Servicescape refers to the physical environment where the service is assembled and is delivered to the customers. This is largely related to the services industry.
This physical environment includes everything right from the tangible elements to the objects in the service environment.
Servicescapes help the service industry to understand how the physical settings are affecting the behavior and perception of the customer.
A good servicescape can help the management of an organization to increase customer satisfaction as well. There are different types of servicescapes. The major 3 types are explained below with an example for each.
1. Self-service Servicescape
The first type of servicescape is self-service. In this kind of setting the customer of the service can serve himself or herself without needing the help of any personnel.
The self-service type of servicescape is not possible everywhere. And we can not implement this type of servicescape everywhere. But wherever this works out this works beautifully for the organization and also for the customer.
Example for Self-service:
The best example of self-service is the ATM machines of the bank. Wherein the customers can withdraw money from their account.
This service is available for customers 24×7 and 365 days a year. There is no need for someone from the bank to help the customer out with the process. Just set up the machine and the customer will take advantage of the same.
If you need another example for this then it would be the automatic drink vending machines.
2. Interpersonal Servicescape
This is the second type in which the customer will need the help of an employee of the service organization. Without the help of the employee, the customer will not be able to enjoy the benefits of the services.
Here the term “Interpersonal” stands for the interaction between the customer and the employees who are working for the service organization.
Example for Interpersonal:
The best example for this type of servicescape will be the restaurant where the customer has to interact with the employees of the restaurant.
The customer will have to visit the restaurant, interact with the employee to order the food or drink. And then he or she will be able to enjoy the service.
3. Remote Servicescape
In this type of servicescape there the customer needs to be physically present in front of the service provider. The service provider can render the services to the customer who is away from the location as well.
Some extent of prior arrangements between the customer and the service provider is necessary for this type of servicescape.
Example for Remote:
An example of a remote servicescape is the wireless telecom industry. The headquarters will be situated somewhere else.
But the customer can enjoy the services in all the locations where the operator has the network towers set up. Here the prior arrangement is to purchase the connection or SIM card from the operator. And to stay in the location where the network is available.