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Learning Module 7

Service Facility Layout

These course notes are for use in conjunction with Learning Module 7 of
MG 476 - Services Management.

Menu for Learning Module 7

Layout Issues in Service Organizations

In service organizations the basic trade-off between product and processes layouts concerns the degree of specialization versus flexibility - as well as the productivity that is a concern for both manufacturing and service organizations.

Services must consider the

Those that need the ability to provide a wide variety of services to customers with differing requirements usually use a process layout. For example,

Retail Service Layout

The objective of a retail service layout (as is found in stores, banks, and restaurants) is to maximize net profit per square foot of store space. [1]

One approach to this objective has been to use such criteria as "minimize handling cost" or "maximize product exposure." However, as Sommers and Kernan [4] observed almost 30 years ago, employing these and similar criteria in service layout planning "results in stores that look like warehouses and require shoppers to approach the task like order pickers or display case stockers."

Another approach that has been widely accepted for the retail situation is that sales vary directly with customer exposure to products. Consequently, a requirement for good profitability is to expose customers to as many products as possible. Studies do show that the greater the rate of exposure, the greater the sales; hence, the higher return on investment. The operations manager has two distinct variables to manipulate. They are:

Five ideas are helpful for determining the overall arrangement of many stores. The objective of retail layout is to maximize profitablity per square foot of shelf space. The criteria may be modified to the needs of the product line by using linear foot of shelf space in lieu of square foot of shelf space. Big-ticket, or expensive, items may yield greater dollar sales, but the profit per square foot may be lower. A number of computerized programs exist that can assist managers in evaluating the profitability of various merchandise. [22]

Office layout

The criteria for a rational approach to office layouts in terms of work flow are the same as those for manufacturing tangible goods. That is, we can organize around either processes or products. In most organizations, however, there is some middle ground where, for example, the accounts receivable department handles receivables, the order department handles incoming orders, and the accounts payable department handles results of purchases and other bills.

This middle ground can be thought of as cellular organizations arranged and rearranged as work procedures and volume change. The frequent rearrangement of offices is witness to the flexibility of this cellular relationship. [22]

Warehousing and storage layout

The objective of warehouse layout is to find the optimum trade-off between handling cost and warehouse space. Consequently, management is to maximize the utilization of the total "cube" of the warehouse - that is, utilize its full volume while maintaining low material handling costs. We define material handling costs as all the costs related to the incoming transport, storage, and outgoing transport of the material. Effective warehousing layout must, of course, also minimize the damage and spoilage of material within the warehouse.

Management minimizes the sum of the resources spent on finding and moving material plus the deterioration and damage to the material itself. The variety of items stored and the number of items "picked" has direct bearing on the optimum layout. A warehouse storing a few items lends itself to higher density more than a warehouse storing a variety of items. Modern warehouse management is, in many instances, an automated procedure utilizing automatic stacking cranes, conveyors, and sophisticated controls that manage the flow of materials. [22]

Cellular Service Units

Some service organizations are finding that better customer service results from clustering services by customer needs rather then by function or service type.

Some leading hospitals, for an example, are challenging traditional approaches to layout and are redesigning their operations to have a higher focus on patients while also achieving higher levels of quality and efficiency. [37] Rather than shuffling patients back and forth from one functional department to another (radiology, pharmacy, physical therapy, and so on), cellular service units can be created for high-volume routine services.

This "hospital-within-a-hospital" concept is supported by multifunctional teams of healthcare providers who care for patients during their entire stay, thus providing greater continuity of care as well as reducing scheduling problems and patient transportation requirements. For example, the establishment of a mini-laboratory for frequent, basic tests with a service unit can produce dramatic decreases in turnaround times. [32]

Work Cells

A special case of process-oriented layout is the work cell. A work cell takes machines (or processes) that would ordinarily be dispersed in various process departments and arranges them in a small group so that the advantages of product-oriented systems can be brought to bear on a particular batch or family of batches. The work cell is built around the product. The advantages of work cells are:

When a firm has identified a large family of like products (or processes) and the forecast is stable and of adequate volume, a focused work center may be organized. A focused work center moves production from a general-purpose, process oriented facility to a large work cell. The large work cell may be a part of the present plant, in which case it may be called a focused work center.

A fast-food restaurant is a focused work center. Burger King, for example, changes the number of personnel and task assignments rather than moving machines and equipment. In this manner, they balance the assembly line to meet changing production demands. In effect, the "layout" changes numerous times each day. [22]

Individual Workplaces

We can apply the principles of facilities layout on a smaller scale to the design of individual workplaces. Clearly, the workplace should allow for a natural flow of movement as the task is performed.

The principal questions to be answered are:

1. Who will use the workplace? Workplace designs often must take into account different physical characteristics of individuals. For example, military personnel have different physical characteristics than the average citizen, and there are difference between men and women.

2. How will the work be performed? This includes knowing what items and tools are needed, whether the worker needs to record information, and so on.

3. What must the worker be able to see? Workers might need special fixtures for blueprints, test procedures, or other documents.

4. What must the worker be able to hear? Workers may need to communicate with others, be able to listen to certain sounds during product testing, or be able to hear warning sounds.

5. What must the worker be able to reach? This will affect the location of parts, too, and other items.

The workplace environment is an important consideration for service operations management. If not properly designed, it can actually be distracting and result in reduced productivity, or even be dangerous to the employee's health. This is true not only for factory labor, but also for white-collar work, particularly work that is computer-intensive.

Ergonomics

The field of ergonomics, or human-factors engineering, is concerned with improving productivity and safety by designing workplaces, tools, instruments, and so on, that take into account the physical capabilities of people. The objectives of a human-factors program are to improve human performance by increasing speed, accuracy, and safety; to reduce energy requirements and fatique; to reduce the amount and cost of training; to reduce accidents due to human error; and to improve user comfort and acceptance.

Ergonomics developed as a discipline during World War II, when analysts concluded that the death of many pilots was due to their not having mastered the complicated controls of their airplanes. Ergonomics is evident in a variety of consumer products. Kodak, for example, employs some 40 ergonomists to assist in the design of cameras and copiers as well as in improving work in its own factories. The windshield-level brake light required in 1986 model cars resulted from ergonomic analysis that indicated such lights could reduce rear-end collisions by 50 percent.

Another reason for services operations managers to be concerned with ergonomics is the Americans with Disabilities Act (ADA), which became effective in July 1994 for all employers with 15 or more employees. The act prohibits discrimiation against qualified individuals with disabilities in "job-application procedures, the hiring, advancement, or discharge of employees, employee compensation, job training, and other terms, conditions, and privileges of employment." As a result, employers sometimes need to modify existing facilities for individuals with physical disabilities - an endeavor that involves ergonomic issues.

Example: Human-Factor Guidelines for Computer Workstation Design

Rearch suggests the following guidelines:

Servicescapes

There are also humanistic aspects of the service that must be considered in the service layout.

Mary Jo Bitner [5] coined the term servicescapes to refer to the physical surroundings in which the service takes place, and how these surroundings affect customers and employees. An understanding of the servicescape is necessary to create a good layout for the service firm (or the service-related portions of the manufacturing firm). The servicescape has three elements that must be considered:

Student Generated Examples of Servicescapes

Ambient Conditions

Ambient conditions refer to background characteristics such as the noise level, music, lighting, temperature, and scent that can affect employee performance and morale as well as customers' perceptions of the service, how long they stay, and how much money they spend. Although many of these characteristics are influenced primarily by the design of the building (e.g., the placement of light fixtures, acoustic tiles, and exhaust fans), the layout within a building can also have an effect. Areas near food preparation will smell like food, lighting in a hallway outside a theater must be dim, tables near a stage will be noisy, and locations near an entrance will be drafty.

Spatial Layout and Functionality

Two aspects of the spatial layout and functionality are especially important:

The goal of circulation planning is to provide a path for the customers that exposes them to as much of the merchandise as possible while placing any needed services along this path in the sequence they will be needed. A few guidelines derived from marketing research and relating to circulation planning and merchandise grouping:

Signs, symbols, and artifacts

Signs, symbols, and artifacts refer to the parts of the service that have social significance. As with the ambiance, these are often a characteristic of the design of the building, although the orientation, location, and size of many objects and areas can carry special meaning. As examples:

As you might have gathered from these examples, the influence of behavioral factors makes the development of hard and fast rules for servicescape layout rather difficult. Suffice it to say that making the layout choice is not simply a matter of choosing between display space and ease of operation.
Servicescape Examples, provided by students:

   I frequently shop at Genny's Country Cupboard back in my home town.  I
feel this shop is a good example of servicescapes being properly used.
Genny's Country Cupboard sells a variety of candles, crafts, and baked
goods.  When you walk in the door you are immediately overwhelmed by the
strong smell of fresh baked goods, which are located in the back of the
store.  As you walk to the back, you pass many different displays of candles
and crafts.  I feel that Genny's has a unique atmosphere.  It is almost like
going to your Grandma's house.
   You are also offered complimentary hot tea and gourmet coffee while you
browse.  The lighting is very dim and there are candles lit.  This also adds
to the home-like environment.  People are also constantly offering you
samples of fresh baked goods while you shop.  The store is divided into
minature rooms that are decorated to give you ideas for your own home.  For
example, one room is a baby's room.  It is done up with pictures of angels
and pastel colors.  Another room is done entirely in Americana decor.  This
is a great help when trying to find a new look for that old room.
Angie Chilcott

   I chose to look at Hallmark as an example of a service organization that
uses servicescapes to their full potential.  In Hallmark everything is set
up in displays.  This makes it easy to look at similar items all at one
time.  Hallmark's lighting is very bright which makes everything look clean
and inviting.  The cards are all organized by catogories which makes them
easy to find.  Hallmarks also always has candles burning.  These scents not
only make you feel at home, but they also encourage you to buy their
candles.  They also play music at a low level.  This makes a peaceful
atmosphere, but does not seem overwhelming.
   Hallmark does a good job of having an open area which makes it easier to
shop.  Often times, they also offer complimentary snacks or drinks.  This
can be enticing to customers.  Hallmark also offers a very clean
environment.  You also see the associates dusting all of the merchandise.
This makes a person want to shop there more.  By combining all of these
factors, Hallmark offers a very inviting atmosphere for customers.
Melissa Sims


 I chose to discuss the servicescapes of the Memorial Union, because I work everyday in the building in the dining services department.  I feel that the Memorial Union has a good idea about servicescapes.  The union provides a good selection of music that students can hear as they are walking through the building.  The union also provides a casual atmosphere that students can enjoy.  Although the building can be filled with noise from students and people attending conferences, the offices that are located in the union block out these noises with closed doors.  The union also provides quiet study areas for students to study during class breaks.  The lighting in the union is bright so that students can study any time of the day.  A television area is also provided by the union so students can take time and relax.
 The Memorial Union houses the bookstore, Sodexho Marriott Services, the Multi-Cultural Center, the Administrative offices, Conference and Scheduling, Intrust Bank, the Bulletin office, the Assessment office, the ID center and the office for UAC and student organizations.  These offices are maintained through leases provided by the union administration office and Conference and Scheduling.  The union provides many services to students and the community.  The offices that do more business are located on the first floor.  Conference and Scheduling provides individuals the opportunity to plan a conference or meeting.  The information center provides students with information about the campus and the Emporia area, as well as offers check cashing, stamps, tickets, and money orders.  The MU Bookstore provides students, faculty, staff, and the community the opportunity to purchase books, supplies, clothing, software, and ESU memorabilia.  Sodexho Marriott Services offers students, faculty, staff, and the community a variety of food choices from their four different service operations.  Intrust Bank provides customers the opportunity of free checking and ease to their financial aid money.
 The Memorial Union does a good job of advertising their products and services to the students, faculty, staff, and community through displays, signs, and maps throughout the building.  The Memorial Union also provides easy access to all of the places mentioned above, making it more convenient for everyone.  The Memorial Union here at E.S.U. is a great place for students to relax and have fun, as well as the building meets the needs associated with getting a college education.
Michelle Zillman

Old Navy:
One of my favorite clothing stores is Old Navy.  Old Navy has many ambient
conditions that offer customers an upbeat, fun place to shop.  There is
always 'popular dance' music playing loud enough to be heard by potential
customers walking by.  The music attracts customers and is somewhat
uplifting; it puts customers in a good mood.  It helps make the atmosphere
in Old Navy fun.  The lighting in Old Navy is bright and inviting.  The
front of the store is all windows, which adds to the inviting feeling that
keeps customers coming back.  The temperature is comfortable, and Old Navy
has a "new" smell to it.  When a customer walks into the store, the scent is
fresh and new.  The employees at Old Navy are very friendly and very
helpful.  Old Navy is extremely spatial.  The stores are large and have two
or three floors.  All the merchandise is grouped for customer convenience,
which makes what your looking for easy to find.  It also makes for easy
browsing.  A customer never feels crowded when shopping at Old Navy.  When a
customer walks into an Old Navy store, he or she will always find a friendly
greeter at the front door.  Also, if one is looking for an Old Navy
souvenior shirt, those are displayed front and center.  While the atmosphere
and layout at Old Navy is mainly directed at younger customers,  Old Navy
brand is becoming more widely acceptable.  The evidence is clear in Old Navy
success!
Mandy Swayze

"Page Expedition.please follow the animal prints to the large elephant where you will meet your guide because your adventure is about to begin in the Rain Forest Café."  The Rain Forest Café is a restaurant whose ambiance and unique spatial layout has caused it to grow into a popular and successful business.
Consumers are first drawn into the Rain Forest Café by the sights and sounds that it offers.  Then, the business of making a successful business begins.the layout of the store is set-up for profit.  To enter the restaurant, the customer must first enter the Rain Forest Café store.  Then, while they are waiting for their "adventure to begin", the customers browse around the store looking at all the merchandise because the customers can't travel very far, or they might miss their "adventure".  In the store, customers can find attractions like the talking tree, an animated alligator that likes to chomp on change, and exotic birds.  The Rain Forest store offers their patrons a variety of merchandise for their shopping pleasure.
Once the adventure begins, the customers enter the dimly lighted rain forest, the restaurant.  Their sense of sight is overwhelmed.  Aquariums of all shapes and sizes are positioned throughout the restaurant, and in them are brightly colored exotic fish.  The walls of the restaurant are covered in trees, rocks, and vines.  Hidden throughout the foliage are a variety of animals and insects.  Some of the animals seem to be "alive"; a butterfly flaps its wings, and a jaguar swishes its tail.   In one corner of a restaurant is waterfall and in it is a statue of a man holding a globe.  The ceiling is a sparkling, night sky.  The customers are seated in tables and chairs made from wood that appear to be just branches and limbs strewn together, or they can be seated on giraffes, ducks, zebras, etc. at the bar.  Then, their sense of hearing comes into play too.  Approximately every 10-15 minutes, something occurs in the rain forest.  An elephant trumpets loudly and waves its trunk.  Monkeys cry and swing from trees.  Dolphins chatter.  Wild Lions roar and shake their heads.  Then, suddenly, the lights dim, and thunder rips through the restaurant followed by flashes of lightening in the night sky.  Everything and everyone in the restaurant seems to be in a constant, chaotic motion.
When finished, the customer leaves the "rain forest" and re-enters the store.  Where the temptation to buy a souvenir of their experience is great.
The Rain Forest Café is a very successful restaurant with new locations popping up all over the world.  A major factor in the Rain Forest Café's popularity is its unique rain forest theme and all the ambiance that is associated with it.  I
Stephen Page

Wal-Mart uses a logical layout for their Supercenter stores.  When
you walk in on the grocery side of the building, all of the high
impulse merchandise, such as produce, dairy, meats, etc. is placed
along the wall.  This forces the customer who may be in there to
shop for groceries to walk along the whole side of the store and
from the front to the back.  Walking this path can create added
sales on the back side of the store which is usually clothing and
home furnishings because the customer may wander on down through the
rest of the store.  Walking in on the Merchandise side of the store,
you have your pharmacy, health and beauty aids and pet departments
on the front.  These are high impulse areas too.  Finally, by
putting the layaway service in the back of the store, the customer
must walk past the jewelry and electronic areas, which is usually
what most put on layaway because of the prices of these items.
Chuck Schneickert

    An auto parts store is a good example of adapting Servicescapes concepts.
 Most have fast moving items, like oil and filters, far away from the door so
you must walk through the store to get to them.  Chemicals are also in this
group but usually on a different side of the building.  They usually have
music playing, make good use of end-caps to display seasonal and featured
items.  For parts that a customer can't find on their own there is a parts
counter that the customer must go to which is at the rear of the display area
forcing the customer to walk through more of the store.  Isles are normally
clearly marked so you know what is in each one and merchandise is displayed
by product type with related items close by for add on sales.  Today parts
stores are well lit well merchandised and clean.  In the old days they were
dirty, dingy places that were only seen by mechanics.  They have come a long
way.
Ken Ramsey

  While on vacation in Puerto Vallarta, Mexico, I frequently visited a restaurant named Le Bistro. This was an outdoor restaurant located by a small river that emptied into the ocean. Willow trees shaded the eating area above. Soft classical and spanish music played in the background with the noise of the river overshadowing. There was moderate light during the day and at night, candle lamps were lit above. The temperature was about 70 degrees in the evenings and the smell consisted of tropical plants and seafood.
     The spacial layout and functionality was unique. As you walk by the entrance, a waiter friendly greets you. He tells you about the specials and asks what kind of food you are in the mood for. Depending upon where you would like to eat, you will be guided to the lounge, the bar, or on the porch area. The service and food was fantastic. The waiters would frequently come by and a ask if everything was alright. Best restaurant ever!
Chad Patton 

The service organization I chose to describe is Station Casino in Kansas City, MO.  Station Casino has pretty much anything you would want to do on a night out.  They have a daycare center for your kids, restaurants, entertainment, movie theaters, bars, and of course the casino itself.  The casino is centered around all the other activities.  If you are sitting at a bar or restaurant around the casino, you can still see in the casino and hear the casino.  All the bright lights and the sounds from the slot machines just draws you in.

When you go into the actual casino they have several bars and cocktail waitresses running around all over the place.  Most people tend to spend more money once they've had a couple of drinks, so they want to make sure it is all around you.  The way the casino is set up is like a maze.  They want you to get lost in there and they make it very hard to get out of the casino.  There is only one exit.  They do this because the longer you are in the casino the more money you are likely to spend.
Shannon Schuman


I feel Dillards Salon and Day Spa is good at adopting the Servicescapes
concepts.  When you walk into the salon it provides displays of hair, nail
and skin products.  The lights are bright and music is playing.   The salon
is modernly decorated.  The waiting area also has displays of different
products and make-up to try.  While the customer is waiting, magazines are
provided  to select a hairstyle. Hair stylists and nail technicians use
products on customers which are available for purchase.  Located in the Day
Spa customers hear the sound of the waterfall.  The staff relaxes the
customers during eyewaxing, facials and other services.  Being pampered
makes customers want to stay for other services.  When the services are
done, products are available for purchase located by the checkout desk.
Customers feel like a million bucks so they want to make another
appointment.  In order to look great all the time customers usually buy the
products the staff used on them for home.  Dillards Salon and Day Spa is so
successful because of the layout of the salon.
Cherie Dixon

I chose to use Kohl's as an example of a service organization, which uses
the servicescapes very well.  Kohl's is like a small department store, which
is organized in categories, such as boys, girls, infants, mens, womens etc.
Kohl's mainly sells clothing.  They also offer home furnishings, jewelry,and
shoes.  These different categories make shopping easy because things are
easy to locate.  I rarely have to ask for help finding anything.  The
dressing rooms are large and have a lot of open space, which makes trying
clothes on more enjoyable.  The store is bright and has sunlight coming in
through the differerent entrances.  I think the lighting affects customers'
moods and makes them feel like shopping.  If you do need help it is easy to
find an employee to assist you.  There is usually someone in every
department just incase customers have questions.  Finally, Kohl's has at
least eight check out lines, which makes shopping faster.  I have never had
to wait in a line with more than two people in front of me. The combination
of all these factors make shopping at Kohl's an enjoyable experience.
Jessica Steckler

 I have found that a great place to eat or just to socialize at the bar is Carlos O’Kelleys of Manhattan, KS.  Great food and good surroundings make it a wonderful place to relax and enjoy oneself.  The restaurant itself is located on the exterior of Manhattan’s mall, but they do not share an entrance.  Directly in front of the entrance and around the immediate surroundings is a nice bit of landscaping to distract form the mall’s parking lots.  The landscaping can also be seen through the tinted windows that line the exterior of the building.
 Inside is a small reception area where guests wait to be seated.  This area is also positioned at its particular angle to keep outside air currents from disturbing customers in the seating area.  Within the seating area, there are several different types of seat adjustments.  There is a small area, which is somewhat confined by dark wooden walls for those who want privacy.  Another section is directly in front of the large tinted windows that allow one to see the outside.  A third section is along the back wall that is a few feet higher than the window section.  At last the bar and a few other tables are located behind another barrier which is also elevated.
 The atmosphere or ambiance of the restaurant is very quite and dim to suggestion the relaxing and low key life style of Mexico.  All possible interference is at a minimal since the kitchen and water closets are located away from the general dining areas.  The lighting in almost all sections is dim to represent early evening hours.  The only well lighted are in the direct view of the public is at the bar.
 Carlos O’Kelleys’ staff at this location is extremely pleasant to be around.  The server will go out of their way to make sure that your food is to your specifications as well as you entire stay.  Management and bartenders are also very friendly making one feel right at home.  Within a few visits, employees will recognize you and begin to address you.  I really enjoy this restaurant, but unfortunately it is not true of every one within the franchise.
Eric W. Smith

A good service that uses excellent servicescapes is Camelot Music.  When you
walk in the person at the check out stand greets you at the door.  There are
also salesmen in the store when you need help.  The music is at just the
right level so it is not annoying.  The titles of music are organized for
easy access.  The discount items are upfront for first browsing.  And for the
younger generations, their music is in the back part of store while the older
generations are near the front. (So us old folks don't have to deal with
crazy mall rats).  Some other good aspects are the atmosphere: the smell of
the carpeting like it was brand new, the cool temperature so nobody sweats
while standing or browsing, and last are the displays from the big hit movies
and where to find the soundtracks.
David Adden

     Coldwater Creek is a quaint shop located in Town Center Shopping Center in Overland Park, Kansas.  They definitely have adopted the Servicescape concepts.  As you enter this store, the atmosphere reminds you of the out-of-doors.  Nice quality oak paneling decorates the walls and ceilings.  Lighting is pleasant as adjustable spot lighting suspends from the ceiling.  You can hear the soft music playing and the sounds of rushing water.  As you wander around the shop you will be drawn to the comfortable, outdoorsy looking clothing.  Home decor such as candles, pictures, statues, pillows and quilts are not grouped together, but mixed through out the store.  The layout is more by theme and color coordinated than by department.  Jewelry and accessories are mixed amongst the clothing encouraging customers to complete the outfit.
     Men may feel more comfortable shopping in this store than others due to the outdoor atmosphere.  While clothing shopping with a woman they can look at the pictures and accessories of wildlife.  There are a few leather couches placed through out the store, complete with tables stocked with magazines.
      The check out counter is located in the middle of the store and sales personnel is plentiful.  Also located in this area is a personal computer with their web site displayed.  Customers can browse the items for sale or place orders on this site.
     The ceiling to floor waterfall located at the back of the store is an amazing display.   It has comfortable seating to enjoy the calming, relaxing waters.  The store and the waterfall  most certainly reflect the name of the store, Coldwater Creek.
Vicki McQuain

TGI Friday's
A great example of ambient conditins is the TGI Friday's restaurant.
The atmosphere is fun and crazy.  The waiters/waitresses dress in crazy
clothes and wear silly buttons and outrageous hats.  There is music
playing in the background anf laughter in the air.  The name is actually
saying Thank Goodness It's Friday and that is the sense tha tyou get
when you are there.  It is laid back and is a very different atmosphere
than the stuffy business environment.  It makes people want to think
about other things than work.  It makes the customer feel like it is
Friday and it makes them happy to think that.
  The layout of TGI Fridays is very similar to that of an Applebee's.
There is a bar in the center of the restarant and usually on Fridays at
about 6:00 it is busy.
Tabitha Thomas

Harley Davidson in Topeka has take servicescape concept into
consideration. I was just there on Tuesday doing a little dream shopping.
They just recently moved their business to this location, it is where Willie
C's restaurant used to be. The building is an old county work shop made of
limestone rock and metal and just gives a person the feeling of stepping back
in time. Harley Davidson has it decorated up really neat, with pictures of
bikes and nostalgic items hanging on the walls. It would even make the most
reserved of individuals want to deck themselves out in leather, grab a big
old noisy HD Hog, and hit the road. Or, maybe it is just me?
Kevin Hanlin

The Disney store makes great use of Servicescapes designing.  The store
which is designed to appear as if it were just another store at a Disney
themepark, is highly eye-catching with animatronic or character-related
displays at the front of the store.  The colors used are not what one would
normally see in a store at a mall. Instead of a white or black lettering, the
store face is usually an unusual color like purple, pink, and gold.  The rear
television screen with Disney scenes draws the customer to the rear of the
store.  In addition, the stores have music that also fit the Disney theme.
There are no real aisles and the floor is completely carpeted.  This adds
space to what is normally not a very large store. The clerks even get in the
act with sweater or shirts that match the store design colors.  The main
items bought at the store, the children's items, are always at the rear.  The
other main section. The collectibles, are kept in little nooks that surround
the customer with different items and choices.  This is done to allow full
visualization of the whole store.  One thing I have noticed is that these
stores often feature a cramped layout.  I believe this is not only to add
shelf space, but to add a cozy appearance that forces the customer to view
everything.  The checkout is easily visible in the front of the store, at the
entrance, as are the Disney catalogs.  Friendliness is felt throughout the
store with the happy songs and the feelings that Disney evokes in those
familiar with the company's history of family entertainment.  This also
allows employees to question the customer with a smile and not appear
threatening.
Maria Johnston

I think the perfect example of an organization that adapts the Servicescapes concepts is a Casino.  A lot of time an effort goes into the design of a casino.  They strategically place slot machines in high traffic areas that hit the jack pot more often then the others because of the visibility.  It gets others to play the slots, when they see someone win it big.  The environment, is one that is very noisy and well lit - the noise is generated by the slot machines and all the bells and whistles of a casino -  flashing lights, money dropping, and machines whirling.     Each type of gambling device is sectioned off into different areas, the slots, the blackjack tables, craps and the video poker games with the bar normally located at the rear of the area which forces you to walk the distance if you aren't lucky enough to be served.  In addition, the liquor is always very reasonably priced in case you decide to indulge in a few drinks -- it may make your mind a little cloudy, making you not as sharp as you were when you walked in -  I beleive they hope you might drop a few more bucks.  As mentioned above,  the layout of a casino is not a matter taken lightly,  it is definetly a cash generator for the club is designed well.
Debbie Freeman

The service organization that I think has been particularly good at
adopting the Servicescapes concept is rather odd.  I'd don't particularly
go out to bars much in Emporia.  However, when I do go to bars out of
town, I have noticed certain things.  Bars play loud and upbeat music to
keep customers energetic, which in turn causes people to drink more.  This
is beneficial to the business.  That's also why bright lights and black
lights are used at the bars.  Bright colors and distractions make people
feel alive (to a certain point).  The more energetic a person is, the more
they are hungry and thirsty.  This proves to be good for business in bars
and restaurants.  A lot of bars are designed to appeal to people.
Different tiles, colors, lighting fixtures, and posters help add to the
ambient conditions of servicescapes.
Ashley Baldwin

The servicescape that comes to my mind is that of graphic design firms.
More and more firms are moving away from cubicals and ridgid structors
that do not promote free thinking.  They are moving to more comical and
relaxed atmospheres that promote new and ingenious ways of thinking and
coming up with new ideas.
Flynn Harvey

I recently spent time in California and one afternoon in Disneyland.  This
theme park is the perfect example of servicescapes.  There are several
different areas of Disneyland, Adventureland, Tomorrowland, Frontierland,
Mainstreet U.S.A., New Orleans Square, etc.  Each area has its own ambient
conditions.  The architechture in each area is very different from the others
and gives a definate feeling of what the area is like.  even the types of
plants differ between each area.  Adventureland has jungle type plants, while
New Orleans Square has huge trees covered in Spanish moss.  Each area also
has background music playing that helped set the mood.  For instance
Dixieland Jazz in New Orleans Square and bluegrass in Critter Country.
    Spatial layout in Disneyland is so that you have to go through one thing
to get to another.  Each area is linked and must be passed through to get to
any other.  The most prominent example is whether entering or leaving the
park you must pass through Mainstreet USA, a section of street lined with
shops and restaurants.  Most newer rides also feature a store that you must
walk through as you exit the ride.  Of course these stores are themed to
match the ride.
    Disneyland is full of signs and symbols.  Mainstreet USA's facade is that
of an early 1900's town.  if the store front says it's a jeweler's shop, more
than likely you can definately buy the obligatory mickey mouse watch inside.
The arcade front has antique videogames and of course penny candy.  This
being disneyland, the penny candy is NOT just a penny!  On Mainstreet if a
building is an administrative building, like a bank, fire dept. or city hall,
you can be sure that inside is a guest services desk, where maps can be
found, questions answered and lost children found.      Disneyland is based
on images and perceptions. It has succeeded in meeting the expectations of
both patrons and it's creators.
Brian Winsor

Newman Hospital
I think Newman Hospital has been particularly good in adopting the
servicescapes concept.
The color (painting) of all the rooms, gives you a sense of relaxation and
peacefulness. The place is quiet with illumination all around.
The layout makes it easier to find any department you looking for, because
of the signs posted with names of each places.
Romao Varelo

I think that a good example of an organization that adopts servicescapes is Gordman's.  This is one of my favorite stores because you can buy name brands for half the price.  Walking into this store you see the variety of frames, candles, and other house decor on one side and clothing, perfumes, and jewlery on the other.  This store is also very well lit and has big dressing rooms in order to try on clothes.  They also have an area setup for children that has a huge overstuffed chair and a television, as well as a rest area for adults.  This store is a great place to go if you want to buy a lot without spending a lot.
Jaime Cales

The Sunflower Nook
The Sunflower Nook is a retail store located in Emporia, Kansas and is one
of my favorite places to shop because of the relaxing atmosphere. When a
customer first walks through the door, their noses are filled with wonderful
fragrances from all of the scented candles located near the door.  There are
also a lot of scented lotions and samples of each fragrance for the
customers to try.  The lighting in The Sunflower Nook is bright, giving the
older building a fresh, clean appearance.  The music that is played in the
background is soft, encouraging the customers to relax and take their time
shopping in this quaint shop.  The register is set up in the middle of the
store and the merchandise seems to flow around it in an enticing manner,
which draws customers from one item to another.  There are sections within
the store with themes.  For example, one section is decorated like a baby's
room and contains merchandise of babies.  Another section is set up like a
homey kitchen and offers customers samples of the food products sold within
the store along with other kitchen apparel.  The Sunflower Nook also sells
collectibles like Boyds Bears.  These collectibles are strategically located
within the store, towards the back, so customers looking for these specific
items will have to walk past other merchandise.  The Sunflower Nook has
definantly spent a lot of time to ensure that customers will feel at home in
the store.
Jennifer Mader

Assignment 7-1

Compare and contrast the strong differences between the layout of a supermarket and that of a department store with which you are familiar. I would recommend you go visit each and take notes in light of your readings in the Module.

This should take about two screens of explanation.

Send your comments to the instructor, subject: MG 476  7-1

Assignment 7-2

Briefly discuss the ergonomics of your individual workstation, either at work or your study area at home, in one or two screens of explanation.

Send your comments to the instructor, subject: MG 476  7-2

Reminder: You should be well into preparation of your Electronic Journal Article by now. 

Assignment 7-3

Write a short description of a service organization you are familiar with that you feel has been particularly good at adopting the Servicescapes concepts.

This should take one or two screens of explanation. These responses will be posted.

Send your comments to the instructor, subject: MG 476  7-3


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This page last updated 23 Aug 2000.