Servicescape in Marina Bay Sands

This presentation discusses the concept of servicescape and its importance in a luxury hotel like Marina Bay Sands. It covers key elements of servicescape such as ambience, exterior and interior design, air quality, and landscape. The presentation also highlights the best aspect of servicescape at Marina Bay Sands and provides recommendations for improvement.

SERVICESCAPE IN MARINA BAY
SANDS

TABLE OF CONTENTS
Definition of servicescape………………………………………..3
An overview of Marina Bay Sands…………………………….4
Importance of servicescape in a luxury hotel……………5
Key elements of servicescape at Marina Bay Sands…..7
Ambience…………………………………………………………………8
Exterior design………………………………………………………….9
Interior design…………………………………………………………..11
Air quality and
temperature………………………………………………………………12
Landscape………………………………………………………………….14
Best aspect of servicescape at Marina By Sands………….15
Recommendations………………………………………………………17
References……………………………………………………………………18

DEFINITION OF SERVICESCAPE
The model of servicescape was devised by
Bitner and Booms to analyze the effect that
physical environment can have on hospitality
management (Hooper, Coughlan & R. Mullen,
2013)
It refers to the environment in which the
consumer and the service provider interact,
thus enhancing performance levels (Nilsson
& Ballantyne, 2014).

AN OVERVIEW OF MARINA BAY SANDS
Marina Bay Sands
is one of the most
prominent luxury
hotels in
Singapore.

IMPORTANCE OF SERVICESCAPE IN A LUXURY
HOTEL
For a luxury hotel,
brand image is of
prime importance.
Servicescape
includes all the
factors that
contribute to
service delivery.

KEY ELEMENTS OF SERVICESCAPE AT
MARINA BAY SANDS
Am
bie
nce
Land
scap
e
Exteri
or
design
Interi
or
design
Air
qual
ity

AMBIENCE (MUSIC AND OVERALL
ENVIRONMENT)
The Marina Bay
Sands staff ensures
the maintenance of
a warm and
empathetic
ambience which
endears the guests
(Jani & Han, 2014).

EXTERIOR DESIGN
One of the most crucial
aspects of the exterior
design of Marina Bay
Sands is the infinity
pool (Dargahi &
Pazhouhanfar, 2014).
The outdoor landscape
of the hotel is well
designed, and eye
catching (Kim &
Perdue, 2013).

An overview of the
exterior design of
Marina Bay Sands.

INTERIOR DESIGN
Marina Bay Sands
has mastered the art
of strategically
planning its interior
design (Frow et al.,
2015). The guests
get just what they
expect.

AIR QUALITY AND TEMPERATURE
It is imperative to maintain the
quality of air within the premises
because a guest is more likely to
spend a significant amount of time in
the hotel itself (Steinemann,
Wargocki & Rismanchi, 2017).
Similarly, temperature must be
regulated within the premises so as
to ensure that it is neither too hot
nor too cold (Langdoc et al., 2015).

Indoor
air
quality
Most people
spend a lot of
time in the
hotel premises
Indoor air can
be more
dangerous
than outdoor
air
Poor air
quality can
result in
respiratory
problems
Children are
vulnerable
to poor air
quality
Source: Author

LANDSCAPE
The landscape of a hotel
refers to an outdoor
space, where the guests
might relax or spend
quality time (Lenzholzer,
Duchhart & Koh, 2013).
Like the exterior design,
a manicured landscape
would help in
establishing a unique
brand identity and also
generate more revenues.

BEST ASPECT OF SERVICESCAPE AT MARINA
BAY SANDS
The best aspect of
servicescape at the
hotel would have to be
the stunning exterior
design which sets it
apart from other luxury
hotels in Singapore. The
brilliant architecture,
along with a stunning
outdoor landscape sets
the mood for the guests
staying there.

Stunning
architecture
immediately grabs
the attention of
the customer
The infinity
pool is a unique
aspect of the
servicescape
A positive
impression is
set for the rest
of the stay
The customer,
impressed with
the servicescape,
leaves satisfied.
This builds brand
loyalty and
healthy customer
relationships.

RECOMMENDATIONS
Although the company presents itself as
a strong contender, as far as luxury
hotels are concerned, there is one
aspect that may be improved. The
ambience at the in house restaurant
does not comply with the overall tone of
the hotel. Consistency is key when it
comes to servicescape.

CONCLUSION
In conclusion, it can be said that the Marina
Bay Sands demonstrates a few key aspects of
servicescape including landscape, interior
and exterior design and air quality.
Out of all these, the exterior design can be
said to be the best aspect of the hotel’s
servicescape.
However, the organization would benefit from
a consistency in terms of service delivery to
optimize overall service delivery.

REFERENCES
Ariffin, A. A. M., Nameghi, E. N., & Zakaria, N. I. (2013). The effect of hospitableness and servicescape on guest satisfaction in the hotel
industry. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 30(2), 127-137.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. the Journal of Marketing, 57-71.
Dargahi, S., & Pazhouhanfar, M. (2014). The Role of Hotel Architecture in Tourists Attraction Development. European Online Journal of
Natural and Social Sciences: Proceedings, 3(4 (s)), pp-276.
Durna, U., Dedeoglu, B. B., & Balikçioglu, S. (2015). The role of servicescape and image perceptions of customers on behavioral intentions
in the hotel industry. International Journal of Contemporary Hospitality Management, 27(7), 1728-1748.
Frow, P., Nenonen, S., Payne, A., & Storbacka, K. (2015). Managing co‐creation design: A strategic approach to innovation. British Journal
of Management, 26(3), 463-483.
Hooper, D., Coughlan, J., & R. Mullen, M. (2013). The servicescape as an antecedent to service quality and behavioral intentions. Journal of
services marketing, 27(4), 271-280.
Jani, D., & Han, H. (2014). Personality, satisfaction, image, ambience, and loyalty: Testing their relationships in the hotel
industry. International Journal of Hospitality Management, 37, 11-20.
Kim, D., & Perdue, R. R. (2013). The effects of cognitive, affective, and sensory attributes on hotel choice. International Journal of
Hospitality Management, 35, 246-257.
Langdoc, S., Leapman, S., Formica, F., & Megonigal, R. (2015). U.S. Patent No. 8,931,952. Washington, DC: U.S. Patent and Trademark
Office.
Lenzholzer, S., Duchhart, I., & Koh, J. (2013). ‘Research through designing’in landscape architecture. Landscape and Urban Planning, 113,
120-127.
Martínez, P., & del Bosque, I. R. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and
satisfaction. International Journal of Hospitality Management, 35, 89-99.
Nilsson, E., & Ballantyne, D. (2014). Reexamining the place of servicescape in marketing: a service-dominant logic perspective. Journal of
Services Marketing, 28(5), 374-379.
Penner, R. H., Adams, L., & Rutes, W. (2013). Hotel design, planning and development. Routledge.
Singapore luxury hotel and lifestyle destination | Marina Bay Sands. (2018). Retrieved from
https://www.marinabaysands.com/#sV12l5IparSsE5Y1.97
Steinemann, A., Wargocki, P., & Rismanchi, B. (2017). Ten questions concerning green buildings and indoor air quality. Building and
Environment, 112, 351-358.

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