MKT203 Services Marketing Assignment - Desklib
Added on 2020-05-04
13 Pages1864 Words178 Views
Film and TheatreMusic
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Running head: SERVICES MARKETINGServicescape-Sunway Pyramid HotelName of the Student:Name of the University:Author’s Note:
1SERVICES MARKETINGContents1. Introduction on the Servicescape.................................................................................................21.1 Ambient Conditions...................................................................................................................21.1.1) Lightning............................................................................................................................21.1.2) Color Schemes...................................................................................................................31.1.3) Temperature.......................................................................................................................31.1.4) Background Music.............................................................................................................41.2 Spatial Layout and Functionality...............................................................................................41.2.1 Spatial Layout.....................................................................................................................41.2.2 Functionality.......................................................................................................................51.3 Signs, Symbols and Artifacts.....................................................................................................5Conclusion.......................................................................................................................................6References........................................................................................................................................7
2SERVICES MARKETING1. Introduction on the ServicescapeThe servicescape is an environment where sellers and buyers interact. The servicescapeelements are composed of three dimensions (Achroll and Kotler 2014).These dimensions areambient conditions, signs, symbols and artifacts and spatial layout and functionality (Wirtz2012). The purpose of the service environments is to enhance the image of the process of servicedelivery and the service elements are a part of the value proposition of the business. The serviceenvironment also helps in positioning and differentiation of the service delivery process. Theelements of the servicescape model are designed by companies to create incredible experiencefor customers during the service delivery process and to affect the behavior of the buyer duringthe encounter of services (Chathoth et al. 2013).Discussion1.1 Ambient ConditionsAmbient Conditions are elements of the service environment which cater to the fivesenses of customers. The ambient conditions should be carefully and cleverly designed to elicitdesired behavioral responses from customers during the process of service encounter (Lovelock2011).The ambient conditions which include lightning and color schemes, sounds such as noiseand music, temperature and scents, size and shape perceptions are perceived by customers duringthe process of service delivery. The ambient conditions of Sunway Pyramid Hotel, Malaysia arediscussed below.
3SERVICES MARKETING1.1.1) LightingThe lighting of the Sunway Pyramid Hotel is more than just illumination. The lightningof the entrance of the hotel and the hotel lobby look fabulous and have a strong impact on theexperience of the customers as soon as they enter the hotel. The lightning of the SunwayPyramid Hotel which is used in the premier rooms, clubs and suites and the villas are vibrant andenchanting which compliment the décor of these places like the artwork, architecture and thefurniture of the rooms. Lighting used in the Sunway Pyramid Hotel are of three types i)Tasklighting which are used in the hotel to facilitate serving of food, reading, computing and othertasks. These are bright and direct lights. ii) Ambient lighting is the soft lighting which is used inthe Sunway Pyramid hotel which makes activities like a conversation or watching of televisioncomfortable and soothing. Accent lighting is used in the hotel to attract attention of customers toparticular design elements of the hotel like architecture, painting and sculpture. The accentlighting of the hotel creates drama and mood for the customers during the service deliveryprocess (sunwayhotels.com 2017).
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