Comparison of Service Environments: McDonalds and Terrace on the Green

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14th-July-2018

Introduction
In this paper we will be discussing two different service environment and present a picture
of it to the readers. The service environment speaks a lot about the product being offered and the
kind of brand positioning the company want to prepare audience for. Service environment is one of
those places where user interacts with the product and the environment in which it is offered. In this
paper we will study the service environment of McDonalds and Terrace Green. While McDonalds is a
fast food joint, “Terrace on the Green” is one of the famous fine dining establishments. We would be
using the interactive framework and Servicescape model known as Bitner’s Servicescape model to
study the service environment (Bitner, 1992).
Identification of the distinct target audience of each service environment
McDonalds as we know is one of the famous fast food chain and has operations globally, it is
one of the very well-known brands and also has very strong brand recall values. These brand
identities have been created over the years and strong brand elements have been used to enforce
this brand recall among the customers (Chang, 2016). The same is also very much visible in any
McDonald’s store you go across the globe. This is one of the fine dining establishments and hence
the service interaction environment is completely different from what we discussed for as Fast Food
Company. The focus here is completely on the ambience on display for the customers. As we can see
from the Bitner’s model of Servicescape, the physical environment suggests that the focus is very
high on ambience and the premium feeling is well established at the place. The physical
environment in this situation is a function of ambient conditions, temperature maintained, and
music to ears, the fresh feeling of good air, and the aroma which has been created for the customers
(Shen, 2018). The place is very spacious and one can get good moments of privacy. The furnishing
follows a high quality theme of old grand architecture and the place has been very well laid out. The
signs and symbols are reflection of niche premium treatment.