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).
Andrew, G 2011, Foundations of Economics, Oxford University Press, New York.
Berman, B 2005, ‘How to delight your customers’, California Management Review, vol. 48, no.1. pp. 129-153.
Booms, B.H & Bitner, M. J. 1981, "Marketing strategies and organisation structures for service firms". In Donnelly, J; George, WR. Marketing of Services, American Marketing Association. Chicago, IL.
Bitner, M.J., 1992, ‘Servicescapes: the Impact of Physical Surroundings on Customers and Employees’, Journal of Marketing vol 56, no. 2, pp.57-71.
Carman, J. M, 1990, ‘Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions’, Journal of Retailing, vol. 66, no. 1, pp 33-55.
Carson Research Consulting Inc, 2006, Customer Satisfaction and the Success of Your Organization, viewed September 26 2014
Eshghi, A., Roy, S.K., & Ganguli, S. 2008, ‘Service quality and customer satisfaction: An empirical investigation in Indian mobile Telecommunications services’, Marketing Management Journal vol 18, no. 2, pp. 119-144.
Hoffman, K. & John B, 2011, Services Marketing: Concepts, Strategies, & Cases, Cengage Learning, New York.
Johnston, R, 1994, ‘The determinants of service quality: satisfiers and dissatisfiers’, International Journal of Service Industry Management, vol. 6, no. 5, pp 53-71.
McDonald N.M & Messinger, D.S 2010, The Development of Empathy: How, When, and Why, viewed September 26 2014
Oliver, R. L 1980, ‘A cognitive model of antecedents and consequences of satisfaction decisions’, Journal of Marketing Research, vol. 17, no.4, pp. 460-469.
Parasuraman, A., Zeithaml, Valerie A. & Berry, Leonard L., 1991, “Refinement and reassessment of the SERVQUAL scale,” Journal of Retailing, vol. 67, no. 4, pp. 420-450
Rao, K.R., 2009, Services Marketing, Baba Barkha Nath, New Delhi.
Rosenbaum, M. S., 2005, "The Symbolic Servicescape: Your Kind is Welcomed Here", Journal of Consumer Behaviour vol 4, iss 4, pp. 257–267.
Shamoon, S & Saiqa T, 2011, "Brand Management: What Next?" Interdisciplinary Journal of Contemporary Research in Business, vol. 2, no .12, pp. 435–441.
Soomro Y. A, Hameed, I., Shakoor, R. But, A.S & Kaim-khani S. A, 2012, ‘Factor affecting Consumer Preference in Airline Industry Far East’, Journal of Psychology and Business, vol. 7 pp 63-71.
Szwarc, P., 2005, Researching Customer Satisfaction & Loyalty: How to Find Out what People Really Think , Kogan Page Ltd, New York.
Zeithaml, V., Bitner, M.J. & Gremler, D., 2012, Services Marketing, 6th ed, McGraw-Hill Higher Education, Boston.