Sunflower

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After consulting, customers join the package tour and pay for it. Meanwhile, the frontline staffs receive the payment supported by payment system.

Customers leave when the payment is finished. However, the staff in Sunflower Travel do not say goodbye or show their hospitality to the customers. Service quality is not reached, hence, as well as the efficiency.

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The Servuction System (Langeard et al., 1981) (Service design)

Langeard et al. (1981) use the Servuction system to illustrate factors that influence service experience, including those that are visible and invisible to consumer.

Invisible component consists of invisible organizations and systems. It refers to the rules, regulations and processes upon which the organization is based. Although they are invisible to the customers, they have a very profound effect on the consumer service experience.

Visible part consists of 3 parts:

1. Servicescape (inanimate environment),

2. Contact personnel/service providers,

3. and other consumers.

Servicescape- It refers to the use of physical evidence to design service environments. It consists of ambient conditions such as music, inanimate objects that assist the firm in completing is tasks. All non-living features present during service encounter.

Contact personnel: Employees other than primary providers that interact with consumer.

Service Provider: Primary provider of core service,

Other Customers-

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Invisible part

Customers go to the consultation table for consultation with frontline travel agents in order to get some travel advice and detailed information, which is supported by the information system and database. The information system is the invisible process.

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Discussion and Investigation : Visible part

Servicescape (Service setting)

Ambient condition

Lighting

Bright white lighting in stores makes both employees and customers feel uncomfortable. Customers may not be satisfied in the whole experiences of the services provided and avoid it. Quality of service cannot be reached.

Music

Music has various effects of music on moods, preferences and general behavior.[2] However, there is no music playing in store. Customers cannot feel the excitement of travelling while the employees cannot enjoy the working environment. It affects both customers’ and employees’ mentally and it is avoided by customer. Thus, efficiency is not high.

Chairs

The hard chairs make customers feel painful after sitting for a long time. So the customers do not have good experiences after consulting for a period of time. It affects the ‘’Body’’ and is avoided by customer. Customers may not enjoy during the service process. The quality is not high which leads to the lower performance and efficiency of service.

Carpet

The carpet makes a positive effect on customers’ mind that they are being welcome as there is differentiation between the store inside and the aisle outside the store. It is approach by customer to come back again. It enhances the feeling of customers so the efficiency is higher.

Table

The white tables make customers feel dull and cold. It affects their ‘’Heart’’. The customers may not have much more excitement about the trip suggested by the staff. It is avoided by customer to choose Sunflower Travel. So the efficiency is affected.

Spatial layout and function

Space

There is narrow space for consultation which makes customer feeling being trapped. Besides, the narrow space leads to negative effect of their hearts while sitting next to the strangers. It is avoided by customer to come for consultation. It affected the service process. The customers may affect the other customers emotionally. Thus, speed and quality may be affected, as well as the efficiency.

Entrance

The narrow entrance causes negative feeling to customers’ mind. They may feel not being welcome and avoid going inside the store. It is avoided by customers. The efficiency is lower as fewer customers are attracted to come in.

Waiting area

The waiting area is too small without any place to sit which makes customers’ bodies feeling tired easily. So it is avoided by the customers as they may leave the store instead of waiting for their consultation. The customers become fewer so the efficiency is lower.

Sign, Symbols and Artifacts

Logo

The sunflower’s symbolic represents the sun of the earth .[3] This gives a positive feeling while customers see the logo. They probably feel energetic and joyful in their heart when they see the sun. So the customers may think that this company is friendly and easy to approach. Thus, it attracts more customers through this positive logo. Thus, it enhances the efficiency.

Uniform

Frontline staffs wear united uniform, which gives a positive image to customers. Customers may feel that the staffs in Sunflower are professional in their heart.[4] United uniform makes customers trusted them as they work as a team and provide a united service as well. In addition, employees will have a stronger team spirit when they wear the same uniform. Thus, the efficiency is higher.

Listed out the opening hours

The customers could know the opening hours clearly and remember it in their mind more easily because the opening hours is displayed at a visible