Framework for Identifying the Effect of the Servicescape

Framework for Identifying the Effect of the Servicescape

IKEA

Ambient Conditions:

IKEA provides customers with a calm and relaxing environment as they do their shopping; meaning that their products are show cased in a desirable atmosphere by setting the lighting and color schemes with a home-like touch. In most cases, IKEA tends to set the mood right for customers by setting relaxing music which tends to enable customers to have a more peaceful and pleasant time while shopping. In addition, they have a spectacular air condition system which maintains a nicely fresh breeze in the air. It is vital for any shop to assure that the temperature is suitable for everyone especially when it is in a country with extreme hot conditions.

We found that three of the customers had visit IKEA store more than four times. One of them said "I like the atmosphere of IKEA because I feel there as the feeling of my home". In general the customers like the environment there, but each of them have some points they want IKEA to look after it. The air temperature, smells, lighting and sounds were in appropriate condition with who we did interview with. These elements are very important for customers while entering new place. It gives them the first impact about it, so they like to continue discovering this new place or back home. The employees agreed with their collage when he said: "The family and friendly ambience is what I feel during my working hours, one of the reasons is the suitable environment for most people". Even with the huge building of IKEA, they control the environment in professional ways.

Spatial Layout and Functionality:

IKEA could literally guide anything living due to their remarkable floor plan that they have achieved to implement in their shop. It is extremely well organized, neatly presented, and does not cause any confusion; even for the young ones. The equipment, furnishings, and utensils are displayed in a way that could be viewed from a mile away. As a...