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,
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]
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]
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]
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.
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:
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 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 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 feel that Circuit City has done a good job using the servicescapes
concept. The first element that is talked about in the reading is ambient conditions.
Circuit City has accomplished this element because they deal in electronics which can
cause a lot of background noise when customers are experimenting with the different
components. The way that Circuit City has reduced this background noise is to have
different rooms within their store where they have stereo systems setup. This allows the
customers to enter a specific room and sit down on a couch, just as if they were in their
own home, and listen to a system. This also gives the customer a sense of being at home
because each of the rooms is decorated with furniture, pictures on the walls and plants.
The second element was easy for Circuit City to accomplish because they simply broke their
merchandise down into categories and designated a specific spot for each one. For example,
they have their TVÆs located when you come in the front door and right after that they
have the VCRÆs. This allows customers to look at the TVÆs and then they run into the
VCRÆs. This might give Circuit City more add-on buys because of the placement of the
merchandise.
The third element is signs, symbols, and artifacts. Circuit City has signs and symbols
throughout their store which designate the different sections within the store. This
allows the customers easy access to the department that they are looking for. Simple signs
such as a telephone may designate the section that provides the phones. Circuit city has
also made the interior of their store a circle path which provides the customer easy eye
contact with each department.
Jeff Albers
Servicescapes describe the physical surroundings where service is provided and the
impact on those surroundings on customers and employees. A servicescape that most people
are familiar with (at least I hope people are familiar with) is the dentist’s office.
Dentists provide a service with respect to personal hygiene. In most cases trips to the
dentist are not pleasant for patients. For the possibility exists that wisdom teeth might
need removed, cavities filled, and root canals performed. Therefore, the servicescape
plays an important role in relaxing the customers.
Ambient Conditions: While waiting, patients are subject to elevator music that is played
in the background to help relax them before seeing the dentist. Books and magazines are
also accessible to entertain patients during their wait. Often time these distractions
serve their purpose and allow people to be less tense.
Spatial Layout and Functionality: The circulation planning is harder to identify than the
other two areas. When the patient meets with the dentist, the dentist often times
recommend extras that could be done to the patient’s teeth (i.e. cleaning of teeth).
In addition it is rare to see a dental assistant with crooked yellow teeth. This is
another ploy to create a desire in people to have their own teeth look good.
Signs, symbols, and artifacts: A number of subconscious methods are used to create a level
of comfort and reassurance. Dental assistants normally wear white uniforms. White
signifies cleanness and purity, which gives the patient a feeling of being in a sanitary
environment. Uniforms are also significant, for uniforms represent discipline and
authority. Again uniforms give the patient a feeling that the dentist and dental
assistants are experienced and know what they are doing.
Steven Good
I believe that I will talk about the Fairfield Inn of Emporia and how
they have developed servicescape concepts, maybe without even knowing
it.
As far as ambient conditions go, it is always easy to tell when you
walk inside of a decent hotel, such as the Fairfield Inn by Mariot. The
reason for this is the nice carpet they have, the leather couches and
recliners in the lounge area, and just the whole lighting and atmosphere
that make it worth the extra money.
Spatial layout and functionality forms a major part in the whole
process of checking guests in and out at the utmost convience to them.
If there was not enough lobby room for people within diferent parties to
wait to be checked out, it would cause people to become dissatisied with
their services and may not return. Another advantage they have is
having the breakfast room, with a T.V. in it right next to the lobby
area so if the guests do not want to wait in line they can grab a quick
bite to eat before they levae.
Some of the signs and symbols that are present in this hotel are how
the front desk office is always basically in the same spot. This helps
visitors know where to enter and exit as well as come to for exta
items. Some more of the signs are the actual signs that are hung up to
direct traffic to and from exits. This may seem crazy, but many people
do not have a clue of how to get to the other exits, to either exit or
to enter.
Kenny Finley
The company that I feel has done well with the servicescapes is Carroll’s
entertainment store. To begin the planning of the layout for the store is vary spacious
and allows customers to move freely. When the customers walk into the store they are able
to follow signs which can lead them to what they want. After walking into the store to the
left is the movie and video games. In the center of the store is the music section which
is set up so customers can listen to their desired music selection on head phones which
does not allow noise to spread to the rest of the store. The book section is on the side
of the music section, and there are cubicles placed so readers are able to sit down by
themselves to read without noise coming from other customer traffic.
With all of the sections separated into their own specific areas, the
merchandise is put into certain sections so that customers are able to find what they are
looking for. There are check out registers at each end of the store to keep the customer
traffic moving and keeping there business efficient.
Derrek Harter
I feel that the MBA Office in the School of Business here at Emporia
State University has a good grasp on the idea of Servicescapes.
All of the people in this office get along, which creates a relaxed
atmosphere for the student. Upon entering the office, students are
greeted by at least one smiling face. This helps students to feel
welcome in our office, not like they are an inconvenience to us, or that
they are bothering us.
When students enter the office, they are either shown directly in to the
office of the person that they are there to see, or offered a place to
sit. Most students who come into the office are either there to enroll,
or to ask questions about a class or their schedule. If a student has
to wait, there are several chairs provided for them to do so. In the
"waiting area" are copies of the schedules as well as enrollment forms.
This creates sonvenience for the students if they are there to enroll.
If the student knows his/her schedule, they can fill out an enrollment
form in advance. This means that all they have to do when they see
their advisor within the office is have them check to see if they have
met all of the prerequisites for the classes that they want to take.
The desk of the main secretary, as well as the student secretary and the
graduate assistant are located in the main office area. The main
secretary is distinguished from the other two by the use of a name plate
on the desk as well as having a computer. This makes it easier for
students entering the office withspecifis questions more at ease because
they know where they need to start asking their questions. Off of the
main office area is a table at which the MBA director helps students to
plan their schedule. This is a private room where they can spread out
all relevant information need in the formation of the students class
schedule.
Nikki Jones
I feel that Blockbuster has accomplished the task of having a good servicescape. First
of all the background conditions include a movie
that is playing to kend of preview what you can get. There is also movie lights and movie
candy to enhance the feel of renting a movie.
The layout of the store in simplistic and offers good circulation. All of the new releases
are lined up in alphabetical order along the back
walls, with all of the other movies lined out in isles according to category (ie:comedy,
horror, drama, western...) There are a number of
signs that direct customers to these particular areas and more than one cash register to
allow a number of customers to check out at
a time.
Jennifer Naylor
The JC Penney company has a firm grasp of the Servicescapes concept. To address the
ambient conditions, the lighting is somewhat subdued in the main body of the store,
however brighter in the dressing areas for aid in viewing. The scent in the store is due
to the perfume counter and potpourri available to purchase.
The spacial layout and functionality is evident in the store entrances. The mall entrance
focuses on displays of Men and Women's current styles. The North parking entrance focuses
on Junior girls styles and lingerie. The East parking entrance focuses on the styling
salon, catalog sales, and home decor. The styling salon is strategically placed by an
outside wall to vent the odors out of the building as opposed to having unpleasant odors
permeate the store. All three entrance paths lead directly to the heart of the store and
the jewelry department. All departments have courteous and knowledgeable staff available
to assist in the consumers purchases.
Signs, symbols and artifacts can be found in the displays above each department to aid the
consumer in finding the correct department. For example in the sportswear section a large
NIKE sign hangs above the racks of logo wear, a LEVI sign hangs above the wall where the
jeans can be purchased.
The clothing racks are spaced for ease of movement, the displays are current and easy to
view, and registers are available in each department for ease of check out.
Mary Yewell
I believe that Wal-Mart has really met the Servicescapes concept at their store. They
have successfully acquired each element of the Servicescape within their store. The first
concept, I will discuss is signs symbols and artifacts. At Wal-Mart you can find them in
different sections of the store. This store has many different service areas for customers
to shop from and their signs make it easier to find what area you are looking for. I think
this adds some value to the store.
Next, I will discuss the ambient concept of Servicescape. Wal-Mart completed this element
in two ways. First, they placed their auto shop at the back of the store away from the big
shopping area so the noise from there would not effect shoppers. Secondly, Wal-Mart put
there electronics section in the meddle of store, so that the noise from the auto shop
does not distort the sound of the radios and televisions. Plus by having them in two
different places it keeps the noise down in the store. In my opinion, this makes a better
environment for the customers.
Finally, I will talk about the spatial layout and functionality of the building. Like most
stores Wal-Mart did a superb job of grouping similar merchandise with one another. All the
clothes are set by each other while the hygiene and beauty products have their own
section, as well. Every item in the store has its’ own specific are in the store.
Leon Brigham
A service organization which I think has used Servicescapes particularly well is
V’s Italiano Ristorante. V’s is a family owned and operated Italian restaurant
who are proud of trying to keep a little taste of old country style in their restaurants
ambient conditions, layout and functionality, and in signs, symbols and artifacts. It
starts before you reach the door. You hear authentic Italian music, you see an large
sprawling vine covering all the trellis work around the front entrance, and you notice
their quaint and quit side verandah (also covered overhead and all-around by vine-covered
trellis work) with a small waterfall off to one side. Once inside you see the convenience
of the bar right up front so you can have a cocktail or appetizer while you are waiting
for your table. As you walk into the dinning room there is the usual maitre d’ podium
and you notice that the dinning room area is broken up into sub-sections. Some tables are
out in the open separated by decorative dividers , some high-back booths against the wall,
but what makes this restaurant special is that they have two off-chute rooms (it looks
more like a wide hallway) from the main room that hold only a few secluded booths making
the experience very warm and cozy. All throughout the restaurant there are the usual
decorations done up in Italian design and style but every so often there is an authentic
Italian artifact helping give the slight feel of old world Italy.
Justin Bovitz
I feel that Old Navy has done a good job with servicescapes. It is one
of my favorite stores and I very rarely leave the store without
purchasing anything. The atmosphere of Old Navy is up-beat which makes
me feel comfortable. They play fun music. All Old Navy stores are
designed the same with the check-outs at the front of the store to the
right of the entrance (when you enter). They all have plain cement
floors with racks of clothing that are easily accessible. All the sales
people are dressed the same and wear head-sets so they are easy to
identify. Women and men's clothing are seperated by the middle aisle.
There are also main aisles through each of these 2 sections for an easy
traffic flow. I feel that through all Old Navy stores being the same,
it makes the customer feel more at ease no matter which location they
are shopping at to make purchases.
Michelle Beets
Helzberg Diamonds
Helzberg Diamonds is a jewelry store that can be found in many locations
in Kansas. I believe this company demonstrates and practices
servicescapes. When walking through a Helzbergs, the carpet is a deep
maroon color, and glass cases hold the merchandise for sale. Lighting
is a key component to Helzbergs because all jewelry is lit, with the
more precious stones receiving more direct and intense lighting. Most
Helzbergs are located on a corner store in a shopping mall complex,
which attracts customers because it is on the corner and no doors must
be opened to enter the store, everyone can look.
The location of diamonds, precious stones, wedding and engagement rings
can be found in the center of the store and many times the glass case is
lower that other areas and plush chairs can be found. The employees
dress in a very professional manner which symbolizes the importance of
fine jewelry. A sales person is always visible and there to offer his
or her service. The guarantees on jewelry and personal attention people
receive at jewelry stores attracts customers and demonstrates the
humanistic aspects of service.
Heidi Risley
I will discuss the servicescapes employed by the Brass Buckle. The
offer superior ambiance compared to most other stores. They offer a
comfortable room temperature for the comfort of their customers. They
highlight their store with blue hues to help relax the mind. The
highlight sales with brighter colors of orange and red. This strategy
goes right to the point of abient conditions. They also offer music
that is light in sound. It is just enough background sound to cover up
annoying noises that may leak in from the outside of the store.
The layout of the store creates a nice shopping atmosphere. They
use a free form layout to promote roaming of customers. The more
customers roam around the store the more merchandise they are exposed
to. There is a isle running into the store from the front door and the
isle kind of disperses into the store. It directs the customer into all
parts of the store. The register is located toward the back of the
store to direct customers through more merchandise on the way to the
register. They offer specialty or complimentary goods around the
register. Examples would be watches, jewelry, ties, and scarfs. This
gives the store a final chance to make another sale.
The signs, symbols, artifacts the store offers brings customers into the
store. The bright neon sign that says the "BUCKLE" is enough to bring
customers in and help bring attention to the store and their
merchandise. Fitting rooms are clearly marked and in positions that are
convenient to the customers. The names of merchandise groups are lit up
on the walls around the store.
Bobby Jones
The service organization with good servicescapes concepts that I have chosen is
Carroll's Entertainment. Here are some of the reasons I feel they have a good shopping
environment.
-Ambient: There is always a good temperature level, the lighting is good so you can see or
read the product you are looking at. The inside of the store is painted in bright, lively
colors, making it a positive environment. There is a lovely scent of candles in the book
section and a delicious aroma of popcorn on Friday and Saturday nights. The noise levels
in each section is different, the music section is a little bit loud but doesn't go
throughout the store. This allows for a quite section where people can relax a read a book
or magazine.
-Spatial Layout and Functionality: The layout is very appropriate. Each section is divided
into different parts of the store. While the main isle goes in a circle that goes around
every section. By walking this circle you see books, magazines, music, and videos. This
makes it easy to see what you want because it allows you to see down every isle.
-Signs, Symbols, and Artifacts: There is a great use of signs in this building. Each
section is painted a different color with a large sign on the wall above it. There are
also signs tell you what way to go to get to different sections. There are also signs at
the end of each row that tells you what is in that isle. Writing boards with neon letters
are used to promote sales these bright colors really draw your attention towards it.
I think this building has a great layout with positive attributes to help their customers.
Amy
Servicescapes with Memorial Union Corporation at Emporia State University.
I feel that the Memorial Union Corporation has a functional idea of Servicescapes. The
Memorial Union provides a good selection of music that students can hear as they are
walking through the building. The Memorial Union provides a casual atmosphere that the
customers can enjoy. Although the building can be filled with noise from students and
people attending conferences, the offices within the Memorial Union block out these noises
with closed doors. They even provide quiet study areas for students during their class
breaks. The lighting in the Memorial Union is bright so that students can see to study.
They also provide a television area so students can relax. And the food services are
located in four different areas that offer a variety of food types. The Memorial Union
houses the bookstore, a post office, campus mailboxes, food service, Intrust Bank, the
Bulletin office, the Assessment office, the Multi cultural Office and student
organizations. These offices are maintained through leases provided by the Memorial Union
Administration office and Conference and Scheduling. The Memorial 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 customers the opportunity to plan a
conference or a meeting in a professional setting. Information Service Center provides
customers information about the University, check cashing, ticket sales, stamps and money
orders. The MU Bookstore provides students, faculty and the community the opportunity to
purchase books, supplies, clothing, software, and ESU memorabilia. The MU Food Services
provides consumers with convenience food, fast food, cafeteria food and elegant food from
their four food areas. 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 customers through displays throughout the building. The
Memorial Union provides easy access to all of these places, making it available to
customers without a lot of time searching for an area.
Brenda Carmichael
The service organization that I am familiar with and feel has been
particularly good at adopting the Servicescapes concepts is Staples.
Staples is a new store in Emporia and takes on many of the ambient
conditions. Staples plays soft music and the store also has good lighting.
This sets the mood of the store. It makes the merchandise look very new and
in style. Staples has a very spatial lay out and at the same time is very
functional. The store is set up so that it makes it convenient to get the
services you need in a short amount of time. The coping center is located
directly as you enter the store. That way if you need copies made, you can
enter and leave quickly. There are many things surrounding this to increase
your exposure to products. All the isles are lined with lots of merchandise
put neatly together by categories. All the planners, pens, file folders are
placed together. It is a very structured store that is easy to get around
in. There are many signs hanging throughout the store telling where
particular items are. You can look down an isle and know exactly whats on
it by reading the signs. Staples does a good job adopting the Servicescapes
concept.
Melissa Koch
Flint Hills 8 is an interesting example of the Servicescapes question.
The ambience of the theatre is gradual. The entrance (from the mall) is
very bright and the smell of popcorn and nachos is overflowing into the
mall, almost inviting you to come see a show. The patron moves to the
ticket booth, buys tickets, and heads to the theatre. But before
someone can get to the theatre hallway, one must pass the snack
counter. And there is the smell inviting you. But now there are bright
signs and friendly faces enticing you to buy. So you load up on goodies
and head toward the theatre. As you enter the hallway, the lights get
dim. Functionally, this starts to prepare your eyes for the darkness in
the theatre. Another friendly face directs you to the correct theatre
and you head down the hallway. As you enter the actual theatre, the
lights get really dim, almost completely off. Again, preparing your
eyes for the pending darkness. The seats are roomy and have convenient
cup holders, making the whole experience as pleasant as possible.
--Latricia A. Papes
The company I work for is located in a six-story building. The 1st, 3rd, 4th, 5th, and
6th floors are very generic in their presentation. The 2nd floor is the sales and
marketing floor. Located on this floor are conference and training rooms as well as sales
offices. This floor is where all of our customers visit. When you first walk off the
elevator, you are greeted with an illuminated sign displaying the name of the company
along newly renovated furniture, doors, wallpaper, and carpet. Straight-ahead is a
receptionist to guide you. To your left is a state-of-the-art training room fully equipped
with its own cafeteria, projection units, and product samples. To your right is a series
of conference rooms. The lighting is bright and cheerful. The walls are lined with awards,
pictures of the different manufacturing facilities from around the world, and copies of
trade magazine covers featuring the company. The irony of this situation is if the company
would dress the other floors in the same manner, it would greatly increase the moral of
the rest of the departments.
Mindi Wilson
The Walt Disney Store has good use of servicescapes. The ambient conditions
of the store include a fun and energetic atmosphere with frienly workers
dressed in fifties style attire. They continually play Disney movies or
sing a long videos at all times.
The spatial layout allows customers to wonder around following no set path.
It is somewhat crowded but that allows more merchandise to be seen by the
potential buyers. They also have shelves all along the walls that display
merchandise, so it can be seen from a short distance.
There are symbols and signs of all of the Disney characters located
throughout the entire store. The well known "Disney" logo, that is their
trademark can be found as well. The entire theme of the store revolves
around Disney products and the characters from the movies.
Annette Purdon
Bluestem Farm & Ranch Supply, Inc.
Ambient Condition
Bluestem has quiet music playing in the background. The store is cool in the summer and
warm in the winter. The employees in each section are knowledgeable about that area, but
also have a general knowledge of the whole store. The employees are encouraged to talk
with the customers.
Spatial Layout and Functionality
Lawn and garden is a popular section and it is at the front of the store. Ag Parts isn't
as popular with all customers so it is located at the back of the store. It also has alot
of large items that take up alot of room. Sale items are moved to the end cap. Large, wide
aisles are the main aisles in the store. The smaller aisles are in actual departments.
Signs, Symbols, and Artifacts
Extra wide aisles are the main aisles that go through the store. The office is upstairs
and has large windows so it is easily seen. Customer service is at the entrance so
customer can ask questions. The coffee pot is centrally located in the store. Signs with
yellow down the side denote sale items. Signs with blue down the side denote closeout
items.
Bluestem is easy to get around. It is easy to find departments if you walk down the main
aisles. The most popular departments are closer to the front, while the least popular
departments are in the back. The office is visible from the front. Customer service can
help customers who don't know where to go or where the department is that they want. Sales
are visible at the front endcaps of the departments or in the main aisle. Bluestem has
done a wonderful job of adopting the servicescapes concepts.
Loni Heins
I think the company that I work for is an excellent example of service-scapes concept.
They are constantly improving the 3 areas of ambient conditions, layout, and signs and
symbols. Out of 220 stores, the Parade of Shoes store that is located in Topeka, Ks on the
mall is undergoing a new face lift concerning all of these areas and will be presented to
the public around the August 10 of this year. Certain musical tapes are played depending
on the time of year to set the mood in the store. A new layout is being designed to make
the product and the walk ways in the store more pleasing to the customer with greater
accessibility to the product. A new store front and side pillars will display posters and
symbols to give the customer a feeling of Casual, Dress, and Career opportunities that are
available to her. The shoes will be displayed in a new box system that color codes the box
to either causal, dress, or career for easier shopping for the customer. Parade of Shoes
does a great job of developing the perfect service-scape for it’s customers.
Anne Boss
Yankee Candle Co.
The Yankee Candle Co. has a store that is located in Oak Park Mall.
This store has a definite grasp on the servicescape concepts. The
overall effect of this store leaves the customer feeling relaxed and
rejuvenated.
Ambient Conditions-
The Yankee Candle Company store plays relaxing music, lowered lights,
and comfortable temperatures. The smells that are displayed around the
store invite customers to sample the variety of fragrances that are
manufactured by Yankee.
Spatial Layout and Functionality
The layout of the store is one that demonstrates the concepts outlined
in the text. The more expensive, bigger candles are located on the
surrounding walls of the store. The smaller, less expensive votives are
placed in the center of the store. Containers of coffee beans, which
are used to neutralize the olfactory sense, are placed between different
scents to allow the customer to fully appreciate the scent.
Signs, Symbols, and Artifacts
Special fragrances, are grouped together in the center of the store to
make them stand out amongst the hundreds of scents.
Haley Ayers
Best Buy has there store set up to where it only makes since. When you walk
into the middle of the store there are all of the C.D's and tapes possible
for anyone to listen to. All around the tapes and C.D's there are the
stereo's, C.D players, and speakers, ect. This only makes sense, because
when you come to buy C.D's you'll look around on your way to the cash
register and notice a good buy on a C.D player or stereo and you'll end up
getting it too. I'm talking straight from experience.
Derek Smithhisler
I feel that Wall-mart is an excellent company that uses servicescape. The ambient
conditions are well taken care of. There is a lot of background music that can cause a
problem. They take care of this by having high ceilings and very well insulated buildings.
Lighting and temperature is always very good.
Wall-Mart has always kept a similar look through all their stores.
There is a great circular motion to go in so that you can easily get to what you need. The
merchandise is grouped so you can go to a section and find what you need.
Signs, Symbols, and artifacts do not play a big part in Wall-mart but
there are a few. The checkout stand is always in a certain spot, and with the same
nick-nacks around them. The pharmacy also stands out with the counter higher than the rest
of the store.
Kevin Stultz
For this assignment I choose Bath & Body Works. The ambient conditions
is very evident here. They have a little soft music that is playing,
they have a feeling of home when you walk in and they always have it
smelling real good. The spatial layout and functionality is evident in
the front of the store there is always sale merchandise or a new product
that they are promoting. In the aspect of signs, symbols, and artifacts
they are stuff that resemble a bathtub and other things you would find
in your home.
Josh Harris
1.The Ambient Condition-Overland Park Mall
This is example of the ambient condition. We have number of example of the ambient
condition, 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
? Food section
? Clothing Store
? Major department Store (the noise level, music, lighting, temperature, scent)
? Toy store
? Kitchens tool store
how long they stay, and how much money they spend These elements are inflected the ambient
condition of Overland Park Mall. These element of store corporate to make good quality of
the ambient condition. If they could not create the excellent of the ambient condition,
they are not able to receive the profit from the customer and make good structure of the
higher quality.
2.The Spatial Layout and Functionality
? Planning the circulation path of the customers.
? Grouping the merchandise.
In the grocery store, if they want to make high-profit, they will make hit merchandise and
display the cross entrance or end of aisle. They have to concern the eyes level between
children and Adult. Adult's height people are higher than children's height. In the
Supermarket, must display each eye level. The children set up lower display, and adult is
average height. It sometimes makes exception of the people. For instance, Japanese grocery
store uses and displays small and lower shelf, because of height.
This is example of food store. Its height is about his shoulder and easy to access goods
3.The Sign, Symbol, and Artifact
Every building has the sign, symbol, and artifact. This sign help us that easy to follow
the direction or explanation of the room or thing. Most places can find out the sign or
symbol of something. For instance, in the grocery store, if you see upper the sign, you
are able to understand direction of the food supply. In the particular office, it has
several sign or symbol (company trademark), and show on the exact location in the office.
Takaomi Suzuki
The Blockbuster video stores have done a good job with servicescapes. When you first
walk into the store you are put in a movie mood. Their are TV's set up on the walls
playing the newest movie previews and you are even able to purchase candy. Finding the
movie you want is made easy by the large easy to read signs directing you to the new
releases, chart busters, employee's thumb up's, and the older movies which are arranged by
categories of suspense, comedy, romance and etc.. The store is large and easy to move
around in, which makes it easy to shop for your movie!
Karen Banks
The servicescape that I have encountered is best described with Station Casino in
Kansas City, MO. There is a definite ambient feel to this magical place for those who have
ever encountered or experienced the Station. Upon entering the Station they have
strategically placed ATM machines for those who are need of "quick cash". Then
you know this is the place that the big dollars are being made.
Next, the Station Casino patron can gaze up at a ceiling captured as an actual sky
portrait, with the smell of barbeque and other foods, as the dimmed lights make one feel
very comfortable an at ease.
This effect makes one unaware of the time since similar to Las Vegas no one ever sleeps.
There is a constant flow of gamblers coming in and out of table games and slot machines.
The sounds of beeps, whistles, bands playing, and sirens engulf you as the fun and money
are the center of ones attention.
This ambient feel to me, has had the most significant servicescape I have ever
experienced. One knows that they came in and out of the station, but once you experience
this atmosphere, it feels as though you have entered another dimension of fun, that you
never want to end. (Unless you run out of money…)
David Beran
Harrah’s Prairie Band Casino has done a superb job adopting Servicescapes
concepts. Upon entering the casino, there are at least two guards on duty at all times
checking id’s, opening doors, and wishing people luck while enjoying their stay at
Harrah’s. The efforts contribute to an atmosphere where the customers are made to
feel welcomed. Once in, the customer is transformed into a Las Vegas style casino. The
sound of different bells, ringing and the clinging of coins banging down into the money
trays, is very encouraging. All of the employees wear the same style of clothing, which
stands out so if you need help you have no question that you are actually speaking with an
employee.
The layout of Harrah’s tables and machines was well planned with function and
efficiency in mind. The first machines a consumer encounters are dollar machines. The
machines are grouped in pods making movement around the entire casino easier. There are
two cashier cages with five to seven windows at two different places in the casino. They
are on opposite sides of the casino and both placed close to the restrooms.
Inside Harrah’s the décor is appealing with black carpeting featuring a confetti
design. The walls are painted in a rich, dark purple. In its design, Harrah’s has
also employed a variety of lights creating an alluring sight. Besides having lights on
each
Peggy Brecheisen
The best example of servicescapes that I can think of is the new facility
for Natures Paradise Health Food Store. This business moved it's location
from downtown Commercial street to uptown 6th Aveune. This enabled much
more business. Some may remember the store by the greenish glow paing that
has been on the business for years. Inside you will find white tile on the
floor a sign by the front door that welcomes you inside. The welcome also
includes free samplings of organic teas and juices. The roof comes to a
wide "V" which gives the illusion that the store is much wider and larger
that one can conclude. Large refridgerators surround the room'w walls with
a florecent glow that intoxicates customers to take a peek inside the
coldness. The aisles are long and few. Onlye 5 aisles in the store but the
length of the building. The checkout stand offers a variety of little nick
nacks that some may pick up on there way out. Sometimes there are specials
by the exit door that some may have overlooked - and customers my run back
for more.
When exiting, customers can see the sign in the front lawn that also gives a
description of the daily/monthly sales. The store is also very community
oriented. Last week there sign read: "Don't miss out on the Lyon County
Fair". If you have not yet visited the facility - do so now!
Anna Catterson
Servicescapes
I think that Epcot Center in Orlando, Florida has a good grasp of
servicescapes and they are evident in the layout and design of the
park. The ambient conditions include the cool temperature in the indoor
rides versus the heat outdoors, there is music playing over
loudspeakers strategically placed throughout the park, and the noise
level of the park is usually tolerable because most people spend much
time walking around outside. If you are in a building and the noise
level gets too loud, a worker will ask that everyone quiet down. There
is a part of Epcot that has different buildings representing countries,
and each building plays music that is typical of that country. This
adds to the ambient conditions.
The spatial layout/functionality is evident in that the walking paths
seem more narrow than the spots that the park wants you to linger at.
There are wide-open spaces where you can buy merchandise or stop to get
a snack or a meal.
The signs and symbols are pretty well-known by most people before they
step into the park. Disney's characters are what bring kids and their
parents to this park.
-Kristen Cataldi
Bath and Body Works
The ambient condition of scent is highly affective for customer's
perception. Samples are put out among the store. This allows the
customer to stay awhile and compare items throughout the store.
There is no real pattern in Bath and Body Works. The checkout is towards
the back so customers are forced to go along the sides to the back of
the store where most of the inventory is kept.
Employees wear aprons to indicate they can help customers in finding
something or in determining which product is better for a certain
occasion.
Michele Schiffelbein
I am going to use Logan's Roadhouse for this example. Logan's is a steakhouse in the
southeastern part of the states. As you park you can smell the aroma of the steak and
bar-b-que being cooked from the exhaust from the grill. It has a rustic old west look with
tin roofing material and wooden building. You think that you are going into a saloon in
the old west. Once inside you are greeted and if you must wait an old whiskey barrel with
unshelled peanuts is waiting for you there. You eat the peanuts and throw the shells on
the floor. Also in the waiting area they have the cuts of meat that you can order on
display in a cooler as well as other foods. Once seated you are given a menu which is
shaped like a cowboy boot. The atmosphere inside is country music, a comfortable
temperature, and is noisy but not loud. You can watch "cookie" prepare your
steak or enjoy a tall cool one from the bar while you wait. Logan's does a great job to
take you into the old west for your dining enjoyment.
William McKernan
I felt that MGM Hotel and Casino in Las Vegas did an excellent job using the
Servicescapes Concept. The first element that is talked about in the reading is ambient
conditions. MGM has accomplished this element because they have a lot of traffic. It is
one of the busiest casinos in Las Vegas. First of all, the temperature is always cool so
everyone stays awake and feels comfortable. The music and the noise of the slot machines
are controlled by having them in a specific area in the casino.
The second element is accomplished because the customer who checked in must walk through
the floor of the casino to get to the elevator and up their room. The design is like this
so they feel the excitement of gambling and see what the hotel has to offer. Right by the
elevators are some shops and across the casino in one end are the restaurants. It seems
that the major attractions are constructed around the huge casino floor. No matter what,
the guest will walk through the casino.
The third element is signs, symbols, and artifacts. The hotel has signs and symbols all
over the place. This is a must for the hotel because the place is so huge. They have signs
that tell the guest were the major destination in the hotel are. Such as bars,
restaurants, entrances, slots, card games, shops, phone and elevators.
Rico Coppel
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 - Assignment 7-1
Briefly discuss the ergonomics of your individual workstation, in one or two screens of explanation.
Send your comments to the instructor,
subject: MG 476 - Assignment 7-2
Reminder: You should be well into preparation of your Electronic Journal Article by now.
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 - Assignment 7-3
William
L. Smith Teacher Home Page Service Management Home Page Emporia State University
If you have comments or suggestions, e-mail me at smithwil@emporia.edu
This page last updated November 30, 1999.