Analyzing Servicescape Elements and Customer Experience: Pan Pacific

This essay provides an analysis of servicescape elements and customer experience within the context of hospitality management, using Pan Pacific Hotels Group as a case study. It explores Booms and Bitner's servicescape model, highlighting key elements such as package, facilitator, socializer, and differentiator, and their impact on customer perception and service delivery. The essay also discusses the stimulus-organism-response (SOR) model and its application in understanding customer behavior and employee attitudes within the hotel environment. Furthermore, it emphasizes the importance of operational effectiveness and efficiency, as reflected in customer reviews and feedback. The conclusion summarizes Pan Pacific Hotels' commitment to providing a trusted and enjoyable experience for its customers, focusing on recognizing guest needs and exceeding expectations. Finally, the essay offers recommendations for enhancing the servicescape, including recognizing its strategic impact, mapping physical evidence, creating a consistent theme, aligning with target market needs, clarifying roles, assessing opportunities, and continuously updating physical evidence.

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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

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charged by the hotel from their customer. These dimensions are perceived as the servicescape
in the Holistic environment. In this consumer, scan the ambient conditions, layouts,
furnishing, and artifacts that drive them to an overall impression on the environment. These
factors are maintained by Pan Pacific Hotels as these factors depict the management and
value adopted by the organization. For example, in Pan Pacific hotels, at the end of a busy
night of trading, a bar manager turn the air conditioning up, turn up the lights, turn off the
background music and start putting chairs on top of tables. These actions send a signal to
patrons that it is closing time (Pan Pacific Hotels Group, 2018d).
Another important dimension in the model is an organism in which the customers and
employees that are responsible for taking and receiving the service. Both the factors reside
the similar physical environment and evidence but their insights will vary because each
derives from the different backgrounds and spaces and for the different reasons. In providing
the better services to its clients, mediators are used to making the positive change in the
relationship between the customer and hotel. In delivery of the services, the moderator is
anything that raises the standard stimulus-response states of pleasure-displeasure, arousal,
and non-arousal. The consumer response to the environment varies accordingly. Some people
need chilled room others may want normal room temperature. All these are the specification
of the individual customer, which can vary in the servicescape. In this, the organism is the
younger generation, which will become the customer of Pan Pacific Hotel (Pan Pacific Hotels
Group, 2018).
The response of the individual varies in every case. This behavioral response can be
of different types, which hotels have to understand accordingly. The responses in the model
depict by the behavior of consumer towards the hotel. This model focuses on diverse type of
response that is the individual response and interaction response. In the servicescape,
response refers the customer way to use the area or space during and after the encounter

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(Wang & Mattila, 2015). This model depicts the response of customer towards the physical
appearance of the hotel and their level of satisfaction.
Conclusion
From the above discussion, it can be concluded that Pan Pacific Hotels and Resorts
are providing the trusted place to visit, live, and enjoy to its customers. The service element
of the company focuses on recognizing the guests, anticipating their needs, remains flexible
with the individual needs and going the extra mile. The key element in servicescape in Pan
Pacific hotel is wrapping the service, enabling the service delivery process, socializing the
clienteles and staffs and distinguishing from clients. The operation effectiveness and
efficiency in the hotel have been seen by the customer experience and their reviews. These
experience and reviews are made on the basis of the service percept and received by them if
there is any difference found in service received and perceived then the customer many be
dissatisfied with the performance of the hotel. Hotel always tries to make the customer
perceived value similar to the received value, as this is the only to have the positive response
towards the hotel. Pan Pacific Hotel is finding to be the efficient skills, ambiance, and
physical evidence, which satisfy its customers.
Recommendations
Recognize the strategic impact of servicescape
The impact of servicescapes is based on the consumer perception and its response towards the
ambiance of the hotel. This response can be positive or negative. If it is in the negative
direction, then the behavior of the consumer should be mold in a positive direction to have
more customer flow in the hotel.
Map the physical evidence of service

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Effective management of the physical evidence establishes the differentiation in the service.
Pan Pacific should include the physical evidence like exterior facility and design, web pages,
virtual servicescapes etc. Introduction of this physical evidence in the business increases the
chance to grow in the surroundings (Kim & Hardin, 2010).
Create a theme
Pan Pacific hotels try to develop the particular theme in the environment, which is appealing
in nature and has the capability to grab the attention of the customer. This theme should not
be adopted for one day or two; it should be consistent in nature. This includes the staff,
decoration, furniture, attitude and business policy remain the same (Spielmann, Laroche &
Borges, 2012). The environment made by the company should be appealing which fascinated
the guest.
Linking the target market needs with what the company offers
The company should focus on meeting the needs of customers and should analyze the factors,
which influence the customer. The company should use them all the senses when designing
and evaluating the servicescape as they are developed in satisfying the majority of its guests
(Simpeh, Simpeh, asiru & Tawiah, 2011).
Clarify the roles of servicescape
The servicescape should be developed while clarifying all the issues related to service
quality, financial aspects. The roles of all the staff members, top level, and middle-level
management should be clearly specified that who have to report to whom. The clarity of
responsibilities should be done that who has to receive the guest and who have a role to serve
the guest. A clear procedure from arrival to departure of guest should be made by the hotel.
Assess and identify servicescape opportunities

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While identifying the servicescapes gaps in the hotel industry, opportunities can be identified
and make use of it to have more customer. Pan Pacific hotel can make use of the theme-based
environment in their hotel as they can make sea views in their ambiance, which is related to
their hotel’s name (Ariffin & Maghzi, 2012).
Be prepared to update and modernize its physical evidence.
The company offers such ambiance and services to its clients so that it can make the positive
differentiation in the quality. This helps to enhance the overall service experience and
increase in customer flow in the hotel (Ariffin, Nameghi & Zakaria, 2013).

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References
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satisfaction and behavioural intentions in Chinese resort hotel industry. Journal for
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Ariffin, A. A. M., & Maghzi, A. (2012). A preliminary study on customer expectations of
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Hospitality Management, 31(1), 191-198.
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),
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Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of
trust, user experience and branding. Computers in Human Behavior, 61, 103-113.
Durna, U., Dedeoglu, B. B., & Balikçioglu, S. (2015). The role of servicescape and image
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Jani, D., & Han, H. (2014). Personality, satisfaction, image, ambience, and loyalty: Testing
their relationships in the hotel industry. International Journal of Hospitality
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Kim, J., & Hardin, A. (2010). The impact of virtual worlds on word-of-mouth: Improving
social networking and servicescape in the hospitality industry. Journal of Hospitality
Marketing & Management, 19(7), 735-753.

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Pan Pacific Hotels Group. (2018). Awards and Accolades [online] Retrieved from:
https://www.panpacific.com/en/about/awards-and-accolades.html#/
Pan Pacific Hotels Group. (2018a). About Pan Pacific Hotels Group [online] Retrieved from:
https://www.panpacific.com/en/about.html
Pan Pacific Hotels Group. (2018b). Development Opportunities [online] Retrieved from:
https://www.panpacific.com/en/development-opportunities.html
Pan Pacific Hotels Group. (2018c). Corporate Responsibility [online] Retrieved from:
https://www.panpacific.com/en/about/corporate-responsibility.html
Pan Pacific Hotels Group. (2018d). Our Culture and Commitment [online] Retrieved from:
https://www.panpacific.com/en/about.html
Simpeh, K. N., Simpeh, M., Nasiru, I., & Tawiah, K. (2011). Servicescape and customer
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