The paper "Service-Scape in Marketing" is a great example of marketing coursework. The modern corporate world experience intense competition where many firms now operate in the same industries and offer almost the same services or similar products to the customers. The intense competitive pressures exerted to the managements compel them to scale up their games so that they can remain relevant in business. Managements always spend sleepless nights in finding better ways they can manage their operations so that they can capture large shares of the market (Chua, Othman, Boo, Abkarim & Ramachandran, 2010, pp 184).
One interesting fact is that while there exist so many firms in the same industry providing similar goods and services, some firms do not perform well as their competitors (Alba, Hutchinson, 1987, pp 417). The performance of different firms tends to vary in terms of sales and profit. It is until in recent years when the service providers came to realize that creating and maintaining loyal customers is a very important practice for their survival (Masoud & Hmeidan, 2013, pp 130). The biggest challenge to these service providers who have realized this is how to attract and make the customers loyal.
Attracting and maintaining customers are two different things which the management should be very cautious about them (Chua, Othman, Boo, Abkarim & Ramachandran, 2010, pp 184). A firm can easily attract customers to buy their commodities or services for the first time. However, it becomes difficult for these firms to maintain these customers. One underlying fact which the service providers ought to keep in mind is that the service-scape of the workplace is one main factor that can either make customers come back or go for good.
Service-scape in its definition is the environment in which the seller and the buyer interact (Bitner, 1992, pp 57). This environment is composed of both the physical commodities around the place and the social aspects in the surroundings. As mentioned earlier, two or more businesses could be offering the same services, but the customers may prefer to be served by one particular firm other than the other. It is because of the differences in the environmental conditions which these firms offer their services. Bitner (1992, pp 58) points out that the physical surroundings are very much important in service setting since both the customers and the employees providing these services always experience the firm’ s facility.
Bitner (1992) asserts that the both the physical and the social environment at the service delivery place should be suited to satisfy both the customers and the employees giving these services (Bitner, 1992, 59). He further noted that most firms have come to realize that the prevailing environment is important in attracting and retaining customers. However, some firms only concentrate on creating an environment that only suits the customers but not the service providers (Bitner, 1992, 59). Creating a conducive environment at the service delivery place, the management should also put into consideration the environment in which the service providers are exposed to (Chua, Othman, Boo, Abkarim & Ramachandran, 2010, pp 184).
It means that effectively attract and make loyal customers; the welfare of the sellers must also be taken care of well. It is because the sellers are the people who are in direct conduct with the cusrt5omers on the market (Bitner, 1992, 59).
Therefore, when they are not provided with the right environment to serve the customers, they may disgrace the customers, and the customers may decide not to come back.
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