Mecca Cosmetics: E-Servicescape, Customer Experience Analysis

This report provides an in-depth analysis of Mecca's e-servicescape, focusing on how its online environment impacts customer experience and contributes to its competitive advantage. The report begins with an introduction and then delves into the application of Bitner's (1992) framework to describe the e-servicescape, examining elements such as ambient conditions, space/function, and signs/symbols. It then explores how the e-servicescape either attracts or detracts from the customer experience, referencing features like website content, online booking options, and aesthetic appeal. Furthermore, the report investigates how Mecca leverages its e-servicescape to gain a competitive edge within the cosmetics industry, highlighting the importance of website updates, mobile apps, and customer engagement strategies. The report concludes by summarizing the key findings and emphasizing the significance of e-servicescape in enhancing customer experience and driving business success in the online environment.

Servicescape
Evaluation

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Describe the E-servicescape using Bitner’s (1992) framework............................................1
How does the E-servicescape attract or detract from the customer experience?...................2
How is the E- servicescape being used as a competitive advantage within this industry?....3
CONCLUSION................................................................................................................................4
REFERENCES ...............................................................................................................................5

INTRODUCTION
In this report, Mecca's has been taken into consideration which involve in the business of
selling cosmetics and associated products. The report will discuss the E-servicescape by using
Bitner's model and how it pull in and take away from the customers experience. Further, it will
explain how it encourage and discourage the interaction of customers and service personnel.
MAIN BODY
Describe the E-servicescape using Bitner’s (1992) framework
Service cape refers to the physical environment where the services are rendered by the
service personnel and the interaction take place between the company and the customers. It has
both positive and negative impact on the perception and response of the customers(Willems,
Verhulst and Brengman, 2021). The servicescape helps in creating the expectation and building
the impression of the customers. The concept has been explained by its founder Booms and
Bitner through which it has explained that this model help in knowing the behaviour of the
people in the service environment. There are many elements of the service cape model that are
operated in the service environment which are elaborated as under:
 Physical environment: It contains the various environmental dimensions that may
impact the physical service environment. These can be organised in many categories such
as ambient, space/function, signs, symbols and artefacts. The ambient condition refers to
the intangible element that are presented in the service environment that may includes the
noise, temperature, light music etc. it decides that the customers would come back or not.
Space and functions refer to the attribute design of the service environment where the
furniture and equipment are arranged to provide comfort to the customers. Signs, symbol
and artefacts refers to the broad collection of the goals that serve multiple function within
the service environment.
 Holistic environment: When the customers move for the service cape so the scan the
environment so that the impression of the environment can be derived. Therefore, the
manager can easily explain the value and positioning of the service firms through designs
of the physical environment(Amer, 2021). The ambient conditions are manipulated so
that the behaviour can be avoided.
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 Customers and employees: These are the dimension which refer to the group of the
people that help in making the environment for the customers and the employees. The
group exist in the same environment but their perception are different. For example the
employees are more happy to see the customers but the customers wants less crowd at the
place.
 Internal response moderator: In this dimension, the response of the customers rely on
the situational factors like reason to be in the environment. Therefore, the customer have
strong motivation to be in a environment and sometimes feel comfortable or sometimes
inconvenience.
 Behavioural responses: It refers to the way that the customers use space during and after
the service encounter. The approach behaviour include the enter and explore, stay
longer and carry bout plan and etc.
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How does the E-servicescape attract or detract from the customer experience?
E-servicescape refer to the electronic servicescape that have a global presence and
provide services over the internet to facilitates the experience of the customers. It provides the
customers a virtual environment who can actively look for purchasing the products or services
via online mode. It display an important role which help in increasing the experience of the
customers by providing them service through online. It provides the customers atmosphere,
search aids, different designs and functional aspects. This is the theory that is explained by the
Williams and Dargel which display ambient and aesthetic conditions, designs aspect6s service
quality perception and so on(Larasati and et.al., 2022). With reference to Mecca website, there is
an intangible benefits that are provided by the company to its customers through online
environment. There are number of features that Mecca provides on its homepage as the content
of the website get change regularly in order to fulfil the wants of the customers. It provides
options to the customers to book service online which assist the company in engaging more
customers that leads to the success of Mecca's strategy. The considered the customers as queen
and make decision to keep their choice in mind. They have outline the number of initiatives to
give importance to the needs of the customers. The aesthetic appeal of the trend cannot be denied
by the people. The crystal products are popular among the customers so they company is
providing to their clients crystal laced beauty products. When the customers have the clear
understanding or cognition about the ambience of an organization so they get attract towards
their services. The service manager pays attention to the online customers so that they are
rendered bests service of a business concern. The online environment is totally different from the
physical environment where the product manager have some benefits like they have good time
and space that allow them to be more flexible and create the beautiful background and the
website design to pleasant the customers and enhance their experience. The experience of
customers is enhanced when they book services through the websites(Permana, 2021). The
online aesthetic refers to the ambient condition which is a component of the e-servicescape that
help in satisfying the wants of the customers in online service environment.
How is the E- servicescape being used as a competitive advantage within this industry?
E- servicescape help the organization in gaining the competitive advantage and provide
the customers great satisfaction through online purchasing. In relation to Mecca, the company
have its websites to provide online service to their customers. Therefore, it help in gaining the
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customer through online and offline mode(Stefani and Rizal, 2022). The company can also make
the mobile app to enhance the level of their service which assist in attracting to customers
towards their services. With the help of this the customers able to know the services available in
the organisation. The can easily interact with the customers and provide them services according
to their requirement. The company should also update their website according to the changing
need of the environment and provide different features to their services or products. The
company can remain in the competition by providing their best service to their customers with
great quality. This will help in increasing the experience of the customers and build the
engagement of the customers. Thus the company can deal with the online customers by
understanding the competition prevailing in the market. It should highlight the difference
between their service and the service of the competitors. It should also target the new market so
that the service can be offered to the other customers as well. The online service environment
provides various benefits to the customers because it help in saving their time and money which
they invest in offline purchasing. It also provide them convince that they do not need to go out
therefore, they can easily buy product online. The online service provide adequate information
about the products and services. It allows the customers to choose the products or service they
want to get from any company(Hanik, 2021). They have wider choice to get the service and
product online without any stress. The business also enjoy in providing online services because it
reduce the cost of maintenance and so on. The company can use the affordable market to
introduce their services and collect the data of the customers. The online service provide the
atmosphere in reaching to the new customers.
CONCLUSION
From the above discussion, it has been concluded that the e-servicescape provides online
facility to get the service of an organisation online which h help in enhancing the experience of
the customers. This refers to the physical environment in the virtual space such as website. It
excites the feeling of the customers and provide them different perception so that they can be
attracted towards the website of an organisation.
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REFERENCES
Books and Journals
Willems, K., Verhulst, N. and Brengman, M., 2021. How COVID-19 could accelerate the
adoption of new retail technologies and enhance the (E-) servicescape. In The Future of
Service Post-COVID-19 Pandemic, Volume 2 (pp. 103-134). Springer, Singapore.
Amer, S.M., 2021. The Effect of E-Servicescape, Website Trust and Perceived Value on
Consumer Online Booking Intentions: The Moderating Role of Online Booking
Experience. International Business Research, 14(6), pp.133-133.
Larasati and et.al., 2022. Does E-Servicescape and Perceived Value Matter for Generation Z in
Online Apps?. In Marketing and Smart Technologies (pp. 227-236). Springer, Singapore.
Permana, Y., 2021, November. The Effect of E-Servicescape and Information Quality on Gen Y
Repurchasing Intention in Lazada Online Shopping Application in Padang City with
Online Trust as Mediation Variable. In Seventh Padang International Conference On
Economics Education, Economics, Business and Management, Accounting and
Entrepreneurship (PICEEBA 2021) (pp. 447-454). Atlantis Press.
Stefani, S.A. and Rizal, A., 2022. Pengaruh E-servicescape (Aesthetic Appeal,
Layout&Fungtional, Financial Security) Terhadap Trust (Studi Pada Pengguna
Shopee). YUME: Journal of Management, 5(1), pp.269-278.
Hanik, U., 2021. Pengaruh e-servicescape terhadap e-customer loyalty melalui e-trust (studi pada
pengguna aplikasi OVO di Kota Malang) (Doctoral dissertation, Universitas Negeri
Malang).
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