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Service Dominant Logic Of Marketing

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Question:

Discuss about the Service Dominant Logic of Marketing.
 
 

Answer:

Introduction:

The servicescape is an environment where sellers and buyers interact. The servicescape elements are composed of three dimensions (Achroll and Kotler 2014).These dimensions are ambient conditions, signs, symbols and artifacts and spatial layout and functionality (Wirtz 2012). The purpose of the service environments is to enhance the image of the process of service delivery and the service elements are a part of the value proposition of the business. The service environment also helps in positioning and differentiation of the service delivery process. The elements of the servicescape model are designed by companies to create incredible experience for customers during the service delivery process and to affect the behavior of the buyer during the encounter of services (Chathoth et al. 2013).

Ambient Conditions are elements of the service environment which cater to the five senses of customers. The ambient conditions should be carefully and cleverly designed to elicit desired behavioral responses from customers during the process of service encounter (Lovelock 2011). The ambient conditions which include lightning and color schemes, sounds such as noise and music, temperature and scents, size and shape perceptions are perceived by customers during the process of service delivery. The ambient conditions of Sunway Pyramid Hotel, Malaysia are discussed below.

The lighting of the Sunway Pyramid Hotel is more than just illumination. The lightning of the entrance of the hotel and the hotel lobby look fabulous and have a strong impact on the experience of the customers as soon as they enter the hotel.  The lightning of the Sunway Pyramid Hotel which is used in the premier rooms, clubs and suites and the villas are vibrant and enchanting which compliment the décor of these places like the artwork, architecture and the furniture of the rooms. Lighting used in the Sunway Pyramid Hotel are of three types i)Task lighting which are used in the hotel to facilitate serving of food, reading, computing and other tasks. These are bright and direct lights. ii) Ambient lighting is the soft lighting which is used in the Sunway Pyramid hotel which makes activities like a conversation or watching of television comfortable and soothing.  Accent lighting is used in the hotel to attract attention of customers to particular design elements of the hotel like architecture, painting and sculpture. The accent lighting of the hotel creates drama and mood for the customers during the service delivery process (sunwayhotels.com 2017).

Colors schemes play an important role on the emotions and behavior of the customers during a service delivery process. Colors can impact the perception of well being of customers (Wilson et al. 2012). The colors used in the entrance, lobby , rooms and suits, dining spaces, meeting rooms of the Sunway Pyramid hotel are vibrant and carry symbolic meaning which the visitors recognize subconsciously. The colors used within the hotel premises make it a place for hospitality, comfort and relaxation. The hotel makes use of earthy colors like browns and natural colors like various shades of white, green, and blues.  The curtains used in the rooms are of bright colors like red which symbolizes energy and passion (sunwayhotels.com 2017).

The temperature used in the Sunway Pyramid hotel is comfortable and made customers feel relaxed while enjoying joyful moments. The hotel is fully air-conditioned; however the authority of the hotel regulates the temperature of the hotel premises depending on the season and customers preference.  It is ensured that customers neither shiver due to cold temperature nor do they feel sweaty due to hot temperature. Thus an optimum temperature is maintained within the premises of the hotel (sunwayhotels.com 2017).

The background music used within the premises of the Sunway Pyramid hotel is an integral part of the brand identity of the hotel. The music played in the hotel is in alignment with the theme of the hotel, has a positive impact on the mind of customers and ensures that they feel the inner desire to stay back in the hotel in future. The music of the hotel room is changed according to various occasions, like different music is played during wedding events, dining and business meetings ( sunwayhotels.com 2017).

Spatial Layout and Functionality

Spatial Layout refers to the size and shape of furnishings, architecture, and the floor plan, wall decor of the business space and the techniques of the arrangement. Functionality is the ability of special layout to make the process of service transaction easier. These two dimensions of servicescape elements determine the user friendliness and enhance the experience of customers during service encounter (Lusch and Vargo 2014).

 

The choice of the floor plan and design, architecture and décor of the entrance hall, lobby, wedding halls, dining halls and hotel rooms of the Sunway Pyramid hotel are purposeful, illusionary and dreamlike. The hotel makes use of attractive green artificial flowers to decorate the dining space and wedding halls. The floor planning is a professionally designed to make optimal use of the hotel space. For instance, the Grand Lagoon Ballroom of the Sunway Pyramid hotel is pillar-free, has dressing rooms and built-in washrooms, wireless and wired technology for communication, a four-tonne cargo lift, four hotel lifts, three function room lifts, two passenger escalators and a private lobby. The hotel has auditoriums with theatre-style seating arrangement, seven board rooms and meeting rooms, Sunway Pyramid Convention centers and twelve function rooms with spectacular view of Theme Parks ( sunwayhotels.com 2017).

The elegant foyer of the Grand Lagoon Ballroom overlooks the skyline of Sunway Resort City and can accommodate up to 2000 guests. The majestic interiors, high ceiling and pillar free layout makes the ballroom the most preferred location in Kuala Lumpur to organize prestigious events, weddings and gala dinners. The Convention Centers are ideal for events like exhibitions, weddings, concerts and annual dinners. The Resort Café provides amazing dining experience to customers and the functionality of the spatial layout in this café reflects Malaysian and Asian culture. The floor plan of the villas of the hotel is amazing as the villas are equipped with private plunge pools where guests can enjoy amazing private pool time. Sunway Pyramid hotel has different attractions near to the hotel premises like Sunway Lagoon Theme Park; Sunway Pyramid shopping whose functionality is to increase the fun time for customers during their stay in the hotel (sunwayhotels.com 2017).

Signs, Symbols and Artifacts

The signs, artifacts and symbols are signals to help customers find their way during a service delivery process. The signs, symbols and artifacts used in the service environment communicate the image of the firm to customers and help customers to navigate easy through service environment. Customers try to develop insights the signs, artifacts and symbols used in the service environment of a firm. However, the challenge lies in guiding customers during the entire process of service delivery. For instance, unclear signals used in the service environment can create anxiety and confusion among customers and fail to obtain desired results (Mok, Sparks and Kadampully 2013). 

The sings, symbols and artifacts of the Sunway Pyramid hotel are carefully used so that visitors and guest can navigate within ease in the hotel premises. The signs and symbols help customers to find their way to staircase, elevators, washrooms, emergency exit and provide direction to locate important places within the hotel premises like the conference room, the ball room, the auditorium, the meeting rooms ,the function rooms, restaurants, he dining space, bars and cafes(sunwayhotels.com 2017).

Conclusion

It can be concluded that the elements of the service environment can’t be optimized in isolation; the design of the elements of the sevicesape is dependent on one another and is holistic in characteristics.

 

References

Achroll, R.S. and Kotler, P., 2014. The service-dominant logic for marketing. The service-dominant logic of marketing: Dialog, debate, and directions, 320.

Chathoth, P., Altinay, L., Harrington, R.J., Okumus, F. and Chan, E.S., 2013. Co-production versus co-creation: A process based continuum in the hotel service context. International Journal of Hospitality Management, 32, pp.11-20.

Lovelock, C., 2011. Services Marketing, 7/e. Pearson Education India.

Lusch, R.F. and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate, and directions. Routledge.

Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality, tourism, and leisure. Routledge.

sunwayhotels.com. 2017. Sunway Pyramid Hotel. [online] Available at: https://www.sunwayhotels.com/sunwayresorthotelspa/sunway-pyramid-hotel/ [Accessed 29 Oct. 2017].

Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012. Services marketing: Integrating customer focus across the firm. McGraw Hill.

Wirtz, J., 2012. Essentials of services marketing. FT Press.

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