A Comparative Analysis of Service Environments: McDonalds vs. Terrace

This report provides a comparative analysis of the service environments of McDonalds and Terrace on the Green, utilizing Bitner's Servicescape model to examine the distinct characteristics of each. McDonalds, a globally recognized fast-food chain, emphasizes speed and efficiency, with a focus on brand recall and standardized service across its locations. In contrast, Terrace on the Green, a fine dining establishment, prioritizes ambiance, customer comfort, and a premium experience, leveraging high-quality furnishings, personalized service, and a carefully curated atmosphere. The analysis explores how each environment caters to its target audience, influences consumer behavior, and communicates brand messages through physical dimensions, holistic environment, and employee interactions. The report concludes that the service environment is strategically tailored to align with the brand's positioning and the desired customer experience, highlighting the critical role of environmental design in shaping perceptions and behaviors.

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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.

Does consumer behaviour indicate a confirmation or disconfirmation of their service
expectations? ie, are they more inclined to “approach” and engage in the service encounter, spend
more time/money and visit again, or rather, will they “avoid” or be repelled by the encounter and
complain?
As we can see above in the BItner’s integrated Servicescape model, there are certain factors
which are highlighted as per the model. These factors are physical environment dimensions, holistic
environment of the place, internal responses which one gets at such stores and finally the behaviour
factors which one witnessed at the place (Line, 2018). On the physical environment side in the
McDonalds fast food place one can see crowd, simple and limited seats with counters which are
addressing the customer orders. On the brand element side one can see all the brand elements of
the organisation enforcing strong brand recall of the service being offered. Most of the Servicescape
offer efficient employee and customer responses. Staff out there is very cheerful and more than
ready to help in the best possible manner. This is where one can feel a very good environment and
development of the brand strategy to enforce good feelings when you are at their place. The service
quotient is very efficient and has lot to offer to its customer in a very disciplined and efficient
manner (Morin, 2007).
Analyze how the various dimensions or elements of each environment express or
communicate the brand messages that the service provider wishes to convey
The employees are highly affectionate and always around to help. The usual stay in this
place would be for longer duration and there are chances of social interactions among customers
and employees (Tombs, 2003). The place has high attraction model and people generally want to
stay longer. The customers pay good amount of money for this fine dining experience and are highly
satisfied.

As we discussed in the paper till now, the two service environment has lot to offer and are
completely drastically different from one another. In McDonalds one won’t be there for a long time
and hence focus is not on physical environment offered. However in the fine dining experience
focus has been on physical environment and ambience as customer would be spending some real
long time at this place. The experience in such cases has to be different and that is quite easily visible
while experiencing such places. The employees are more friendly and good to connect in case of
“Terrace on the Green”, this may be because of the fact that it expected that larger time would be
spent with these employees compared to in McDonalds. The environment and service parameters at
McDonalds focussed on agility and speed at which service can be offered; otherwise it won’t do
justice to the tag of fast food service (Wakefield, 1994). However in fine dining the service aspect
focus more on the kind of factors which customers give importance to. These factors are quality of
the product offered, ambience, and feeling of having a premium experience. These factors are
physical environment dimensions, holistic environment of the place, internal responses which one
gets at such stores and finally the behaviour factors which one witnessed at the place. 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. 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. 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. The employees are highly affectionate and always around to
help. It is important to understand that Service environment is tailored to the kind of service the
brand wants you to enjoy.

References:
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499
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