Servicescape Project
Servicescape and Blueprint Instructions (2 Parts):
Part 1
Visit a café, coffeeshop (or something similar like a small restaurant) or grocery store (added this example given our covid world) and observe the servicescape and customer behaviors.
Review Figure 2 on page 60 of Bitner’s “Servicescapes” article (see the module for the link). While at the location, observe the following five items (see the outline below for descriptions) and post your observations to the table below.
| Your Name | |
| General Information of Entity Visited | |
| Servicescape | · Ambient Conditions: · Space/Function: · Signs/Symbols/Artifacts: |
| Customer Reactions and Interactions | |
| Queue |
· Queueing Model: · Longest Queue: · Circumstance/Context: |
| Pictures (Minimum of 1) | |
1. General information:
· Name of establishment, location, time of day of visit.
· Single store or part of regional (e.g., Stumptown) or national (e.g., Starbucks) chain?
· Short description of customers (workers? Ages? Kids? Etc.)
2. Servicescape: note the following:
· Ambient conditions: sounds, smells, etc.
· Space/Function: layout and furnishings, etc.
· Signs, Symbols and Artifacts: décor, etc.
3. Customers:
· Observe reactions as people come into the café and make their initial scan of the services cape.
· Observations of how customers and staff interact and/or how the servicescape affects the overall experience of the customers.
4. Queue
· What kind of queuing system/model is in use? (e.g., single server, single stage? Multiple stage?)
· How long was the longest queue you observed?
· What were the circumstances? (e.g., time of day, large group arrived, etc.)
5. Pictures
· Upload at least one picture (no more than three) that portray the servicescape.
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Part II
Blueprint the Servicescape you Observed – It’s ok if you upload two separate files (part 1 & 2) or if you combine them here.
See pdf file for Blueprint template.
