The Watsons Bay Hotel Service Scape

Topics: Environment, Service system, Natural environment Pages: 11 (2866 words) Published: September 29, 2013
Servicescape audit
The Watsons Bay Hotel


Watsons Bay Hotel Profile

Welcome to Beach Club. This harbour side retreat is the latest addition to the Sydney dining scene. Located on the waters edge of the world-renowned Watsons Bay and boasting views of the breathtaking city skyline amid swaying palm trees and warm sunny breezes.

Beach Club has established itself as a landmark venue for Watsons Bay locals and families alike, as well as large celebrations, ultimate parties and as a must-go-to destination for all to visit.

Enjoy a fun, distinctive, cheeky seaside décor, which encourages long leisurely stays, relaxed cool vibes and an all are welcome attitude. Inspiration for the menus has come from the proximity to the sea as well as the chef’s dedication and passion for fresh seasonal produce and quality seafood. Open for breakfast, lunch and dinner seven days there is something for everyone.

Be surprised and excited by our beverage and cocktail lists as well as espresso coffee prepared by our experienced barista at the coffee cart. Our early morning risers and walkers enjoy our coffee with our reputation for the best pitchers of cocktails in the east preceding itself. Introduction

This report will attempt to analyse the Watsons Bay Hotel’s servicescape. In the hospitality industry, servicescape plays a vital role in how the consumers shape their attitudes about a service. Physical surroundings and other visible cues can have a profound affect on impressions customers form when they receive the quality of the service. The perception of quality and service varies from person to person. There are many key factors that are analysed when consumers make opinions about their experience.

Organisations need to excel in creating a pleasant experience for their consumer in order to keep a respectable reputation. According to J.A. and M.J. Fitzsimmons (2006) “the dimensions of the physical environment surroundings include all the objective factors that can be controlled by the firm to enhance employee and customer actions and perception of the service”. “Peoples’ feelings in turn drive their responses to that environment”(Lovelock, 2010).It is evident that a healthy servicescape will indeed benefit employees who will inevitably have the same affect on the consumer.

The appearance of staff including clothes/grooming can also have impressions on servicescape. In this report I will analyse how the servicescapes affected the behaviour of the consumer including ambient conditions, space/function, signs, symbols and artefacts. I expect to find how factors such as lighting, temperature, music and employee grooming have significant influences on consumer behaviour.

Dimensions of the servicescape

According to Bitner (2005), Servicescape can be described as the medium or the environment that facilitates the service. A service firm’s physical evidence plays a vital strategic role and it also affects the experience and behaviour of consumers and employees. The effort that goes into designing buying environments to bring out specific emotional effects from the consumer, which will increase their purchase probability is called atmosphere (Kotler,1973). Servicescape is a term given to the physical surroundings of a service organisation.

The servicescape influences both the customer and the employee’s. “The servicescape needs to be carefully aligned to the organizations’ services concept and can influence not only the behaviour of customers, but the behaviour and attitude of employees.” (Bitner, 1992). This report is based on how the Watsons Bay Hotel’s physical environmental dimensions affected the consumer’s experience. It is vital to satisfy the consumers needs in order for them to have positive experience with the service provided.

The five senses that influence the consumers are smell, sound, sight, touch and taste (Solomon,2002). There are three principle...

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Lovelock, Patterson, Wirtz (2010). Services Marketing. 5th ed. Australia: Pearson. 52 – 92.
M. Bitner (2005). Services Marketing. Australia: Pesrsons. 73-109.
Kotler, P. (1973). Services Marketing. Journal of Retailing. 49 (1), 48-64.
M, Bitner. (1992). The impact of phyical surroundings on customers and emplyees. Servicescapes. 56 (1), 57-71.
Kellaris, Mantel. (1996). The effect of congruity and arousal on estimates of ad durations. Shaping time perceptions with background music. 13 (5), 501-555.
Baker. (1992). The Effects of Store Environment on Shopping Behaviors: a Critical Review. Advances in Consumer Research. 18 (3), 190-197.
Lin, Y. (2004). Tourist MAnagement. Promoting service quality in tourist hotels: the role of HRM practices and service behavior. 13 (1), 134-164.
Bone, Ellen. (1994). The effects of store atmosphere on shopping behaviour . A literature Review. 12 (1), 121-134.
Crowley et al. (1996). Improving the Store Environment: Do Olfactory Cues Affect Evaluations and Behaviors?. The Journal of Marketing. 60 (2), 67-80.
Wakefield & Blodgett. (1994). The Importance of Servicescapes in Leisure Service Settings. Journal of Services Marketing. 8 (3), 66-76.
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