An Analysis of the Servicescape Model Pertaining to The Return of the King

1. Analysis of the Servicescape Model Pertaining to:

2. A Presentation by:
Alan Diamond Róisín
O’Malley
1632135 1638066
March 14 th 2012

3. Profile of the Event
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

4. Venue Profile
Name:
The Tivoli Theatre
Opened:
1987
Theatre Capacity:
447
Location:
138 Francis St, The Coombe, Dublin 8

5. An Integrative Framework:
Bitner’s Servicescape Model
ENVIRONMENTAL MODERATORS INTERNAL RESPONSES BEHAVIOUR
DIMENSIONS Approach
HOLISTIC Cognitive Affiliation
ENVIRONMENT Emotional Exploration
Ambient Employee Psychological Stay Longer
Satisfaction
Conditions Response
Avoid
Moderator (opposite of approach)
Employee
Responses
Space/ Perceived Social Interaction
Function Servicescape Between
Customers and
Customer Employees
Signs, Responses
Customer Approach
Symbols Attraction
& Response
Moderator Cognitive Stay/Explore
Artifacts Spend More €€€
Emotional
Satisfaction
Psychological Avoid
(opposite of approach)

7. Purchase Stage
Living Social Website.
Tivoli Theatre.
Tivoli Theatre Facebook page.

8. Transport
Bus Eireann
Taxi
LUAS
Walk/Cycle

9. Exterior of Venue
Black & Red Paint.
Graffiti-covered car park.
Clean.
Modern.

10. Interior of Venue
Similar colour patterns inside
the theatre.
Box office area was small &
compact.
Tickets were hard to get

11. 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.

12. Music
Stereo behind the bar had an
interview with An Taoiseach on
the radio, discussing the current
economic climate.

13. Staff
Helpful
Uniformed
Friendly
Box Office Employee -
wearing a tracksuit

14. Bathrooms
Adequate standard.
Well maintained.
Little signage to inform you
where they are.

15. 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

16. Attendees
Wide demographic.
Minority of attendees were
inebriated.
Disturbance.

17. The Show Itself
Lively.
Feel-good factor.
Professional.
Comfortable enough to dance &
sing along.

18. Individual Behaviour
Approach Behaviour Avoidance Behaviour
 Desire To Stay  Desire To Leave
 Desire To Spread Good  Desire To Spread Bad
WOM WOM
 Desire To Interact  Desire To Not Interact
 Desire To Return  Desire To Not Return
Approach the show, Avoid the Venue

20. Interview with Ian Smith
- Producer
Running for 11 years.
Choose Tivoli because finance
& location.
No major accidents have
occurred.

21. 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.

22. Recommendations
Photosensitive-epileptic signs.
Music in the waiting area/bar.
Selling of merchandise.
Friendlier staff.
Graffiti-covered car park.
Student prices on tickets.

23. Conclusion
In relation to The Return of the
King, the servicescape model has
highlighted perceptions and
emotional responses that could
make consumers pursue alternative

24. Thank You!
Any Questions?