Servicescape analysis of a function

Executive Summary

Purpose: The purpose of this report is to critically analyse an establishment’s different servicescape dimensions and to provide an overall assessment of its servicescape.

Analyses: The report aims to find out the different servicescape being utilised by the establishment which makes them successful and what’s need to change. The information in this report is collected through literature reviews mostly journal articles and an actual participation in each experience.

Overall Assessment: Discussion will provide a value insight and practical knowledge regarding the topic and will provide more qualitative understanding of the findings to help future researchers improve upon the present study.

Conclusion: In conclusion

The servicescape plays a major part in shaping customers’ perception of the firm’s image and positioning. A service quality is often difficult to assess as customers frequently use the servicescape as an important quality signal. A well designed servicescape makes customers feel good and boosts their satisfaction and allows the firm to influence their behaviour on enhancing the productivity of the service operation. Numerous tactical decisions must be made when designing the organisation’s environment. Individuals based perceptions of the organisation’s services on sensory cues that exist in the organisation’s environment. Specific tactical decisions must be made about the creation and sometimes the avoidance of scent appeals, sight appeals, sound appeals, touch appeals and taste appeals. The design of management of the organisation’s sensory cues are critical to its long term success.

The servicescape must be designed with consideration of the impact on each of the five (5) senses.

The Saints Brasserie is located at Edensor Road, serving lunches and dinner, Saints offers Australian and French cuisine with spectacular views. Their staffs provide guests with unsurpassed service, sumptuously prepared dishes served in a warm and friendly atmosphere. It can be a favourite destination spot and a great place to enjoy delightful meals, share a cocktail or glass of wine with friends. Their extensive wine cellar offers a wide selection of vintages and elegant food pairing possibilities. With inside seating, guests can enjoy expertly prepared poultry, fresh seafood, and meats all cook to order. For dessert, enjoy fresh fruits, cappuccino, simple chocolate and deep dark espresso or relax under the stars.

Introduction

The term “brasserie” is a French word meaning a French restaurant serving singled dishes with a relaxed seating. This gives Saints a French appeal. Saints Brasserie has a simple servicescape. The restaurant is designed to target the average income class and anyone who is looking for great food at affordable prices.

1. Physical Dimension

A.1 Signs, symbols & artifacts

As soon as patrons arrive at St. John’s RSL, they are given immediate directions on where to go. The plentiful amount of signs throughout the establishment show where things are located and how to get around.

One of the highlights at Saints is the use of collaterals highlighting the daily specials hanging high up on the wall outside of the entrance for everyone to clearly see. This will gain the attention of patrons and track those who are interested with the special being offered.

Patrons also need to first find a table before ordering. However, the signage is so small and unnoticeable which creates confusion and disorganisation to both the cashier and customers especially during their peak hours, which is from 11PM – 1PM and 5PM-8PM.

There is a signage that says “Order here” which clearly shows where to line up for dining in or taking out. Customers can only make one line, but there are two cash counters that speed up the ordering process. Guests are assisted by friendly staffs who have knowledge both the menu and food.

Also, outside the entrance is the monitor with the entire menu of the restaurant with every item Saints has to offer. Though occasional, it is poorly chosen as it is in the middle of the line and those who choose to see the menu without waiting in line are not able to as there is no crowding allowed in that hall.

Moreover, the menu of Saints is detailed with few visual aids and variety. Included in the menu is their monthly specials. The menu is not cluttered so customers can easily find the desired items.

Here is the sample of what Saints has to offer for dinks and food. Both are presented well and taste great.

A.2. Space/ Function

Saints does an excellent job of transforming the BINGO area into seating and therefore utilises it for more than one purpose. This is made available when the area is not being used for gaming. However, Saints has no separate room for special events and larger party.

There are three different types of atmospheres and tables within the restaurant. There is the regular seating, the boost banquet seating which is located along the windows of the bar near the back as well as the bar seating which are raised tables and taller chairs.

In every meal, patrons can get a free drink which you have to claim at the RSL’s main bar. The bar is central to seating which is beneficial as it allows customers to have easy access to the bar without going all the way into the restaurant. It is accessible right by the door so if one wanted to just attend the bar then they could do so. However, the restaurant does not offer seating at the bar. That is why instead of the usual bar set-up where TVs are located just above the bar, the television at Saints are located on the right side of the main bar where customers can wait for their orders and drinks. The televisions in Saints are often displaying sports channels, which is very indicative of the Sports bar appeal the restaurant has. Different TVs often shows different sports so customers can choose what is most important to them to watch and focus on that.

A.3 Ambient Conditions

During the day, there is a non- direct natural light from the windows while the general view of the interior lights provide a warm bright atmosphere. The entire restaurant is very clean with modern styling. There is a lot of available space and is open in concept. For the dinner atmosphere, the lighting is reduced to a more amber special area lighting approach creating a more comfortable atmosphere for customers can feel that they can stay longer. The restaurant music and noise stays at reasonable levels allowing for table conversations.

The creative and vibrant lighting at the bar changes further emphasising the nightlife mode. It is suggestive of a fun, upbeat nightclub and a place to let loose and grab a drink with friends.

After dinner is over, the lights are reduced further for the bar crowd. Lighting is changed to spotlighting approach for areas that need vision. Reducing the lighting makes people feel less self-conscious and more inclined to dance and drink. The music and people of the night time bar are all of similar age as expected at a RSL.

B. Social Dimension

Employees at Saints know the responsibilities and are delegated to specific tasks such as clearing and serving food orders.

The main bar is spacious enough where bartenders can easily move behind the bar to efficiently make drinks and take orders.

However, Saints has its downfalls and unfortunately there are unnoticeable faults that hindered my experience during atleast one of my visits. The first being, keeping the cleaning supplies out of the eyes of the guests especially not putting the dirty rags right beside the clean cutlery.

The initial greeting and wait times can take very long and guests never know how long they actually have to wait. Moreover, food orders also take too long to come out. We have waited for more than an hour before it came out.

2. Socially – symbolic Dimension

D. Natural Dimension

Overall Assessment

First impressions are key to a positive experience.

Luckily, a solution to each negative influence to the servicescape can easily be made. Overall, Saints has transformed into a bar with a true identity. One that is connected and integrated with its customers with modern sports bar décor, functional layout with various seating options and a conveniently located bar among other great features. Staffs are friendly, the aromas are enticing and food are delicious. Knowing this, Saints has a solid foundation but does need some direction to really make it a place to be.