Restaurant and Gym Service Environment - Literature review Example

BUSINESS REPORT Executive Summary The background aspects of the service environment usually have profound impacts on both the customers and employees. Customers during the course of service encounter environmental aspects, such as scents, music, lighting, temperature, and noise. These aspects influence the customer emotionally, physiologically, and cognitively and depending on the influence, the customer assessment of service quality is affected. The assessment of the restaurant and gym service environment revealed that the general interior, exterior facilities, environment layout, interior display, as well as social dimension play an important role in customer satisfaction with a service provider. In both the service environments, customers are able to have a pleasant experience and this ensures repeated use of services. In accordance with Russell model of affect, the service climate of both the restaurant and gym enables the customers to have a pleasant experience. Introduction Service encounter usually plays an important function in determining customer satisfaction. Organizations usually strive to create a service climate, which encourages customers to perceive the service quality received as superior (Harris & Ezeh 2008). The design elements in a service environment can lead customers to have a joyful influence and this in turn can influence the customer loyalty. According to Jiun-Sheng and Haw-Yi (2011), the physical and social environment has a positive influence on customer emotions and satisfaction, which consequently influence behavior intentions. They also noted that the physical environment exhibits more influence on consumer emotion and satisfaction than the social environment. This report will focus on the main design elements in a restaurant and a gym. The quality of service does not only depend on the offered services that meet the needs of the customers but also creating an atmosphere as well as an overall experience that is satisfying. Restaurant Services Environment Exterior Facilities The restaurant has very modern architectural design. The design of the restaurant is attractive with structural steel framings as well as glass together with unique architectural details on the exterior, which compliment the interior modern facilities. The design is eye-catching and helps to attract the attention of customers from a far. The restaurant structural height is 30m with 4 floors. This is a good height as most customers can easily access the different areas in the restaurants very fast. The restaurant occupies a land area of 800 m2 with a construction area of 1500m2. This space is adequate for restaurant expansion and enables the restaurant to be less crowded. The color of the building is blue and green. These colors are appropriate in the restaurant as they promote a peaceful atmosphere and encourage concentration; however, there is need for bright colors as the restaurant is an entertainment spot, and hence bright colors would help to promote the customers’ moods. The exterior design has dark and light contrasting materials, which allow a person eyes to be pulled in to its horizontal exterior design where concrete, and glass come together to create beauty. The restaurant has extensive lawns and gardens where visitors are able to rest. The garden has vibrant greenery, shaded places to walk and sit, and small waterfalls, which fascinate visitors of all ages. There is also a very large swimming pool, which provides a relaxation spot for the restaurant visitors. The lawns have beautiful flowers. This landscape complements the restaurant design with its lush as well as tended-to green and shrubbery, which invite both guests to spend time outdoor. The garden offers a quiet and contemplative space in the restaurant and this enables guests to relax. Jorg, Bo and Bo (2011) noted that the physical environment usually influence the customer experience either positively or negatively. In this case, it enables relaxation hence promotes positive customer experience. According to Johnston and Clark (2005), the customer interaction with the service environment usually create customer behavioral, emotional and cognitive responses and leave them with memories hence encouraging or discouraging repeat purchases. The restaurant is visible from a far because of its eye catching exterior design, also the areas does not have glass buildings. This enables most people, even visitors to note the restaurant presence-this serves to increase the number of customers who access the restaurant services. The restaurant both interior and exterior design is unique and the other restaurants in the areas are no match. The eye-catching materials and vibrant green and colors on the interior and exterior are unique and they enable customers to relax. There are fruit stands, pharmacies, and a drive through retail opportunities and this increases the consumers’ convenience. There are numerous businesses in the surrounding areas-the restaurant is in a central location and this means that the restaurant benefits from increased customers. There are also prestigious neighborhoods in the area. There is adequate space in the restaurant and the surrounding areas-there is no congestion. The restaurant area is large enough to host a large number of customers, both single and married and with children. The restaurant has diverse services are offered different floors - services are not concentrated on one floor, for instance, the restaurant topmost floor hosts businesspersons who may want to hold a business meeting or wedding parties. The third floor has excellent dining facilities for couples or individuals who want privacy. The second floor usually hosts family whereas the extensive first floor hosts all individuals who do not want private dining or meeting facilities. The different floors and extensive area helps to ease congestion and every customer is able to get a sitting place. There is adequate parking in the restaurant for the employees and the customers. The parking is easily accessible as it is opposite the restaurant entrance-this is the main parking garage, however there are other two smaller parking locations behind the restaurant. The adequate parking spaces enable entrance and exit to be more efficient for the staff and customers. The improved accessibility increases convenience and this increases repeat visits by the customers. According to Tam (2004), consumer satisfaction usually mediates the outcome impact of service superiority on behavior intention. General Interior The restaurant floor has beautiful tiles that match the restaurant color scheme. The restaurant is a high-traffic area, the tiles enable easy, and fast cleaning. There are harmonious blue and green color schemes, which are based on balance and help the customers to relax. The corridors and bathrooms are also painted lemon yellow, which is a warm color, and helps promote positive distraction. The blue and green colours are soothing and calming to the visitors-they bring tranquility to the customers especially those who want to relax, however the restaurant needs to reconsider this color scheme and add some bright colors, which serve to brighten customers mood. There is adequate lighting in the restaurant. There is diffused lighting in the corridors. The restaurant lighting system is designed to make maximum use of natural lighting. The system also has added illumination, which the staff adjusts to create a comforting and soothing ambience especially at night. There are also different sizes of windows-both small and large- which allow natural daylight into the restaurant, orientating the customers to exploit early morning sun exposure, offering high lighting levels for complex visual tasks and having windows in staff areas in order to the staff to have access to natural light. Good lighting leads to a good work environment, which improves staff performance and satisfaction and reduces errors. It improves the quality of the customers stay in the restaurant. Vaccaro, Yucetepe and Torres-Baumgarten et al. (2008) found that brighter lighting in a retail environment usually lead to more positive customer responses in the retail environment. Wong (2004) asserted that service superiority usually determines the emotional fulfillment of the customers and this in turn has a positive effect on consumer loyalty and relationship quality. The restaurant has implemented a scent-free facility policy in order to minimize potential adverse medical or allergic reactions associated with exposure to scented products. The restaurant is a clean facility and there are usually no odors. The restaurant usually plays some background music, which provides distraction, stimulates feelings of peace and tranquility, and reduces anxiety. There are also natural sound effects in the restaurant and together with the background music help the encourage relaxation for customers of most ages. Countryman and Jang (2006) noted that environmental comfort such as music, lighting, temperature level affects the overall satisfaction of customers. Oakes (2000) pointed out that background music enables the perceived waiting time to seem shorter in a supermarket queue or a restaurant and thus results in fewer dissatisfied customers- it could result in customer spending more time in the restaurant or store and higher likelihood of unplanned purchases. Fixtures and fittings include kitchen equipments of all descriptions, which enable the restaurant to offer a wide variety of dishes and cuisines. Maintenance of the restaurant includes sanitation and sewage facilities, civil structures, water supply system, and electrical distributional systems- these are necessary to maintaining maximum hygiene inside the restaurant and ensure a clean business environment. Removal and disposal of restaurant wastes and garbage is also an important aspect on maintaining maximum hygiene standard. There are flush valves and hands-free faucets, both for water-saving properties and hygiene benefits-they prevent the spread of germs. There are also lower-flow water products such as valves, which help to reduce costs. The restaurant walls are plain blue and green color shades. Most of the restaurant walls are painted. Tiles, marbles, wood, glass, and cork are some of the different textures displayed in the restaurant walls. The restaurant ceilings are mineral fiber ceiling panels, glass finer acoustical ceiling panels, and glass fiber panels. The glass fiber ceilings are effective in the restaurant ceiling as they are efficient in absorbing sounds. These ceilings are also in the corridor and this helps to reduce sound propagated through the spaces. The ceiling has a very eye catching design which help to improve the restaurant attractiveness. The restaurant temperature is about 70 degrees Fahrenheit. This reduced the growth of viruses and bacteria and reduces the spread of infection. The restaurant is very clean-they are no bad smell or odors, this is important in a restaurant setting to prevent illnesses and food poisoning. The width of aisles is 10ft. The price levels for the different food products usually vary. Some foods are charged a higher price than others and prices may range from a high of $ 2,000 to a low of $50. The client may opt to pay cash but the restaurant also accepts credit cards. The restaurant has up to date technological features that are evident in its exterior and interior features. The numerous machines used in food preparation and service are modern. This plays an important role in ensuring quality and varied foods and good service. The restaurant servicescape affects the customer assessment of service quality and post-purchase behavior (Kim & Moon 2009; Harris & Ezeh 2008). Internal Layout of the Restaurant The restaurant has 4 floors and different services are offered under these respective floors-every floor has a large number personnel-Chef, managers, and waitresses. The different equipment in the restaurant is placed in respective service department. This usually helps in service delivery. Every floor has specific services offered under it. The restaurant has waiting areas in every floor; however, the waiting area in the first floor is quite large. The restaurant occupies an extensive place and this eases congestion within and outside the restaurant. There are usually very small or no waiting queues as there are numerous restaurant staff to attend to even large number of customers. Some customers whose dishes are prepared on order are usually offered various food incentives as they wait such as fruit drinks to improve service quality. According to Venetis and Ghauri (2004), service quality usually affects the customer intention to make repeat visits to a service provider. The restaurant has a wide range of high-tech furniture, which includes chairs, tables, and couches manufactured using a wide variety of materials such as plastic, iron, steel, wood or a combination of metals. The furniture is functional for both the customers as they increase their level of comfort as they enjoy their meals. There are four floors, which have extensive spaces. This prevents congestion and ease of service delivery. Every floor has its own personnel and equipment, which enables effective service delivery. Interior Displays The restaurant has a food menu, which is a long list of the foods, cuisines, and drinks offered in the restaurant and their respective prices. There are very eye-catching wall paintings, which help to engage the customers as, enjoy the foods being served. There are various signs inside and outside the restaurant, which direct the customers to different area in the restaurant. Social Dimensions The restaurant staffs are very friendly-they smile and talk to the customers in a friendly manner explaining the different foods offered in the restaurant and answering any questions that the customer might have. This increases customer satisfaction. According to Hennig-Thurau, Groth and Paul et al. (2006), employees who smile at customers usually increase service encounter satisfaction. The employees’ uniform is a short sleeve shirt and pant, which are green in color. The uniform enables ease in undertaking the various tasks. There is no overcrowding in any one floor in the restaurant, as they are adequate personnel for assisting the customers. This ensures effective delivery of services. The restaurant serves people of all races, classes, religion, sex, age, ethnic group, and country of origin. This increases the customer base in the restaurant. The restaurant provides for privacy as the individuals seeking to have a private dinner or a meeting conference in a quiet place can book the second, third, and fourth floors. The restaurant builds a service environment that ensures customers trust and commitment. Caceres and Paparoidamis (2007) asserted that service quality usually affect the mediating variables of commitment and trust. Gym services Environment The gym offers extensive services and programs such as personal training, strength training, spinning studies, aerobic/group exercise, massages, juice bar, bodybuilding training, cardio, and free weights. The gym has three floors. The gym exterior features black and green stripes on one side, which bend to create an illusion of bending and bubbling texture and has a striking geometric diamond pattern of white panels and glass. This design is eye-catching and helps to attract potential customers. The color of the building is green and black although green is dominant. The biggest part of the exterior wall is made of reflective glass and potential customers can notice the gym from a far. There are exterior signs that direct customers on the different services offered in the gym and their respective floors. The gym front features a large car park, a large waterfall, beautifully mowed lawns, and flower gardens. These features serve to appeal to customers to join the gym. The lawn is beautifully trimmed to form the name of the gym and flowers adorn it-they help to increase the attractiveness of the gym hence attracting potential customers. The gym entrance is quite large and is a security officer to direct incoming customers and guests. The gym is clearly visible because of the reflective glasses-this attracts potential customers. The building is unique as there are no other similar architectural designs in the area. The gym is surrounded by numerous businesses such as insurance companies, restaurants, large supermarkets, and clothing stores. This serves to increase the gym customer base. The surrounding area is cosmopolitan and has many businesses-this helps to increase the customer base. There is no congestion as the service area is quite extensive; however, the surrounding area is usually overcrowded with people. The gym has ample parking space and is easily accessible. This is convenient for most clients and ensures repeat clients and guests. Jang and Namkung (2009) noted that positively perceived design and ambient factors in the physical environment lead to greater satisfaction. General Interior Most parts of the gym floor have cream yellow tiles, which are blended to create a very attractive sight. Numerous areas in the gym are also having black carpets, which increases the customers comfort as they undergo the different gym routines. The interior color scheme is a light blue and white color scheme, which makes the interior more personal and inviting. Nevertheless, given that the exterior color is green and black, the gym could have opted for the same colors and maybe use different shades. There is adequate electrical lighting and natural lighting. The adequate lighting ensures effective service. There are no scents or odors in the gym-the gym is a clean environment. The gym plays slow background music, which plays an important part in entertaining the clients. The gym maintenance includes sanitation as well as sewage facilities, water supply system, and electrical distributional systems. This ensures maximum hygiene inside the gym. The gym walls are plain as they are dominantly made of glass. The ceiling consists of 3D design or repeated round shapes. The temperatures are quite warm; the gym uses air conditioning systems to reduce heat. This ensures that the temperatures are favorable for the customers. According to Countryman and Jang (2006), environmental comfort such as music, lighting, temperature level affects the overall satisfaction of customers. Store Layout The gym has different departments. These departments occupy the three floors-there are various services offered under every floor. The gym personnel are found in the respective floors, for instance the aerobic instructors are found in the second floor where aerobics services are offered. The gym has a waiting area with resting places in all the floors. There is only a lot of traffic in the ground floor as the customers wait to take a lift to the different departments. There are usually no waiting queues as the gym had adequate personnel to deal with the customers. This ensures that the customers are served well and in a timely manner. The gym has very high tech furniture, which suits the gym modern architectural design. This help to improve customer appeal. Lin and Liang (2011) found that the physical environment influences both customer emotions and satisfaction. Interior Displays The gym has different posters and wall decorations, which demonstrate the way various exercises should be undertaken in order to attain maximum fitness. There are various racks and cases for holding the different gym equipments. The gym has a chargemaster, which contains the costs for the different services offered. Social Dimensions The gym has personnel with different qualifications and who play different roles in the gym, for personal trainers who help the client to improve their overall physical health, aerobics instructors who lead group of clients in exercise routines that help them maintain and improve their fitness and health. The gym instructors wear different types of gym clothes including swimming suits or tracksuits depending on the instructor role. The gym area is not crowded as there is ample space for customers and staff to move about. The gym serves customers of all classes, races, religion, sex, age, ethnic group, and country of origin. Most of the exercises are undertaken as a group; however, customers seeking private lessons are offered personal trainers and are able to go through the weight loss or fitness plan individually. This helps to improve the customer confidence in the gym. The service environment including both the physical and social environment plays a critical role in service encounters and has a considerable impact on service outcome and customer emotion (Fowler & Bridges 2012) Russell Model of affect and the Restaurant According to Russell’s model, feelings are central to the way people respond to an environment. Emotional responses to environments are described along pleasure and arousal. The restaurant environment can be considered to pleasant. The clever design of the exterior facility, general interior layout, internal displays, and the social dimensions elicit positive behavioral responses among the consumers. The restaurant service environment positively shapes the customer behavior and experiences and enhances productivity and service encounter. The exterior design of the restaurant is attractive and helps to attract the attention of consumers. The restaurant colors promote a relaxing environment however in order to increase the customer satisfaction, there is need to use more bright colors in the restaurant. Kim, Kim, and Kandampully (2009) observed that service environments usually influence customer satisfaction. The gardens and lawns invite offers a quiet and contemplative space in the restaurant. The improved accessibility also makes it easy for the clients to increase to access the restaurant. The good lighting-both natural and electrical light- help to reduce various errors and create an enhanced service environment. The restaurant has up to date interior and exterior technological features that increase the restaurant attractiveness. The restaurant has adequate space, which prevents congestion and ensures ease of service delivery. The restaurant social dimensions also help to increase the restaurant customer base. All these features usually increase the customer satisfaction with the restaurant services. Russell Model of affect and the Gym Like the restaurant, the gym also has numerous design elements, which enable customers to have a joyful experience and help to improve customer loyalty. According to Russell model of affect, the customer experience in the gym can be considered pleasant and exciting. The gym exterior features are eye-catching and help to attract potential customers. They appeal to the customers to join the gym. The interior is personal and inviting, customers are served well and in a timely manner and the high tech training equipment facilities improve customer appeal. The social dimensions of the gym help to ensure repeat customers-the gym is able to attract and retain customers. Photos Restaurant Service Environment Restaurant Gym Service Environment Recommendation for Improvement Both the service environments-restaurant and gym-help customers to respond positively and leads to an exciting and pleasant experience; however, in the case of the gym service environment, there is need to change the color scheme to match with the outer green and black colors. This will help to create uniformity and help to create a relaxation and serene mood further increasing customer satisfaction with the service environment. Conclusion It is evident from the medical services and financial service environments that design elements usually influence customers positively if they are well incorporated in the service environment. The exterior facilities, general interior, environment layout, interior display, and social dimension play a significant part in determining whether the customers will have a pleasant experience. 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