Competition Among Various Industries

4. SERVICESCAPE AS SOCIALIZER, DIFFERENTIATOR, FACILITATOR AND PACKAGING McGoldrick and Pieros (1998) argued that servicescape can act as image differentiation among other service provider organization. Andreu et al. (2006) suggested that “with competition among various industries, managers are encouraged to take into account spectators’ experience in the service provider’s environments as a potential tool for differentiation”. Through servicescape, organizations can repositioned itself through alluring messages and communicating positive messages in new markets to capture more share, profit and customer base. Harris and Ezeh (2007) asserts that “physical facilities are visible manifestations of the intangible services that inexperienced audience rely on to make judgments on its competence and its appropriateness and the same can be said for experienced spectators because in certain instances they may find it difficult to evaluate services even after the consumption of an experience”. Outward appearance of an organization is considered as packaging of service, because of its visualization, which is another important aspect of servicescape (Liu & Jang, 2009). Mofoka (2012) claimed that physical surroundings of service organization played the same role as physical goods are communicated to the consumers. Hoffman and Bateson (2006) contented that “physical evidence used to package the service sends quality cues to spectators and adds value to the service in terms of image development”. Elements of servicescape like packaging act like a bridge that communicate the organization’s message to the customers. Research studies claimed that pleasure environment always lead to positive endorsement from customer side and employees also act positively but inefficient and poor infrastructure and design will leads to frustrate both employees and customers. That is why Bitner and Zeithaml (2003) declared servicescape as the facilitator that assist the employee