Essays on Servicescape Concept in Service Marketing - Tiger Airways Case Study

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The paper "Servicescape Concept in Service Marketing - Tiger Airways" is a perfect example of a marketing case study.   Servicescape is a concept in services marketing originally introduced by Booms & Bitner (1981) to illustrate the impact that the physical environment has on the service process. According to Booms & Bitner (1981), servicescape is the environment where service is assembled, provided and where service providers and customers interact. Servicescape also incorporates tangible aspects such as physical design and dé cor among other physical evidence that facilitate the communication and performance of the service.

Zeithaml et al (2012) observe that servicescape is a vital asset for communicating the quality of service, creating a foundation for understanding customer expectations, enhancing employee productivity and building the service experience. Form the above illustrations, it is evident that servicescape is a very important tool that touches can affect employees performance and forms grounds upon which customers can evaluate the quality services delivered (Rosenbaum 2005; Zeithaml et al 2012). A critical look at the provided case study, it is evident that Tiger Airways servicescape may include elements such as; its website, physical design and decor elements of its airplane exterior and interior such as seats, lighting, temperatures in the waiting room and quality of safety types of equipment among other elements.

Over the years, a number of studies have established that elements in the servicescape can significantly affect behavior of both employees and customers (Bitner 1992; Rosenbaum 2005; Zeithaml et al 2012). On this note, Bitner (1992) notes that servicescape elements influence that nature and quality of interaction between customers and employees. Similarly, Zeithaml et al (2012) observe that servicescape have a strong impact on how customers perceive service experience and how employees perform within the service environment.

Based on these sentiments, it is plausible to argue that in order to understand the effects of servicescape on behaviour, it is necessary for Tiger Airways to include both their customers and employees in the framework used. In reference to the Expectation Confirmation Theory, we can argue that it is necessary for Tiger Airways to include their customers in any framework for understanding servicescape effects on behavior because servicescape elements significantly determine how a customer’ s perceived service quality.

The Expectation Confirmation Theory postulates that customers expectations and the way in which they perceive service performance significantly influences their satisfaction levels (Oliver 1980). In this regard, Zeithaml et al (2012) note that servicescape plays a very significant role in communicating the image and service quality offered by an organisation. Servicescape elements determine whether customers will have a positive or negative service encounter. Consequently, this will influence their patronage or loyalty towards the organisation. In the case of Tiger Airways, it evident that customers expect a well functioning website that is responsive to their needs.

If this expectation is not met or they perceive the performance of the website to poor they are likely to become dissatisfied. Elements of Tiger Airways’ servicescape such as a well functioning website that is responsive to customer needs and makes it easy for a customer to access services may help to eliminate confusion and service delays. As a result, customers are likely to have a positive attitude towards the organisation. This will, in turn, enhance their loyalty (Berman 2005; Zeithaml et al 2012).


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