Durana, Vince Laurence February 29, 2024
Mendoza, Aivrian
Sales, Jazmin Seandrei
Assessment 3
Choose two hospitality or tourism establishments and evaluate your experience based on the
service environment of the establishment. Use the following servicescape dimensions in
evaluating the establishment. Once you are done with your evaluation, make recommendations
on how the establishment may improve their service environment.
STARBUCKS
Servicescape Servicescape Dimensions Suggested Recommendations for
Dimensions Evaluation Servicescape Improvement
Ambient Condition Stepping into Starbucks Philippines, I suggest that Starbucks, one of the
you'll be immediately struck by the leading coffeehouse chains,
perfect temperature of the air enhances its customer experience by
conditioning. It's just right for settling providing outdoor seating options in
in with a hot cup of coffee and front of its stores. The proposed
immersing yourself in the ambient seating arrangement will cater to
music that's playing. The music is customers who prefer a cooler
perfectly suited for any activity, environment, ensuring that they can
whether you're studying, relaxing, or enjoy their coffee beverages while
simply catching up on some work. As taking in the fresh air. Additionally, I
you take a sip of your coffee, the strongly recommend incorporating
aroma of the roasted coffee beans indoor plants or greenery into the
wafts through the air, enticing your interior space to infuse a natural
senses. The neutral color palette of element into the store's atmosphere.
the surroundings creates a serene This addition will not only enhance
and calming atmosphere, making it the aesthetic appeal but will also
the perfect place to unwind and focus. serve as an effective means to
improve the air quality, contributing to
a healthier environment for all.
Spatial Lay-out This establishment caters to the In light of the spatial layout of
needs of solo coffee drinkers, offering Starbucks, it is recommended that the
a space that is welcoming to those establishment increase its physical
who prefer to enjoy their coffee in capacity due to the high demand it is
solitude. The minimalist decor of the experiencing. With most customers
shop promotes an atmosphere of left without seating, it would be
tranquility, allowing patrons to relax advantageous for the company to
and savor their beverage in a serene provide flexible seating arrangements
setting. Additionally, the establishment that can suit varying customer
provides a drive-thru service that is preferences and group sizes. As a
ideal for those who are pressed for final recommendation, the creation of
time and need to grab their coffee on distinct seating zones with varying
the go. This feature ensures that levels of privacy and noise levels
customers can enjoy the same quality would serve to enhance the overall
and taste of their coffee, even when customer experience.
they are in a hurry.
Signs, Symbols & The "siren" logo of the renowned It is strongly recommended that the
Artifacts coffee brand is widely recognized as establishment provide complimentary
one of the most identifiable logos in Wi-Fi access to its patrons.
the world. The green color of their Furthermore, it would be advisable to
aprons matches the hue of their logo, display clear and prominent signage
further enhancing its visibility. In to direct customers to the restroom,
addition to serving coffee and food, along with the provision of the access
the brand also retails mugs, tumblers, code on the receipt, given that many
and various other merchandise. To customers remain unaware of this
showcase their products, they employ requirement. To enhance the overall
menu boards, while drive-thru and hygiene standards, they should put
parking signs are strategically placed much bigger signs where they can
outside their establishments. put their trash and trays after they
use them.
Functional Starbucks is undeniably one of the The arrangements of the physical
Congruence most recognized coffeehouse chains landscape, the architecture of the
in the world due to its cozy and structure, and the design of the
comforting atmosphere that is suitable service environment at Starbucks are
for customers who want to have a excellent the way I see it. However,
good time. The soft and calming as a person who often goes to
music that Starbucks plays helps Starbucks, I feel like it can still be
enhance the ambiance and developed and improved. I would
atmosphere of the store. Starbucks is suggest that they should invest more
known to have clean and working in providing indoor and outdoor
restroom facilities that are available seating options, such as tables,
for customers to use. Aside from that, chairs, or couches, to cater to more
they also offer free Wi-Fi access for customers. As I've noticed, some
customers to use while they enjoy customers often left the store before
their drinks. Due to the excellent they could get anything because,
facilities that Starbucks offers, their most of the time, the store was
brand name is already established already full and crowded. So, they
and known to the market, making would just walk out and find another
them one of the most popular coffee coffee shop that could cater to them.
shops to ever exist. Another suggestion that I would
recommend is that they should
continue investing in improving the
ambiance and interior designs that fit
the image of the shop. Especially
since Starbucks can sometimes be
full and crowded, they should really
try to invest more in improving the
ambiance and interior designs so that
they'll be able to keep satisfied
customers loyal to their brand.
SHAKEY'S PIZZA
Servicescape Servicescape Dimensions Suggested Recommendations for
Dimensions Evaluation Servicescape Improvement
Ambient Condition The ambient condition at Shakey's I believe that the ambient conditions
may include aspects such as lighting, of Shakey's could still be improved,
temperature, scent, and noise level. so I suggest that they ensure
The ambience, incorporating lighting, appropriate lighting levels that create
decor, color scheme, and textures of a welcoming atmosphere without
Shakey's match the vibe of their being too bright or dim. Next, main a
image. Although there are times that it comfortable temperature for
can be crowded and loud, they offer customers, considering factors like
top notch and excellent services, and season and regional climate. Lastly,
their crews are very kind and Implement subtle and pleasant
accommodating. Their food is good scents to enhance the overall dining
and they offer great variety of meals. experience.
Spatial Lay-out Shakey's might involve having an There are things that can be done to
efficient layout for food preparation improve the spatial lay-out of
and serving areas, comfortable Shakey's, so I'm suggesting that they
seating arrangements for dining, and must rearrange furniture for better
appropriate lighting and decor to flow, ensuring easy movement for
create a welcoming atmosphere. The both customers and staff. Next,
goal is to ensure that the physical provide varied seating arrangements
environment contributes positively to to accommodate different group
the overall customer experience by sizes and preferences. Lastly,
aligning with the operational needs enhance the visual appeal with
and service objectives of the decor, lighting, and spatial design to
restaurant. create a pleasant atmosphere.
Signs, Symbols & We can notice that the logo of I recommend that Shakey's must
Artifacts Shakey's Pizza is simple and bland. ensure clear and consistent signage
However, once you enter the premises for menus, promotions, and branding
you can see that it's beautiful, well messages. Next, use symbols and
arranged and entertaining. As soon as decor that align with Shakey's brand
you enter the room, you'll see that the image and theme. Lastly, incorporate
walls are well designed. Their menu additional thematic elements,
are also placed in a unique manner artwork, or decor to enrich the overall
because you'll see it hanging on the visual experience.
wall.
Functional Shakey's Pizza is a popular pizza Since Shakey's Pizza is a dining
Congruence restaurant chain known for its wide restaurant, it is usually crowded and
variety of pizza, chicken, mojos loud. However, I wouldn't deny that
(potato wedges), etc. Shakey's Pizza their services are top-tier, as well as
became one of the leading operators the food that they are offering. Their
of fast casual restaurants in the facilities are also good, but I think
Philippines due to its ability to serve they can be improved. For instance,
its guests with differentiated menu their restrooms. Sometimes, the
offerings and high-quality products. faucets in their restrooms are broken,
Shakey's has a spacious dining area which leads to some problems. There
with tables and chairs for customers to are also times that the hand dryers
enjoy their meals, designed to are broken or not working, which I
accommodate families or large groups think is a problem too. With that, I
of people. Aside from that, in some would suggest that they should focus
branches, there's a television installed and invest more in enhancing their
throughout the dining area, allowing facilities like this. Aside from that, I've
guests and customers to enjoy sports also noticed that the tables and
events or entertainment while dining. chairs that they have are not enough
They also have restrooms, which I to cater to an overwhelming number
think could be improved by the of customers, which led to some
customers going to another
restaurant or fast food chain. I
suggest that they should also focus
on this things to attract more
customers.