LESSON 4 The Guest and the Service Setting

INTRODUCTION
The setting of the service contributes to the overall experience of a guest. This is
why even though the service delivery is impeccable, it seems that there is something
lacking in the process. By this, an establishment needs to refurbish the system
when it comes to the ambiance of the service scape.
LEARNING OBJECTIVES
At the end of this lesson, the students should be able to:
 Understand the importance of service settings or environment;
 Determine how the service environment affects guests and employees; and
 Identify the reasons why providing a safe and secure service environment is
important for the guests.

LESSON PROPER
 THE SERVICE SCAPE

The service scape is the actual, physical environment where the act of service
is performed, delivered, and consumed. It is very important because it is the area
where the service team and the guest interact with each other. This is why a
constant examination, especially on use areas, is very much needed.
 An example of the service scape could be the front desk of a hotel, the cabins
in an airplane, the entire grounds of a theme park, or the client rooms of a day
spa. All areas where there is an encounter between a guest and the service
staff can be considered part of the service scape.

 Rutledge’s Principles of Design for Tourism and Leisure-related

Establishments

Albert J. Rutledge introduced certain principles on how to effectively design

establishments for the purpose of both the guests and the employees as they are the
ones who usually utilize establishment spaces.
1. Everything should have a purpose.
 If there is a good use of the land and the spaces, there should not be any
area without any function. Therefore, there should be a good relationship
between the different parts of an establishment or, in a bigger scale, a
complex. The parts are as follows:
a. Natural Elements – These areas include the land itself, water areas, and
plants.
b. Use Areas - These are areas where there is an interaction between the
guests and the service staff most of the time, such as the dining room floor,
 parking area, and game rooms. In these areas, it is important to check for
certain technical requirements. For example, if an areas is in a hilly
location, the degree of pitch or flat should be considered and whether an
activity should be placed there. For outdoor areas where many trees
abound, over shading should also be avoided.
c. Major Structures - In large complexes, these pertain to buildings and
dams.
d. Minor Structures – These include utility areas, benches for guests,
walkways, and pathways. For large outdoor complexes, it is important to
establish a good street system and internal road network so that guests
would not be lost and to ensure quality of experience.
e. Forces of Nature – These include wind, sun, and rain effects.

1. Design should be for both employees and guests.

 When planning for space allocations of the service scape. It is important to
consider the physical strengths and weaknesses of the site. If the area
tends to be hot because of the direction of the sun, then in the planning
sessions, avoid placing center of guests and employee activities in these
use areas. We should always remember to check if we are designing for
guest wants, guest needs, or what we think the guest needs. In all areas
there should be a balance. Balance between the personal (guest) and
impersonal (establishment) needs.

2. Function and aesthetics should be present.

 In designing the hospitality and tourism workplace and guest experience,
both the concept of function and aesthetics should be considered. Function
pertains to th technical aspects of the operation, such as the height of a
chair in relation to the table, the quality of material used in making that chair,
and the comfort it gives to the guest or employee. But always remember
that if the chair is not visually appealing, you will be having a hard time
convincing guest to sit there.

3. Set up a substantial experience for the guests and employees.

 It is important that when a guest or an employee comes in contact with the
service scape he/she can immediately answer the question. “What is”.
“What is in store for me?” Or, “What is the reason that I am here?” In an
instant, a guest would want an answer to these questions. That is, a service
setting should have a holistic view on what it is that we want a guest to
experience. To set this up properly, the resort to “theming” is usually
established.

Theming refers to the use of an overwhelming concept to create a holistic and

integrated organization of the guest experience. Planners usually use one concept or
one group of concepts in designing the tangible aspects of the service setting. It
could go as far from the paints used in walls, to the sounds played, and even to the
foods served.

1. Set up an appropriate experience for guests and employees.

 If principle 4 discussed the answer to the question, “What is”, then this
principle will now answer the question, “Why it is.” Why is it there? Are the
elements of the site supposed to be in such fashion? To aid in delivering a
holistic experience, it is important that elements of design are appropriately
placed in reference to the type of the place, whether it will be a resort,
restaurant, or leisure-linked facility. If a natural resources is present in the
area, like the presence of beaches, sand dunes, rock formations, and trees,
it should be highlighted in the area rather than conforming in a plan which
was done otherwise. Remember that the reason for the selection of a site
usually depends on the personality of the setting, and these natural
resources bring up much of the beauty it represents.
2. Adhere to technical requirements.
 This design element is a little bit easier to understand but entails a lot of
resources to comply with. For a facility to function properly and serve its
guests and employees, it is required for the owner and the management to
follow and procure necessary procedures for proper implementation of design.
The usual requirements would be adherence to certain local laws and the
procurement of permits such as the business permit to operate and other
related permits.in the Philippines, an organization known as Protected Area
Management Board (PAMB) is in charge for monitoring the activities and
facilities in a designated protected site. Requirements of areas such as this
should be strictly adhered to as there are safety and security reasons for
these areas, especially when environment and culture are in focus.
3. Comply with needs in the lowest possible cost.
 For developers of hospitality and tourism establishments, it is very important
that the lowest possible cost be utilized for maximum profitability. Leisure and
tourism establishments would usually buy facilities and technical equipment
for their use such as swimming pool facilities or big buses. It is very important,
however, to have a “make-or-buy” decision for this to check on the overall
expenditures that it may incur.
 For example, in a restaurant, the owner would want to add an “oven” for
baking, he/she should check first if baked items are in the menu. Also, check
if there is a baker who is knowledgeable in cooking such items, or if it is fit in
the design of the kitchen. Similar to the case of a swimming pool, where one
thing that should be considered is the availability of its facility and
maintenance team if ever there are repairs and maintenance procedures
needed to be done.
 4. Establish design with less supervision.
 It is the dream of any owner, developer, or designer that a concept be
implemented with least supervision possible, as this would also cut on cost for
the facility. However, doing this is difficult because supervision and monitoring
usually go hand in hand. These concepts implemented together will
lead the guest to two choices: stay or stay longer. The service scape
perceptions are very much important in the decision process of a guest. This
is why hospitality and tourism companies must really give their best to create
environments that encourage longer visits, which would result in better
revenues.

Importance of Service scape

 The concept of service scape is very much significant in designing the entire
guest experience within the context of tourism and hospitality. It makes it easy
for the owners, management team, and staff to deliver the image they would
want to project to their guests. Below, this concept is highlighted into view to
further emphasize its importance.

Expectations
 The environment largely influences guest expectations, even before the
service process. This can be reflected as the gest would expect cleanliness
as a primary concern in most cases.
 For example, if a casual dining restaurant’s exterior is dirty, the guests would
have a negative impression, which affects their entire experience.
Independently, the ability of the restaurant team, i.e., the chefs and the dining
room team, is in no way connected to the cigarette butts outside the
restaurant, but it is a must that the restaurant team takes care of it or else the
guests would expect a negative experience or would not enter at all.

ASEAN Green Hotel Standard

 The Association of Southeast Asian Nations (ASEAN) Green Hotel Standard
awards hotels with certification process that increases environment-friendly
and energy conservation in the ASEAN lodging sector.

Mood and Emotion

 Another importance of the service scape is that it sets the mood for the guest
and somehow evokes their emotion along their experience. The mix of the
different elements will considerably affect the guest’s mood even before
he/she enters an establishment. Imagine hearing your favorite childhood
cartoon theme songs on the common grounds of an amusement park. It
brings you back to your childhood memories and somehow sets the mood of a
happy experience even before you enter the said amusement park.
Employee Satisfaction
 The service setting also has an impact on the workplace—the employees or
also known as the team --- who do not even use the service but are affected
by it. It is a very significant part of the employee’s daily routine because they
work in these places most of the time, hence the exposure. Naturally, the
service setting should be clean and orderly, conducive to work in, and well-
designed to harness employee satisfaction, which somehow relates to guest
satisfaction. Special attention to details in the service setting motivates the
employees to work as they know they can be productive in a safe and orderly
place.

Service Production Factory

 To some, the setting may only be a service backdrops; but in reality, it is
where the guest co-produces the experience with the different aspects of the
service product. This is why the service setting is often referred to as a
service production factory. It is quite different in the manufacturing industry as
in service, the guest is in the middle of it. Within the ‘service production
factory’, the guest undergoes and co-produces the service experience and the
service setting has a big role in the guest’s satisfaction and eventually, loyalty.

Function Value
 Lastly, service setting is importance of its functional value. With the guest as
its central concern, the establishment’s focal reason for existence is to provide
safe and easy to use and understand place. Safety and security could not be
more highlighted than before as there are a lot of technological advances that
can be accessed by other people. This is why it is a major task for people of
safety and security to convince probable guess to come in the property and
enjoy the facilities.