Chapter 10 - Service Scape

In chapter 10, Featherman describes the concept of services, in comparison to products, and explains how services are often a combination of many services in unison. For example, he states that services are consist of core and augmented services. Core services refer to the initial service sought out by a consumer and augmented services refer to the additional provided services that enhance the value of the core service. In addition, Featherman states that a company's service scape is also crucial in maintaining a desired rate of consumption and keep consumers returning to receive the services you provide. A service scape can be defined as "the actual physical facility where the service is performed, delivered, and consumed" and is often foolishly overlooked by service providers. It is important to consider that while receiving or waiting for a service, consumers want to remain calm and comfortable. Ensuring this assumption will no doubt result in the return of previous consumers. A hospital lobby is an excellent example of what it means to have an effective service scape, and can be seen above. The unfortunate truth is that behind locked hospital doors there is a lot of blood, panic, and hysteria. In order to hinder this realization, hospital lobby's are often very elegant, play soothing music, and have dim lighting in order to help comfort already anxious patients. The combination of the core service at hospitals (treatment) and the augmented services provided by the service scape make it easy to see why so many people turn to hospitals each day.