Servicescape of Leisure Centre

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Customer Service Operations and Excellence

Project Report
How servicescapes affect the behaviour of Lagoon leisure centre customers

August, 2008

Contents page

1.Leisure Lagoon centre profile . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1p. 2.Introduction………. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2p. 3.Dimensions of the servicescape . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . .3p. 4.The Physical Environment and Customer behaviour...………………………7p. 5.Conclusion……………….. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9p. 6.Recommendation... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . .10p. 7.Appendix 1………………………………………………………………….11p. 8. Bibliography ………………………………………………………………..12p.

1. Leisure Lagoon Centre profile

“Waltham Forest Council, in partnership with GLL (Greenwich Leisure Limited) are committed to providing high quality, affordable leisure services, with the aim to develop a healthy and more active community”.( Councillor Naz Sarkar ) However, the Lagoon of leisure centre is one of this community fitness centre.

The Lagoon leisure centre is located between Leyton and Walthamstow tube stations.

Leisure Lagoon centre has a huge variety of activities and programmes for all group of people do not including their age, income, social class or culture. They provide lot of facilities such as:

Fitness centre
Swimming pool (water workout, slide, family swim, and wet and wild swim and etc.) •Group exercise classes (Yoga, Aerobics, Pilates, Latino dance and etc.) •Women only sessions
Sauna
Etc.

Also, there is some choice of price bands available, because their want to be sure that all activities are reasonably priced to all group of people (students, +55, junior and etc.)

The main purpose of the centre is to help people of every age and ability lead a healthy life and stay physically active.

2. Introduction

This report will attempt to analysis the leisure Lagoon centre servicescape. This chosen fitness centre is one of the GLL community fitness centre which believe that they offer the perfect facilities for all group of people. In our days health and fitness has a big impact for people and it is one of the most growing sectors of the leisure industry, because of the needs of an increasing number of people. In order that lot of people using leisure centre services, all organizations trying to attract and keep of their customers. Basically, the first thing in all businesses is to understand consumers’ behaviour and needs. However, physically environment shapes both, customers and employees behaviour. According to J.A. and M.J. Fitzsimmons (2006) “the dimensions of the physical environment surroundings include all the objective factors that can be controlled by the firm to enhance employee and customer actions and perception of the service”. In this report I am going to analyses how the servicescapes affect the behaviour of customers, including ambient conditions, space/function, sings, symbols and artefacts. So in the end of my research I expected to find how some of the factors such as music, lighting, temperature, fitness equipment and more influence peoples behaviour.

3. Dimensions of the Servicescape

Servicescape or physical environment influence not just behaviour of customers, but it affects also and employees. “The servicescape needs to be carefully aligned to the organizations’ services concept and can influence not only the behaviour of customers, but the behaviour and attitude of employees.” (Bitner, 1992) This report based on how the...
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