Impact of Servicescape and Climate on Service Employees

This report delves into the effects of servicescape and service climate on hospitality service employees, with a specific focus on the Marriott hotel. The introduction establishes the background, aims, objectives, research questions, significance, and limitations of the study. The literature review explores the concepts of servicescape and service climate, their roles in supporting employees, and the influence of these factors on employee behavior. The methodology outlines the research approach. The research findings present the results of the study, followed by a discussion of the key insights and implications. The conclusion summarizes the main findings, and recommendations are provided for enhancing the service climate within the Marriott hotel. The report highlights the importance of a positive working environment and its impact on employee performance and service quality within the hospitality sector, emphasizing the need for strategies to attract and retain skilled employees.

The effects of service scape and
service climate on hospitality
(hotel) service employees

TABLE OF CONTENTS
CHAPTER 1 : INTRODUCTION .................................................................................................1
Background of the problem.........................................................................................................1
Aims and objectives ...................................................................................................................2
Overview of organisation............................................................................................................2
Research questions ....................................................................................................................2
Significance of the study ............................................................................................................3
Limitation of the study................................................................................................................3
CHAPTER 2 : Literature review.....................................................................................................4
Introduction.................................................................................................................................4
Literature review.........................................................................................................................4
CHAPTER 3 :METHODOLOGY.................................................................................................10
Methodology ............................................................................................................................10
CHAPTER 4: RESEARCH FINDINGS........................................................................................16
........................................................................................................................................................22
........................................................................................................................................................24
........................................................................................................................................................27
CHAPTER 5 : DISCUSSION ......................................................................................................42
CHAPTER 6 : CONCLUSION.....................................................................................................43
CHAPTER 7 : RECOMMENDATIONS ......................................................................................43
REFERENCES..............................................................................................................................45

CHAPTER 1 : INTRODUCTION
Background of the problem
Servicescape can be defined as the environment in which services are being delivered to
customers. It is a type of surrounding in which the interaction between clients and service
provider take place. Development of good as well as comfortable working environment is very
much essential in order to provide workers an ease in performing their roles as well as
responsibilities in an effective manner (Yang, 2015). The environment prevailing at workplace
has significant effect on employees' behaviour as well as working efficiency. This can be
referred to as surroundings within an enterprise where the service is assembled and interaction
between sellers as well as clients take place. The environment prevailing in an organisation can
have significant influence on the satisfaction gained by an individual from their job.
Development of good working environment is also very much crucial as this factors can have
great effect on workers performance as well as quality of services being delivered to customers.
It is good environment or surroundings at workplace which will inspire employees to give their
best performance and make their valuable contribution in accomplishment of business objectives.
An effective environment at workplace will enable employees to fulfil their requirements and
get the high level of satisfaction from their job. Positive working environment at workplace
leads to the high level of commitment and increase in employees loyalty towards firms. It is
very much important for management in an enterprise to maintain quality and good environment
at workplace, as this is the tactics which will assist them in eliminating ethical as well as legal
issues.
In context of hospitality industry, the servicescape is the factors which has great influence
on the way interaction between hotel staff as well as guest take place (R. Morgan and et.al.,
2014). As perception of the employees towards the hotel industry has changed, many of the firms
in specific industry is facing issue in recruitment of new skilled as well as talented candidate.
Such issue has been faced by many of the organisation in hospitality sector, as there is high
workload and people have to work on weekends because of which they face issue in maintaining
their work life balance. . It is considered to be main reason candidates does not prefer to work in
hotel sector. Considering the issue related to hiring or recruitment, Servicescape in hospitality
industry has become very much important , it has become one of the factors that can assist
hotels in attracting the knowledgeable, experience and skilled workers. In relation to the
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hospitality sector, service escape is now considered to be as important management tool. It is
the servicescape in the hospitality industry which has great influence on employee engagement
in different business activities. In context of service industry such as hospitality, the crucial role
played by human resource management that is developing environment conductive as well as
creative environment lead to the to production excellence as well as results into great
improvement in the performance of employees at workplace. Maintaining the good working
culture as well as well as environment within an enterprise is very much essential in order to
drive firm towards success and in context of gaining the competitive advantage.
Service climate refers to staff behaviour and relationship with high authority, it
influences on workers' performance and productivity as well as business success and growth.
Productivity of business and increase of profit margin is highly depended on pleasant service
climate within hospitality industry.
Aims and objectives
Aim : to analyse the effect of and climate on service employees in hospitality sector: A
case study of Marriott hotel.
Objectives :
 To develop the understanding about the concept of servicescape and service climate.
 To identify the role of service climate in supporting employees to deliver quality service
to customers.
 To determine the influence of servicescape on employees behaviour in Marriott hotel.
 To suggest the way the service climate in Marriott hotel can be enhanced.
Overview of organisation
Marriott is an American Multinational hotel which offers both food and accommodation
services to customers. Business entity also provides lodging facilities to clients. An organisation
is among the third largest hotel chain in the world. Marriott hotel has approx. thirty brands and
company is operating business in approx. one hundred and thirty one countries globally. There
are approx. 176000 employees working at different location for an organisation
Research questions
 What is the concept of service escape in hospitality industry?
 What is the role of service climate in hospitality industry?
 What is the influence of service escape on employee behaviour in Marriott hotel ?
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 What are the strategies that can be applied for enhancing customer service environment
in Marriott Hotel?
Significance of the study
The present investigation on topic impact of servicescape as well as climate on service
employees in hospitality sector has great importance , as it will help researcher in developing the
understanding about the concept of servicescape. In addition to this, finding of the study will
assist researcher in analysing the relationship between servicescape and employees behaviour. It
will enable user of the research report to develop the understeering about the significant role
played by servicescape as well as environment in supporting employees to improve their
performance at workplace. Present study has great significance, as it will help management of
Marriott hotel in identifying the beat strategies which can be applied for bringing improvement
in the service climate within hotel.
Limitation of the study
In context of present research on topic impact of servicescape as well as climate on
service employees, there are two limitations these are time and resources. Due to limited time
period as well as resources researcher has failed to conduct the in depth investigation.
Researcher because of limited time and resources will conduct only few activities during the time
of investigation these are data collection , analysis and interpretation.
In addition to this, the present study is only limited to the effect of servicescape as well
as climate on service employees' behaviour. But in the future, the investigation can be conducted
on influence of service climate and servicescape on way interaction between customers and
service employees take place.
Other limitation of the study is that the significance of service climate is acknowledged
but only in context of employee behaviour. Further investigation can be performed for analysing
the effect of service climate and service scape on customer behaviour. In addition to this, in
depth investigation can be performed for determining the relationship between service climate
and service orientation.
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CHAPTER 2 : LITERATURE REVIEW
Introduction
It is the section which mainly consists of the views of different authors as well as
scholars about the topic. In relation to p[resent study, the main aim of the literature review
section is to highlight the perceptions or opinion of various authors as well as other researcher
about the effect of service escape as well as climate on the service employees in hospitality
sector. All information used in the literature review section has been gathered by accessing to
online article, newspaper, website on internet etc.
Literature review
Concept of servicescape and service climate in hospitality industry.
According to the opinion of Kaminakis, Koritos and Gounaris, 2019, servicescape can be
defined as the physical environment such as artefacts, design, décor etc. which has significant
influence on employees behaviour as well as performance within in hospitality sector. However,
it has been argued by other authors those who perceives that it is the atmosphere prevailing
within an organisation which enables employees to deliver good service experience to guest. As
per the view of Dedeoglu, Buonincontri and Okumus, 2018., servicescape can be defined as the
various arrangement made by both management and hotel staff for delivering the services to
customers. The other authors argues that it is basically a design of physical environment in
hotel as well as other crucial elements of it which facilitates and helps in bringing improvement
in the quality of services which is being delivered by hotel to customers. As per the opinion of
Avan, Zorlu and Özmen, 2019., servicescape is the factors which has significant influence on
physical environment where the service delivery procedure takes place.
As per the view of Kang, Busser and Choi, 2018, service climate is basically a situation
where employees in an organisation interact with clients. However , it has been argued by other
author that internal as well as external situation which highly influenced the delivery of service.
According to Guchait, Paşamehmetoğlu and Lanza-Abbott, 2015., servicescape can be
define as physical environment where services is delivered, performed and consumed, it is also
considered as the place where company and consumer interact with each other. Service scape is
considered to have impact on clients response, evaluation, particularly perceptions and
assessment. Facility exterior and interior are the two different types of service-scape elements,
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exterior design, parking, surrounding environment, service climate, landscape and signage is the
exterior elements. On the other side, layout, music, equipment and layout is the interior
components. Unpleasant service climate and servicescape impact hotel workers services. Warm
colour tones of lobby and black leather in combination with pleasant attitude of hotel workers,
creates the very welcoming servicescape for arriving customers. Servicescape refers to man
made physical surrounding and built environment as opposes to social or natural environment. It
is very essential in hotel because it either suppress or enhance these emotions, it usually play
important role. Providing high quality servicescape is the significant factor that help to gain
competitive benefits, but one the other side poor quality servicescape make negative impact on
company profitability and productivity.
As discussed by Lo, Wu and Tsai, 2015 service climate refer to workers perceptions of
practices, behaviour and procedures that get rewarded, expected and support with regard of
consumer service and its service quality. It is shared and collective phenomenon, this types of
climate is built in light of organizational practices centring on workers performance and
consumer services. Positive service climate enhance employees performance and productivity in
which they can be able to serve its best quality services to people effectively and efficiently. As
per view of Horng and et.al., 2016 unpleasant service climate impact on staff practices and
service that they serve to its customers, it also effect hotel financial performance and profit
margin the most. Service climate within hospitality industry directly affect on staff performance,
delivery of services and products and quality of goods which is not appropriate and suitable for
business growth and success for longer time period. Good relationship between management and
workers create pleasant service climate which help to motivate employees in hotel to perform
well and deliver quality services to guests. It has been argued by Kao and et.al., 2014 lack of
coordination, poor communication, unattractive infrastructure within hotel and negative
environment around workplace make negative service climate that lower down the moral of
workers in order to provide services.
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Role of service escape and climate in relation to supporting workers in delivering quality
services to customers.
As per the perception of Park, Bufquin and Shapova, 2019, in context of hospitality
industry, servicescape is a touchable component which plays very crucial role in hospitality
sector. The author has also sated that director of organisation should concentrate on design of
service escape as this factor has great influence on the way the behaviour of both employees as
well as customers. However, as per the investigation performed by researcher Dedeoglu,
Buonincontri and Okumus, 2018., findings of which reveals that service escape plays very much
crucial role in driving an organisation towards success. According to the opinion of Horng and
et.al., 2016. , good service environment as well as best service escape design support service
workers in giving their best performance at workplace. Best service escape design and good
environment at workplace which assist service workers in delivering quality services as well as
good experience to guests.
As discussed by Park and et.al., 2019 servicescape within hospitality industry play
significant role as it help to increase worker working interest and support them for providing
better quality services to consumers which help to increase profit margin more than before. It
includes interior elements, like air quality, equipment, layout and music. In hospitality industry,
if management provide all the equipments to their workers which is required for particular
activities like preparing and serving food, staff help to deliver good quality services which
increase productivity and profitability of business. The layout of dining hall must be quite
different and unique which grab the attention of consumers. As per view of Lee and Lee, 2015.
3D layout of kitchen area reduce amount of distance staff travel by placing products and food
storage. Music is one of the essential interior elements within servicescape that help to support
staff in providing service better than previous. Music systems around work area enhance workers
performance and promote healthier living. Listening music during food preparation change the
behaviour of staff, they feel relax and enjoy the activity a lot. With the help of placing music
system around workplace, management will be able to reduce anxiety and stress among their
staff. It is one of the best way to support workers demotivate from challenges that they face
outside the office.
As per view of Bujisic, Hutchinson and Parsa, 2014.service climate also play crucial role
in context of helping staff for delivering and providing great quality services to guests.
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Relationship between workers and management sets overall service climate within hospitality
industry. Poor relationship hinders business success and performance abilities of staff by
dragging morale down and limiting workers productivity, while the good relationship creates a
functional and positive work environment and service climate. So it define clearly that service
climate play important role and help to motivate people at workplace efficiently. Positive service
climate in hotel provide full job satisfaction to employees which enhance their working interest
and increase abilities for delivering quality products and services to large number of peoples.
Great energy and workers productivity can be created by an comfortable physical environment,
attractive and positive service climate. This energy finally, enhances performance, productivity
and success of business as well as workers.
According to Petzer and Mackay, 2014 in service climate attitude of senior staff influence
behaviour of other staff members on positive and negative side. If senior staff make good
communication and coordination with other workers in firm they can be able to make all of them
comfortable and help to adjust in new working environment. As per view of Mishra and Gupta,
2018 if senior staff do not communicate with other workers it directly affect on its performance
and productivity and they can switch job from other company as well.
Influence of service escape upon employee behaviour in Marriott hotel
As per the thinking of Dedeoglu, Buonincontri and Okumus, 2018., service escape failure
can result into decline in perpetual experience of service public presentation and might lead to
the high level of dissatisfaction among the service workers in hospitality industry. However, it
has been argued by other authors that the service escape has great influence on employees in
hospitality industry only at the time of supplying services to guest. According to the opinion of
Guchait, Paşamehmetoğlu and Lanza-Abbott, 2015, unpleasant servicescape design as well as
negative service environment within hotel will lead to the high level of dissatisfaction in guest.
In simple words, author mean to state that the inappropriate service escape as well as bad service
environment might result into service failure which might give rise to other problems such as
reinstallation of service, service merchandise that could further have adverse effect on
employees attitude. According to the perception of Avan, Zorlu and Özmen, 2019., unique
design of service escape as well as service environment is playing important role in assisting an
organisation in gaining competitive advantage. However, it has been argued by other authors that
service escape plays very crucial role in designing of services in hotel. As per the thinking of
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Kang, Busser and Choi, 2018., service escape as well as environment within hotel plays very
much important role in positively influencing people to bring improvement in their performance
at workplace. According to the opinion of Park, Bufquin and Shapoval, 2019, a good design of
service escape as well as good service environment plays crucial role in changing the perception
of candidates towards hotel industry. The author has stated that it is good physical environment
at workplace which will help companies in attracting more number of skilled as well as
competent candidates.
According to Nilsson and Ballantyne, 2014 servicescape influence on workers behaviour
in hospitality industry and it also effect business performance and growth. It only effective when
staff deliver quality services and change overall behaviour of individual. It is connected to
customers and employees as they are critical in role of servicescape, related to service quality of
hospitality industry. It is very important for industry to make pleasant servicescape design and
create positive service climate which help to enhance performance of individuals and increase
profit margin. Servicescape is defined as environment in which service is assembled and workers
and consumers interact, composed with tangible commodities that facilities communication or
performance of services. According to the view of Bujisic, Hutchinson and Parsa, 2014
servicescape is able to effect employees behaviour and its level of satisfaction regarding business
service. With the help of creating pleasant environment around workplace, management can be
able enhance workers behaviour and retain the most talented people with them for longer time.
Within hospitality industry guest wants to get fast food services, at this situation if management
keeping pleasant servicesacpe at workplace they can enhance workers performance and help to
make positive behaviour which support staff to provide its customers fast food services
efficiently.
Lee and Lee, 2015 statued that lack of servicescape make negative impact on staff
behaviour and decrease their interest of working within hospitality industry. It is used as an
significant measurement tool to understand staff behaviour, if management cannot make
effective communication with its workers and do not provide all the facilities in context of health
and safety it directly effect on staff behaviour and performance as well as business growth. As
per view of Horng and et.al., 2016. well designed layout and setting for parking causes service
experience to be pleasant from both employees point of view as well as from customers point of
view. Whereas the inefficient design and layout may provoke frustration and impact on
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behaviour of people negatively. Design of hotel's physical surrounding is capable to clarify
behaviour and roles of workers, design of facilities in hospitality industry is able to present in
which parts of servicescape workers is only permitted. According to Hatipoglu and Inelmen,
2018 lack of positive environment around workplace make negative impact on staff behaviour
and performance abilities. Poor working conditions affect employees behaviour and ways that
they performed in industry.
Strategies that can be applied for enhancing service climate in Marriott Hotel
According to the view of Prentice, Ma and Wong, 2019 , training to employees is
considered to be as one of the best strategy which can be applied by management in an
organisation for enhancing customers service environment in hotel. The author has also stated
that by providing the training to employees an enterprise will able to increase its service
standards which is very much essential in order to sustain in highly competitive environment.
However, it has been argued by other author that management in hotel is require to give much
emphasizes on cleanliness of the facility which is considered to be as one of important part of
service escape. According to the opinion of Jani and Han, 2015, it is required by business
entity to design as well as develop new components as this factor will have positive effect on
employees behaviour as well as performance at workplace. However, it has been argued by the
other author that for designing as well as maintaining unique service escape, an organisation will
require to hire expert which can be quite cost as well as time consuming.
As per view of McIntosh and Harris, 2018 in order to enhance service climate in
company, management must applied different types of strategies which is quite beneficial for
business growth and success. Effective communication is one of the best strategy that help to
enhance service climate as well as enhance workers performance which is suitable and beneficial
for business progress. With the help of pleasant communication and interaction between
management and workers, workers experience increases in morale and productivity. It help to
foster service climate better than before and make employees able to share their feeling and
thoughts with high authority. By creating positive working environment, management within
hospitality industry can enhance service climate that support to satisfied all its workers
effectively. As according to Baum, 2019 by providing all the equipments which is essential for
staff while cooking food and serving to customer management can be able to creative positive
service climate. It defines as one of the best strategy that help to create better service climate and
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also support to enhance productivity and profitability. Zhu, Freeman and Cavusgil, 2018 statued
by barbecue grills, smokers, tilting skilled braising pan, waffle irons & crepe machines and
toaster are the equipments which is needed by worker within hospitality industry for cooking
food. Commercial refrigerators is considered as one of the most essential equipment that is
required for storing food in hotel for long time, it helps to prevent food from contamination and
sustain for longer time period. In order to keep food fresh for as long as possible, it is very
essential that cooking staff use quality commercial refrigeration equipment.
According to Habib, Khokhar and Attiq, 2018 commercial grill is the best equipments
workers need in hospitality industry for grilling food, vegetables, burgers and other things based
on customers demands. It accommodates just about any food item and allowing staff to prepare
different separate serving in one space at same time effectively. As per view of Ren and et.al.,
2016 receptionists within hospitality industry stand for whole 8 hours which make them ill and it
impacts on service climate negatively. In order to help physical strains receptionists have as it is
standing job, management applied the best strategy that provide appropriate support. Provide
computerized system for receptionists within company is one of the best strategy that help to
reduce standing activity and managed their work effectively.
CHAPTER 3 :METHODOLOGY
Methodology
Research methodology includes particular techniques or methods that is adopted and use
in research procedure to assemble, collect and evaluate data. It defines essential tools that is used
to gather suitable and relevant information in the specific research study. Interviews, surveys and
questionnaires is the common tools of investigation. In other words methodology properly refer
to theoretical analysis of methods appropriates to the field of report or to structure of principles
and methods particular to brand of knowledge. It helps to identify research activities in true
sense, RM further defines and specifies actual concepts, declares what kind of methods will be
needed for further inquiry, moreover how procedure is measured. On the other side, it also
provides the appropriate platform to demonstrate how researcher can communicate research
activity in the true sense.
Research types-
Research types is divided into two types qualitative and quantitative, qualitative research
type like an in depth interview, ethnographic research and an in depth interview and content
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