Customer Service in the Environmental Serviceable - Case Study Example

CUSTOMER SERVICE IN THE SAIBT ENVIRONMENTAL SERVICESSCAPE NAME INSTITUTION Customer Service: Environmental audit of the SAIBT Servicescape Name Tutor Institution Course Date Table of Contents Customer Service: 1 Environmental audit of the SAIBT Servicescape 1 Table of Contents 2 Abstract 3 Introduction 4 Purpose of SAIBT servicescape 4 SAIBT servicescape Theory 5 Findings 6 Ambient conditions 7 Space/function 8 Signs and symbols 9 Conclusion 9 Recommendations 10 Appendices 11 References 13 Abstract Customer service is a key factor in any business or organization that requires a high rate of interaction between the customers and the service providers. SAIBT looks forward towards making sure that the services rendered across in an appropriate manner. Some theories such as the service cape theory are highly discussed in relation to SAIBT. Certain findings discussed in relationship to the physical environment of SAIBT. Some of the factors eyed in this report are signs, symbols, and ambient conditions of customer services in the environmental space. Servicescape is a way to improve the conditions at which customers receive care and attendance for services that they require in and out of the company. This extends to service provided during marketing sessions and internet purchases. SAIBT makes sure that they stay at the top in market through the maintenance of quality in their surrounding in assurance. Servicescape includes the exterior and the interior facilities such as the interior design, signpost, parking, décor, layouts among other factors. SAIBT’s infrastructure upgrades and is accommodative to the environmental services as a learning institution. Introduction Physical evidence in this context relates to the surrounding where customers interact with service providers in giving out services effectively and efficiently. In reference to Hoffman and Bateson (2010, p.211), the servicescape is connected to individual at their emotional, physical and psychological level or reaction towards the business environment that is involved. SAIBT is an educational institution based in Australia well known as South Australia Institute of Business and Technology. The institution offers educational services both locally and internationally. It is certified to teach diploma, certificates, and degrees various area of business including tertiary and business management. In connection with other certified institutions, it has good relations with other campuses in the creation of education beneficial ties for its customers. SAIBT also is in the group of technological institutions that have embraced technology at first hand in terms of information and knowledge empowerment view picture C. Purpose of SAIBT servicescape The reasons that SAIBT uses servicescape are to give guidance to new customers who are willing to use their facilities. It makes sure that the customers and service providers interact at a certain level during services rendering. SAIBT has servicescapes such as the ambient conditions featured physically throughout the surrounding of the campus to give an interpersonal interaction by invoking some of the human senses. At this level of interaction the eyes, noise, ears, and hands are highly involved in delivery and receiving of services. The servicescape also looks at the kind of space needed to operate a certain type of activity and the creation of such space. This is the environmental layout that stretches to arrangements of tables, chairs, and furniture’s starting from the reception, lecture rooms to the corridors and grounds where there might be a garden place. The other types of servicescapes are signs and symbols in the business environment. They help one to identify the correct direction to certain locations in the premises. A lot of time for clients who have busy schedules during working hours is utilized. In one way or another, both the customer and service providers benefit a lot from such an environmental service upgrade in and out of business (Ujjin, 2011, p. 1). SAIBT servicescape Theory The servicescape theory that SAIBT uses is very common to other dimension that other organizations put into practice to enhance great services to their customers. In reference to Rao, 2011, pg 267 and 268 the Stimulus-Organism-Response theory is a model functional at the SAIBT institute which helps in explaining the psychological effect that the environment imposes on people. This model is so practical since the effects are highly reflected through the feeling that the customers have after interacting with the service provider or employee. According to Murphy (2012 p. 1), the basics of this theory are seen in the behaviors that the customer portray even before any interaction is made between the customer and the service provider. SAIBT uses this theory to create a stable environment to accommodate customers be it an international or local one. Through this theory SAIBT highly ensure that the clients first impression about the institution is one that making them comfortable, confident and relaxed. This theory is an attractive program for anyone who will enter the premises. All factors are highly required in this theory since it is general in reference to the environment that the client will occupy during the first time visit. In reference to Gannage (Jr), (2009 p.25), the color scheme, furniture arrangement, portraits, notice board positioning, signs and post, layouts among other must be must be perfectly allocated. SAIBT has in position some of the features discussed in this context highlighted below. According to Hoffman and Bateson (2010 p.204), the SOR theory is a is a reflection of a reaction that is obtained by the clients view on the environment. Findings According to Gannage (Jr), (2009, p. 24) servicescape is also referred to as service environment that entails any physical interior decoration and blueprints at working places. Among the factors highlighted in this context are the factors listed below that are significant to the SAIBT level of service environments. The institution has spacious staircases with simple picture frames well positioned along the staircase walls. There is a public reception that can accommodate several customers at a go. The institution has a library longea area magnificently designed for students who want to relax before or after reading. The library also a computer section that is well arranged and developed in its system distribution. The hanging notice board along the corridors that give a message of concern and care is one thing that gives the student in SAIBT an assurance for their catered needs. The direction board is very informative on the allocation of lecture hall and other facilities in the institution. According to Ujjin (2011 p.1), business infrastructure are developing to service environments that can be relied upon by the customers for any type of services needed in see picture A to F. Ambient conditions The ambient conditions are aspects that highly invoke the senses of a human being. A customer will be requires to see, touch, smell or hear at a certain point of service interaction. For a customer to be satisfied with any services the surrounding must have been accommodative to the kind of personality he or she has. In this regard, the environment must be one that has a good scent that does not bring nausea or any sort of bad emotional or physical reaction. The employees serving must have good mouth and bodily ardor while interacting with the customers. The working place be it a reception area or a book store the arrangement, cleanliness, voice control or sound in music must be accommodating to the ear, eye, noise and hands. According to Hoffman and Bateson (2010, p.210), these conditions also extend to the color schemes, music system, light distribution, atmospheric freshness and amount of space in every sectioned department. In SAIBT the pictures labeled C, D, E, and F are good examples of ambient conditions in an environmental service landscape. Picture labeled C and E give a reflection of the reading area in the library that initiates the use of light and colors that engage the mind to a reading mood. The light distribution and color scheme in such environments is very fundamental at the staircases, at the reception and the longea area in the library not forgetting the computer section. SAIBT has highly used the Mehrabian-Russel Stimulus-Response Model to effect a comfortably and adaptive environment for visitors. Space/function The amount of space given in each area for instance the library and the reception is key to the operational activities of such a place. According to Collett (2008, p.36), the function and arrangement of items pictures represents the operations of a certain activity place in the company environment in each department. This draws attention to the fact that there must be enough space that will give room for the operation effective services at such a place and to also give the customer enough space to comfortability. The functioning of such areas requires a lot of movement in allocation for relevant material at certain points in time. Space is a key aspect in any organization or company that intends to harbor for a large number of clients in its daily services. In such cases, the more space you have for a working area the higher the level of services given. In creation of space and functioning of the working places, the institution has highly utilized that environmental servicescape in the picture labeled D, E, and F. According to Collett (2008, p.33-34), the space provided especially at the reception and the corridor or staircase is very crucial in maintaining an environment that does not put someone in a rush to vacate the premises. It is evident that visitors will always try to keep off attraction or any haptic behaviors in ques or even along staircases. SAIBT’s reception and the staircases give that approach that is in the Rusell Model. In a wide space allocation like the picture labeled F the visitor’s are easily noticed by the employees and thereby special attention can be retrieved. There is a provision to place the working items in order where there is space for quick rendering of services see picture F. In places like the staircase space also provide the areas to put displays such as symbolic photos or artifacts. Signs and symbols This is also major in the environmental servicescape in any organization. From the entrance to the minor areas that may offer services servicescapes should be applicable. These symbols give a clear view of how the company carries out its business transactions. Servicescapes must be very clear and well written to avoid misguiding any customer in the wrong direction. The correct positioning of such article and signs is very fundamental. However, in so many occasions visitors usually find themselves lost or asking for further direction because of lack of clarity in the signage’s and posters put in place. The symbols altogether may confuse the visitor especially where directional arrows used are not specific. Murphy (2012 p. 1) notes that such servicescape and blueprints remain to be very instrumental where organizations or companies are situated in a common place or commercial building. SAIBT has tried to implement the signage and symbol system as illustrated in picture labeled A G, and B. The system in the directory enables the new student or visiting students to allocate their relatively correct lecture rooms in the institution. SAIBT has also tried to put labels on the lecture rooms and halls which functions the same as the signs and symbols. The signs and symbols go along in the indications of gender on the door of restrooms across the institutions. Signs and symbols of danger are used in fire alarms and exit doors in the institutions. Conclusion In conclusion, the servicescape concept can also be useful in making assessment on the quality of services provided in different institution. This helps a lot in making competition stiff especially where the services rendered are similar. Service environment also develop infrastructure in business premises for the advantage of attracting and upgrading a company’s status core. Such environmental services also become useful especially in institutions that have regular and irregular students who may use lights as indicators for bell or fire alarms when in classes or business centers due to any form of disabilities. Recommendations The servicescape environment theory can also work well in the arrangement of the computer system in the computer library area. Moreover, the system may be implemented in the lecture rooms, rest rooms, cafeteria, and other area that can have congestion of people occasionally. In the computer sectioned area in the library the use of rectangular or square table will be accommodative of more students in the library at the same time to provide more space and service. The blueprints, signs and symbols can be revised from time to time. The use of more lights along the staircase and the computer area in the library can be very useful. In the libraries at the long reading area labels or book tags can help a lot in the identification of different types of books for different types of readers A suggestion box should be at the entrance an addition of signs or symbol board for the students who are new and thereby need to be directed from time to time. Appendices p Picture A Picture B Picture C Picture D Picture E Picture F Picture G References Hoffman, K. D. and Bateson, J. E. G., 2010. Services Marketing: Concepts, Strategies, & Cases: Concepts, Strategies, and Cases. Stamford. Cengage Learning. Collett, P. L., 2008. Servicescape and Customer Satisfaction: The Role of Strategy. Cambridge. ProQuest. Murphy, S. A., 2012. Info Pro: Adopting Tools from the World of Business Consulting Retrieved December 17, 2013 from K. Rama Moahana Rao (2011), Services Marketing. New Jersey. Pearson Education India Gannage (Jr), J. G., 2009. Assessing SERVQUAL and the Automotive Service Quality Model: A Comparative Study. London. ProQuest. Ujjin, P. A., 2011. The Servicescape. Retrieved December 17, 2013 from Read More