Case Study: Servicescape and Interaction between Customers and Employees

The physical environment is constructed so as to make it easy for customers and personnel to interact, for example, to check-in and out or store the guests' luggage. However, all hotels have to be cautious regarding security issues. Safety matters can cause a dilemma in making the surroundings easy for both employees and customers, but at the same time, there is a need to make a secure and safe environment. Over the past years, a number of improvements have been made to make the hotel more secure. For instance, the hotel has a key card system for using the elevators, which prevents intruders. Mr. Cicero claims conflicts may arise when uniting customers and employee requests, however in Elite this situation rarely occurs. Many of the improvements make it better for both personnel and customers at the same time, for instance, new ventilation systems. The hotel does not only focus on customers, the personnel should be taken into account. It is not a larger conflict making both groups satisfied with the servicescape. As seen from a management perspective investment beneficial to both groups have to be done correspondingly to one another by carefully planning the company's activities regarding the servicescape. Mr. Cicero explains, for instance, if changes have been made in the hotel rooms, the next improvements may concern the working environment for the personnel. However, both personnel and customers have to be aware of financial restrictions. Mr. Cicero enhances the importance of living up to expectations promised via the homepage or brochure. The service provided should be delivered without any mistakes involved.

Mr. Cicero further believes the hotel industry tends to be highly influenced by present-day trends in the shape of the physical hotel environment. One present trend is the so-called unique concept hotels, or design hotels, which are increasingly more popular. These kinds of hotels did not exist 15-20 years ago. It is rather revaluating says, Mr. Cicero. The respondent further acknowledges that this trend may influence Elite in Lulea in the future, but that the hotel's classical appearance should be kept. The most crucial part of any hotel is that the interior is clean and inviting, however, most of all the personnel treat the guests in a friendly and welcoming manner.

If you were Mr. Cicero besides the ventilation system, what would you have done to further improve the servicescape for both customers and employees in Lulea Hotel? Cite examples and explain in your own opinion not less than two-fifty words.