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Service Product Analysis Table of Contents Table of Contents 2 Overview 3 Importance of Servicescape 3 The Purpose of Service Environment 4 The Impact of Physical Surroundings on Customers and Employees 5 References 8 Overview The physical atmosphere is considered to be a noteworthy and significant determinant that influences the satisfaction and the succeeding behaviour of a customer…
These factors might seem insignificant but when observed in depth, reveals the fact that they are capable of manipulating the level of satisfaction as well as the behaviour of a customer in a positive and in a negative way. Both the factors of behaviour and satisfaction isn relation to a customer hold huge importance in the service industry. Importance of Servicescape Servicescape is said to be the structure or the physical atmosphere that encircles the service. As the individuals present in this physical atmosphere also form and manipulate the atmosphere, so, the social atmosphere or environment is incorporated in the above definition too. A quite vital role is played by the servicescape in forming the expectations of the customers, differentiation in service, making easy the objectives of the customer along with the employees and manipulating the characteristic of the experiences of the customers. It is capable of manipulating the relationship objectives of customers who are important. It begins with drawing the customers to withholding and also in improving the relationship between the customer and the service firm. The appearance and structure of Servicescape assists in drawing customers towards the facility of the offered service. ...
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