Servicecapes: The Impact of Physical Surroundings on Customers and Employees - Essay Example

To effectively compare and differentiate how servicescape is done well between these two types of pizza providers, it would be necessary, first, to differentiate the two pizza providers in terms of the market it caters to and how they position themselves in the market.  “Domino's Pizza (Domino's or 'the company') is a pizza delivery company. It operates through a network of more than 9,351company-owned and franchise stores located in 50 US states and in more than 65 countries worldwide” (Data Monitor 2011).  Being a franchise, Domino Pizza is driven more by the economy than taste compared to pizzerias.  It also caters to the lower segment of the market because its scale affords it to offer its product at a lower price. 

Pizzerias, on the other hand, are shops that sell pizza and often offer the Italian variety of Pizza. Gilman describes it in his article as “pizzeria was a little hole-in-the-wall shop” (2011).  Compared to Domino’s pizza where its production is mechanized, Pizzerias typically prepare their pizza offerings in a personalized and elaborate manner albeit technology is already being used.  Its customers typically belong to the higher segment of the market because of its relatively high price.

Servicescape is “the ability of the physical environment to influence behaviors and to create an image is particularly apparent for service businesses such as hotels, restaurants, professional offices, banks, retail stores and hospitals” (Bitner 1992).  The physical environment influences both customers and employees and the business environment should cater simultaneously to the needs of the employees, as well as the customers (Baker 1987).

The servicescape also includes the personalized service and the physical setup of preparation which adds to the positive influence of surroundings to induce a positive customer experience that would help a pizza business or any business organization achieve its marketing objective.