Sunway Pyramid Hotel Service Environment

This assignment delves into the service environment of the Sunway Pyramid Hotel, examining its various elements such as physical layout, signage, and artifacts. It analyzes how these elements contribute to creating a positive customer experience and enhancing the overall perception of the hotel. The assignment highlights the importance of designing a holistic service environment that caters to customer needs and expectations.

Running head: SERVICES MARKETING
Servicescape-Sunway Pyramid Hotel
Name of the Student:
Name of the University:
Author’s Note:

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Contents
1. Introduction on the Servicescape.................................................................................................2
1.1 Ambient Conditions...................................................................................................................2
1.1.1) Lightning............................................................................................................................2
1.1.2) Color Schemes...................................................................................................................3
1.1.3) Temperature.......................................................................................................................3
1.1.4) Background Music.............................................................................................................4
1.2 Spatial Layout and Functionality...............................................................................................4
1.2.1 Spatial Layout.....................................................................................................................4
1.2.2 Functionality.......................................................................................................................5
1.3 Signs, Symbols and Artifacts.....................................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

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1. Introduction on the Servicescape
The servicescape is an environment where sellers and buyers interact. The servicescape
elements are composed of three dimensions (Achroll and Kotler 2014).These dimensions are
ambient conditions, signs, symbols and artifacts and spatial layout and functionality (Wirtz
2012). The purpose of the service environments is to enhance the image of the process of service
delivery and the service elements are a part of the value proposition of the business. The service
environment also helps in positioning and differentiation of the service delivery process. The
elements of the servicescape model are designed by companies to create incredible experience
for customers during the service delivery process and to affect the behavior of the buyer during
the encounter of services (Chathoth et al. 2013).
Discussion
1.1 Ambient Conditions
Ambient Conditions are elements of the service environment which cater to the five
senses of customers. The ambient conditions should be carefully and cleverly designed to elicit
desired behavioral responses from customers during the process of service encounter (Lovelock
2011). The ambient conditions which include lightning and color schemes, sounds such as noise
and music, temperature and scents, size and shape perceptions are perceived by customers during
the process of service delivery. The ambient conditions of Sunway Pyramid Hotel, Malaysia are
discussed below.

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1.1.1) Lighting
The lighting of the Sunway Pyramid Hotel is more than just illumination. The lightning
of the entrance of the hotel and the hotel lobby look fabulous and have a strong impact on the
experience of the customers as soon as they enter the hotel. The lightning of the Sunway
Pyramid Hotel which is used in the premier rooms, clubs and suites and the villas are vibrant and
enchanting which compliment the décor of these places like the artwork, architecture and the
furniture of the rooms. Lighting used in the Sunway Pyramid Hotel are of three types i)Task
lighting which are used in the hotel to facilitate serving of food, reading, computing and other
tasks. These are bright and direct lights. ii) Ambient lighting is the soft lighting which is used in
the Sunway Pyramid hotel which makes activities like a conversation or watching of television
comfortable and soothing. Accent lighting is used in the hotel to attract attention of customers to
particular design elements of the hotel like architecture, painting and sculpture. The accent
lighting of the hotel creates drama and mood for the customers during the service delivery
process (sunwayhotels.com 2017).

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Figure1: Lighting used in the entrance of the Sunway Pyramid Hotel
Source :( sunwayhotels.com 2017)
Figure 2: Lighting used in Sunway Pyramid Hotel
Source :( sunwayhotels.com 2017)
1.1.2) Color Schemes
Colors schemes play an important role on the emotions and behavior of the customers
during a service delivery process. Colors can impact the perception of well being of customers
(Wilson et al. 2012). The colors used in the entrance, lobby , rooms and suits, dining spaces,
meeting rooms of the Sunway Pyramid hotel are vibrant and carry symbolic meaning which the
visitors recognize subconsciously. The colors used within the hotel premises make it a place for
hospitality, comfort and relaxation. The hotel makes use of earthy colors like browns and natural
colors like various shades of white, green, and blues. The curtains used in the rooms are of
bright colors like red which symbolizes energy and passion (sunwayhotels.com 2017).

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Figure 3: Earthy Color used in Sunway Pyramid Hotel
Source :( sunwayhotels.com 2017)
Figure 4 :( Light colors used in rooms of Sunway Pyramid Hotel)
Source :( sunwayhotels.com 2017)

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1.1.3) Temperature
The temperature used in the Sunway Pyramid hotel is comfortable and made customers
feel relaxed while enjoying joyful moments. The hotel is fully air-conditioned; however the
authority of the hotel regulates the temperature of the hotel premises depending on the season
and customers preference. It is ensured that customers neither shiver due to cold temperature nor
do they feel sweaty due to hot temperature. Thus an optimum temperature is maintained within
the premises of the hotel (sunwayhotels.com 2017).
1.1.4) Background Music
The background music used within the premises of the Sunway Pyramid hotel is an
integral part of the brand identity of the hotel. The music played in the hotel is in alignment with
the theme of the hotel, has a positive impact on the mind of customers and ensures that they feel
the inner desire to stay back in the hotel in future. The music of the hotel room is changed
according to various occasions, like different music is played during wedding events, dining and
business meetings ( sunwayhotels.com 2017).
1.2 Spatial Layout and Functionality
Spatial Layout refers to the size and shape of furnishings, architecture, and the floor plan,
wall decor of the business space and the techniques of the arrangement. Functionality is the
ability of special layout to make the process of service transaction easier. These two dimensions
of servicescape elements determine the user friendliness and enhance the experience of
customers during service encounter (Lusch and Vargo 2014).

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1.2.1 Spatial Layout
The choice of the floor plan and design, architecture and décor of the entrance hall,
lobby, wedding halls, dining halls and hotel rooms of the Sunway Pyramid hotel are purposeful,
illusionary and dreamlike. The hotel makes use of attractive green artificial flowers to decorate
the dining space and wedding halls. The floor planning is a professionally designed to make
optimal use of the hotel space. For instance, the Grand Lagoon Ballroom of the Sunway Pyramid
hotel is pillar-free, has dressing rooms and built-in washrooms, wireless and wired technology
for communication, a four-tonne cargo lift, four hotel lifts, three function room lifts, two
passenger escalators and a private lobby. The hotel has auditoriums with theatre-style seating
arrangement, seven board rooms and meeting rooms, Sunway Pyramid Convention centers and
twelve function rooms with spectacular view of Theme Parks ( sunwayhotels.com 2017).
Figure 5 :( Theatre style seating arrangement in auditorium of Sunway Pyramid Hotel)
Source :( sunwayhotels.com 2017)

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1.2.2 Functionality
The elegant foyer of the Grand Lagoon Ballroom overlooks the skyline of Sunway Resort
City and can accommodate up to 2000 guests. The majestic interiors, high ceiling and pillar free
layout makes the ballroom the most preferred location in Kuala Lumpur to organize prestigious
events, weddings and gala dinners. The Convention Centers are ideal for events like exhibitions,
weddings, concerts and annual dinners. The Resort Café provides amazing dining experience to
customers and the functionality of the spatial layout in this café reflects Malaysian and Asian
culture. The floor plan of the villas of the hotel is amazing as the villas are equipped with private
plunge pools where guests can enjoy amazing private pool time. Sunway Pyramid hotel has
different attractions near to the hotel premises like Sunway Lagoon Theme Park; Sunway
Pyramid shopping whose functionality is to increase the fun time for customers during their stay
in the hotel (sunwayhotels.com 2017).

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Figure 6: (Ballroom of the Sunway Pyramid Hotel)
Source :( sunwayhotels.com 2017)
1.3 Signs, Symbols and Artifacts
The signs, artifacts and symbols are signals to help customers find their way during a
service delivery process. The signs, symbols and artifacts used in the service environment
communicate the image of the firm to customers and help customers to navigate easy through
service environment. Customers try to develop insights the signs, artifacts and symbols used in
the service environment of a firm. However, the challenge lies in guiding customers during the
entire process of service delivery. For instance, unclear signals used in the service environment

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can create anxiety and confusion among customers and fail to obtain desired results (Mok,
Sparks and Kadampully 2013).
The sings, symbols and artifacts of the Sunway Pyramid hotel are carefully used so that
visitors and guest can navigate within ease in the hotel premises. The signs and symbols help
customers to find their way to staircase, elevators, washrooms, emergency exit and provide
direction to locate important places within the hotel premises like the conference room, the ball
room, the auditorium, the meeting rooms ,the function rooms, restaurants, he dining space, bars
and cafes(sunwayhotels.com 2017).
Figure 7: (The signboard for the club of Sunway Pyramid Hotel)
Source :( sunwayhotels.com 2017)

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Conclusion
It can be concluded that the elements of the service environment can’t be optimized in
isolation; the design of the elements of the sevicesape is dependent on one another and is holistic
in characteristics.

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References
Achroll, R.S. and Kotler, P., 2014. The service-dominant logic for marketing. The service-
dominant logic of marketing: Dialog, debate, and directions, 320.
Chathoth, P., Altinay, L., Harrington, R.J., Okumus, F. and Chan, E.S., 2013. Co-production
versus co-creation: A process based continuum in the hotel service context. International
Journal of Hospitality Management, 32, pp.11-20.
Lovelock, C., 2011. Services Marketing, 7/e. Pearson Education India.
Lusch, R.F. and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate,
and directions. Routledge.
Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality,
tourism, and leisure. Routledge.
sunwayhotels.com. 2017. Sunway Pyramid Hotel. [online] Available at:
https://www.sunwayhotels.com/sunwayresorthotelspa/sunway-pyramid-hotel/ [Accessed 29 Oct.
2017].
Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012. Services marketing:
Integrating customer focus across the firm. McGraw Hill.
Wirtz, J., 2012. Essentials of services marketing. FT Press.