Abstract:
Purpose: There are various articles that discuss about different models of servicescape
and emphasize on its importance and effects as well as the concept of disneyization.
However, the evaluation of servicescape of restaurants or cafes in Pakistan by using
model of disneyization has not been carried out by previous pragmatic research. The
purpose of this thesis is to examine how servicescapes can be assessed by means of
model of disneyization. The rationale of this study was also to discover that what
parameters of servicescape and disneyization influence consumers when selecting a
restaurant to visit from the variety of options available.
Research Question: To explore the awareness amongst consumers regarding
servicescapes, disneyization and how does it helps in developing consumer experiences,
tastes and preferences for a particular servicescape.
Objectives of the research: The goal of this research is to evaluate the servicescapes of
the food industry by using the elements of disneyization. The main idea behind this goal
is to identify the link between the dimensions of servicescape with elements of
Disneyization and how servicescapes relate to customers' experience which in turn results
in improved experience, better service quality and customer satisfaction.
Design/ Methodology/ Approach: Qualitative research method was used due to
exploratory nature of this research topic. In-depth interview and focus group techniques
were used because they were suitable as it takes into contemplation the consumer
perceptions and observations which cannot be done by quantitative research techniques.
Findings: The results show that consumers consider the ambient conditions and attitude
of staff as the most important and critical factor among dimensions of servicescape and
elements of disneyization. The ambient conditions and attitude of staff have a larger
impact on the moods and decision making of people in selecting a particular restaurant or
café.
Conclusion and Recommendations: The eight themes were concluded individually and
recommendations were given at the end of conclusion of each theme. However, most
emphasis was laid on ambient conditions and attitude of staff. Respondents have given
clear indications of not preferring a particular restaurant or cafe because of its unfriendly
or untrained staff. Conversely, they would prefer a particular restaurant or café due to its
overall environment, unique décor and bright lights etc.
