Pan Pacific Hotels and Resorts: Key Elements of Servicescape and Customer Experience

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Hospitality Management
Essay
7/24/2018
Student Name

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Introduction
Pan Pacific Hotels Group is a wholly-owned subsidiary of Singapore. This hotel is
considered as Asia most recognized hotel and property companies while maintaining the
outstanding portfolio of investment. The global headquarters of the company is located in
Singapore. The hotel has more than 40 hotels, resorts and 12000 rooms and suites, arranged
around an atrium extending 35 floors of the building, counted as the largest among all in
Southeast Asia. In the year 2017, the hotel was awarded the ‘Best Regional Hotel Chain’ by
Asia Readers. The hotel is famous for its sincerity and this sincerity is shown in greeting and
serving its guests, partners, associates, and owners. Pan Pacific Hotels and Resorts have
started its business operations from Singapore and diversified its business to Asia, Europe,
North America, and Oceania (Pan Pacific Hotels Group, 2018a). The company’s purpose is to
provide polite and dependable hospitality that will bring out the best in people and at every
occasion. The company focuses on integrity, teamwork; results, respect, and creativity are the
values of Pan Pacific Hotel. The company is providing the premium services to their guest.
The hotel provides the assurance of the comforts of home while providing the clock
personalized services (Pan Pacific Hotels Group, 2018b). The hotel is using its environment
to attract the customer.
Key elements of servicescape
Servicescape is the model given by Booms and Bitner to emphasize the effect of the
physical evidence in which a service procedure takes place. The purpose of servicescape
model is to elucidate the behaviour and nature of individuals within the service environment
with a view to designing the environment that achieves the organizational goals in terms of
achieving the anticipated behavioral responses from the customers. Servicescape is measured
to be the environment in which the service is gathered and then give to the customers. There
is an interaction between the hotel and customer that are combined with the tangible and

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intangible commodities, which leads to satisfy the customers. This interaction and
involvement of commodities in service delivery are done to facilitate the good performance
by company. This will be done efficiently by communicating the process of service delivery
to its staff. It is important for Pan Pacific hotel to manipulate the servicescape to manage
effectively in the environment. It will enhance the customer satisfaction and increase in
repeating the business (Bilgihan, 2016).
Pan Pacific Hotels have four elements in servicescape, which includes package,
facilitator, socializer, and differentiator. The first key element in servicescape is focused on
packaging the services, which includes physical evidence that is the exterior and interior
ambiance of the hotel. This attracts the customer in deciding the bookings of hotel and rooms.
It also focuses on a physical element that is the development of the image of the company in
front of the customer. It is related to the density of society in which the hotel is operating its
business. In this, the population of the country affects the bookings and sales of Pan Pacific
hotels and resorts. This element of servicescape deals with displayed emotions with other
factors present in society. This is a concern with the appearance of the company and its image
in front of the society. Pan Pacific Hotels are providing the ambiance or aura of the entrance,
which makes the guest feel, delighted and relaxed (Pan Pacific Hotels Group, 2018c).
The second element in Servicescape is facilitating the service delivery process. In this
process of delivering the service, proper information has to be analyzed by the hotel to know
about its customer needs. The customer preferences are analyzed in which focus is given to
maintaining the aura of the hotel. The customer gives first sight towards the decorum and
ambiance of the hotel. Another thing in delivery the service is the engagement of customer.
This process is developed to give maximum satisfaction to its customer (Jani, & Han, 2014).

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The third element in Servicescape deals with socializing the company’s customer and
employees. In this socialization brings the interaction between employees and its customers.
The last element deals with differentiating from competitors. Pan Pacific Hotels provides
aura, which gives the refreshed feels to its customer. The layout of the hotel is made in such a
way that seeks the attention of its customer and outsides. This differentiation in service
quality helps the company to reposition itself in the market. Recently Pan Pacific Hotel has
done the work of renovation to attract its customer and repositioned themselves as the quality
service provider in the market (Durna, Dedeoglu, & Balikçioglu, 2015).
Customer experience
These elements are found to be essential in Pan Pacific hotels as they are finding
contributed towards the experience of the customer and the delivery process (Ali & Amin,
2014). The customer experience will depend on the service received by them. The service
quality of Pan Pacific Hotel is found to be qualitative in nature and has the capabilities to
satisfy its customers. Generally, the guest feedback from Pan Pacific is found satisfies in
nature due to the quality services provided to the guest. The operational effectiveness in Pan
Pacific is seen through the reviews given by customers.
Operation efficiency
In Pan Pacific Hotels, the servicescape model is applied as a stimulus-organism-
response (SOR) model, which treated the physical evidence or environment as the stimulus
from where the responses are received in the form of customer behavior and attitude of
employees towards the organization. The delivery of the services process in the Pan Pacific is
done by analyzing the Physical Environmental Dimensions. These dimensions include the
ambient conditions, spatial conditions, signs, symbols, and artifacts. This dimension provided
by the hotel and perceived by the customer. On basis of these, the rating and prices are