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Analysis of the Servicescape Model Pertaining to:
A Presentation by:
Alan Diamond Róisín O’Malley
16321351638066
March 14th 2012
Event: The Return of the King
– Elvis Presley Tribute Show
Date: 1st March 2012
Time:Doors Open: 7:30pm, Show Commenced: 8:00pm
Venue: The Tivoli Theatre
Profile of the Event
Name: The Tivoli Theatre
Opened: 1987
Theatre Capacity: 447
Location: 138 Francis St, The Coombe, Dublin 8
Venue Profile
AmbientConditions
Space/Function
Signs,Symbols
&Artifacts
CognitiveEmotional
Psychological
A n I ntegrative F ramework: Bitner ’s Servicescape M odel
ENVIRONMENTAL DIMENSIONS
HOLISTIC ENVIRONMENT
MODERATORS INTERNAL RESPONSES BEHAVIOUR
Perceived Servicescape
CustomerResponse
Moderator
EmployeeResponse
Moderator
ApproachAttraction
Stay/ExploreSpend More €€€
SatisfactionAvoid
(opposite of approach)
Employee Responses
Customer Responses
CognitiveEmotional
Psychological
ApproachAffiliationExplorationStay LongerSatisfaction
Avoid(opposite of approach)
Social InteractionBetween
Customers and Employees
THE SERVICESCAPE IN
RELATION TO: THE RETURN OF
THE KING
Purchase Stage
Living Social Website.
Tivoli Theatre.
Tivoli Theatre Facebook
page.
Transport
Bus Eireann
Taxi
LUAS
Walk/Cycle
Exterior of Venue
Black & Red Paint.
Graffiti-covered car park.
Clean.
Modern.
Interior of Venue
Similar colour patterns
inside the theatre.
Box office area was small
& compact.
Tickets were hard to get
because they were not
confirmed.
Lounge Area/Bar
Poorly lit.
Crates of drink on stage.
Bar area had Christmas
lights up.
Bottle bins on dance floor.
Bottle bins blocking
emergency exits.
Bar tender was texting on
his phone.
Music
Stereo behind the bar had an interview with An Taoiseach on the radio, discussing the current economic climate.
Ireland is as bad as ever!
Staff
Helpful
Uniformed
Friendly
Box Office Employee -
wearing a tracksuit
Bathrooms
Adequate standard.
Well maintained.
Little signage to inform
you where they are.
Colours, Seating & Space
Theatre exterior: red & black.
Seating: red also, but torn,
old & uncomfortable.
Inadequate spacing between
seats in the theatre.
Enough space in theatre bar
to capacitate early arrivals.
Attendees
Wide demographic.
Minority of attendees
were inebriated.
Disturbance.
The Show Itself
Lively.
Feel-good factor.
Professional.
Comfortable enough to
dance & sing along.
Individual Behaviour
Approach Behaviour Desire To Stay
Desire To Spread Good
WOM
Desire To Interact
Desire To Return
Avoidance Behaviour Desire To Leave
Desire To Spread Bad WOM
Desire To Not Interact
Desire To Not Return
Approach the show, Avoid the Venue
PRIMARY RESEARCH
Interview with Ian Smith- Producer
Running for 11 years.
Choose Tivoli because
finance & location.
No major accidents
have occurred.
Unaware of signage for
epileptics.
Three crew members
trained in first aid.
Interview with Paul Lydon- Health & Safety Officer
Risk Assessments carried
out frequently.
No major health & safety
issues in the past.
Alcohol has been an
issue.
Interval rule requested
on all productions.
Tivoli is situated on a
busy street.
Recommendations
Photosensitive-epileptic
signs.
Music in the waiting
area/bar.
Selling of merchandise.
Friendlier staff.
Graffiti-covered car park.
Student prices on tickets.
Conclusion
In relation to The Return of
the King, the servicescape
model has highlighted
perceptions and emotional
responses that could make
consumers pursue
alternative services.
Thank You!
Any Questions?