Servicescape in Marina Bay Sands: Analysis and Recommendations

This report provides an in-depth analysis of the servicescape at Marina Bay Sands, a luxury hotel in Singapore. It begins by defining servicescape and its importance in the hospitality industry, particularly for luxury hotels where brand image is paramount. The report then examines key elements of the servicescape at Marina Bay Sands, including ambience, exterior design (highlighting the infinity pool), interior design, air quality, temperature control, and landscape. The exterior design is identified as the strongest aspect of the hotel's servicescape, contributing significantly to its brand identity and customer satisfaction. Recommendations are made to improve consistency in service delivery, particularly in the in-house restaurant. The report concludes that Marina Bay Sands effectively utilizes various aspects of servicescape to enhance the customer experience, with a focus on maintaining high standards in design and environmental quality.

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).