Servicescape of Las Iguanas Restaurant
2.ACKNOWLEDGMENTS
We want to thank everybody who spent time at the Las Iguanas to construct our Introspection Appendices to use as evidence for this project.
We also would like to thank the marketing director of Las Iguanas liverpool for reading this report and being open to suggestions on the service design.
3. LIST OF TABLES
Table 1: Bitner Servicescape Framework.................................................................................... 7
Table 2: Re-positioning map .............................................................................................................14
INTRODUCTION
The aim of this report is to propose to senior management of Las Iguanas meaningful modifications to the service design in order to differentiate the faculty from immediate competitors. This will be carried out by pinpointing the current and desired marketing position and implementing new strategic marketing objectives.
This will be achieved by relating physical environmental dimensions contained within Bitner’s (1992) Servicescape framework to the Las Iguanas Liverpool branch, highlighting levels of satisfaction and the cognitive, emotional and physiological effects it has on consumers. The physical evidence in this report will be based upon three Introspections from consumers reflecting their own experience and perceptions of their time as Las Iguanas.
The strategic marketing goals will focus on enhancing customer satisfaction, making customers stay longer and to acquire new customers.
5. SERVICESCAPE
The Servicescape is a framework designed by Bitner in 1992. It is a representation of the physical evidence associated with service and provides an excellent mechanism for service performance evaluation. The framework evaluates the service design of a company, considering the interior and exterior
We want to thank everybody who spent time at the Las Iguanas to construct our Introspection Appendices to use as evidence for this project.
We also would like to thank the marketing director of Las Iguanas liverpool for reading this report and being open to suggestions on the service design.
3. LIST OF TABLES
Table 1: Bitner Servicescape Framework.................................................................................... 7
Table 2: Re-positioning map .............................................................................................................14
INTRODUCTION
The aim of this report is to propose to senior management of Las Iguanas meaningful modifications to the service design in order to differentiate the faculty from immediate competitors. This will be carried out by pinpointing the current and desired marketing position and implementing new strategic marketing objectives.
This will be achieved by relating physical environmental dimensions contained within Bitner’s (1992) Servicescape framework to the Las Iguanas Liverpool branch, highlighting levels of satisfaction and the cognitive, emotional and physiological effects it has on consumers. The physical evidence in this report will be based upon three Introspections from consumers reflecting their own experience and perceptions of their time as Las Iguanas.
The strategic marketing goals will focus on enhancing customer satisfaction, making customers stay longer and to acquire new customers.
5. SERVICESCAPE
The Servicescape is a framework designed by Bitner in 1992. It is a representation of the physical evidence associated with service and provides an excellent mechanism for service performance evaluation. The framework evaluates the service design of a company, considering the interior and exterior
References: Bitner, J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing. 56, Emma Eversham Lovelock, C & Wirtz, J (2011). Services Marketing, People, Technology, Strategy. 7th ed. New Jersey, USA: Pearson. p58 Oakes, S