Research

Servicescape Internal Branding, the Missing Link in Terms of Tourism Servicescape

Abstract | Companies and organizations which provide products and services using standardization and quality control methods attempt to develop a conventional and repeatable level of experience for their customers. But, it is not possible to examine the target when the basic variables associated with the issue are uncontrollable or highly objective-subjective. Tourism services are multilateral issues affecting communication among tourists, workers and the environment providing services, therefore, it bears multiple aspects of subjective, objective and subjective-objective considerations. Branding was introduced to management literature of tourism organizations with the same purpose and is oriented to determine the direction of positioning and imagination in customers’ mindset before experiencing any tourism services. Although considering servicescape and branding in tourism organizations are accounted as a solution to promote competitiveness and to overcome existing challenges in providing services, there is a human link missing which needs further exploration. The human factor and internal branding program are two issues which can be considered as the missing links servicescape and branding. This paper is aimed to recognize what internal branding within the tourism corporates to improve servicescapes by using library studies and reviewing theoretical foundations applying experts’ opinions and author’s Saeed Shafia experiences. Ph.D. Candidate in Tourism Management, University of Science and Culture, Tehran, Iran. Keywords | Servicescape, Internal Branding, Tourism Services, [email protected] Tourism Servicescape

14 No.35 Summer 2016 Internal branding, the missing link in terms of tourism

Introduction | Branding is produced by metropolitan capable of understanding the situation, they are lifestyle that liberates the residents of these big also transferor and representative of the brand. settlements from the time consuming and complicated Thus, their behavior in addition to the physical and process of comparing products and services in order environmental elements of servicescape develops to decide for the purchase. Naturally, the human an objective mindset which greatly affects services. mind comments based on comparing components What can be reviewed and used as the missing link and favorable factors which have learned about and a way out of these challenges is the concept the quality of a products or services from either of internal or organizational branding which is an learning-based or experience-based environment. interdisciplinary field consisting of human resource Certainly, designing guidance signals such as brand management, marketing, strategic management and names which their attractiveness lies not only in organizational behavior. Servicescape cannot be the logo and shape but also in the mentality and arranged properly unless the staff has been fully concepts is a logical solution for the convenience of aligned and integrated with slogans and promises, both customers and providers of these products and and they have been experienced enough to create services. It eases the way for customers to access branding. In this model, social interaction between reliable, high-quality products and services and staff is known as a valuable phenomenon which providers to survive in today’s turbulent business leads to the strengthening social capital within the climate. organization and the positive customer perception Tourism, as a value system and a platform for of service quality. Employees of tourism services experimenting, has roots in the history of the origin that are aligned in a form of brand value act of man; though after the industrial revolution harmoniously in an elegant, precise and coordinated it has evolved to the modern format that exists way, who lead the customers from rational review to today. Moving from a certain point to a specific an emotional concept and a sensational connection location doing defined activities and returning to to the organization. This is the starting point of an the basic point can be considered as tourism. In intelligent pathway of which disruptive elements this route, the act of returning to the same original affecting customers is guided toward a proper point is important because the emphasis is on the subjective-objective and environmental behavior word “circulating” or “revolving”. Thus, what are factors and provides customer satisfaction. The derived as a value from this physical displacement main purpose of customer satisfaction which is the is to gain experience and awareness which their first step to gain customers loyalty can be a good value depends on the person’s capability. But in this solution for tourist agencies. regard, the tourist plays the role of an organization itself, consisting of values, experiences, prejudices Tourism Services and even mental and/or physical-chemical status A literature review of hospitality and tourism while gaining experiences, intervenes in amount services in western resources offers a holy triad of and orientation of perception. A tired and hungry food, drink, and accommodation (Imani khoshkhoo, tourist can understand messages and signals sent et al. 2015), that is, the main biological factor in the from providers differently, and not knowing his/ context which is offered by its culture and has been her state and conditions while experiencing the proposed as vital elements. However, according to tourism services can be challenging for those Maslow, the primary biological needs and security providing these services. In contrast, tourism levels will be led continuously to a much higher service providers or staff have an important role level which impact customer perception about in this matter. While these people actually are services. Therefore, the holy triad of elements does

Summer 2016 No.35 15 Research not necessarily mean that the other supplements are will finally have long-term undeniable impacts on non-sacred. This holy triad can be known as three tourists which is affected by tourist quality of life objective elements that in their absence tourism before the trip and also affecting their quality of life does not exist, but even if present, it requires other after the trip. (Muzaffer Uysal, 2012). Certainly, subjective and objective-subjective elements. The this product consist of three main levels including subjective elements like customer’s expectations core, tangible, and additional which considering and perception of the non-produced services which each level requires different approaches in attitude are intangible before being produced, are insensibly and management. For example, the main product correlated to the objective-subjective elements like of a hotel is its residential system, not its room. a combination of the attitude and appearance of Thus, what a tourist expect as a hotel is a place the staff and the physical environement; which distinct residential space. But in contrast, other have more impact on customers though it’s less characteristics and distinct advantages such as considered. spacious rooms or comfortable lobby chairs have Services offered in the tourism industry is known been considered as product’s sensibility. Therefore, as a high challenging industry due to their what can be recognized as sensible product’s different features such as immediate production, characteristics refers to the distinguishing features corruptibility, lack of capability of being saved, and elements of the product. But extra products can multiple dependencies to other corresponding be added inclusively as unrelated facilities which services, the seasonality of the industry, an benefit the product with subjective value without unexpected trends in demand, unflexibility in increasing any cost for tourists. For example, a supply, introducing manpower and customers as free of charge laundry room for washing clothes a product (Dwyer et al., 2015). Therefore, despite or allocating a room for ironing on each floor of easy entering to different parts of the market, there the hotel may be one of these options of added are serious inherent risks in tourism services which product. This section highlights the presence severely affect its survival and competitiveness. and applicability of elements necessary to form a One of the concepts formed from a combination of tourism product to attract the attention of tourists in environmental, intellectual,and human elements, a manner that shows the priority of some necessary which can be applied in the management capacity characteristics and underlies some other which of the non-managable services, is Servicescape. improve subjective values of customers about In other words, it shows how to manipulate the received product or service. elements which affect other elements related to the However, what is known as facilities in tourism services which are not capable of being manipulated literature, and more as the physical elements in order to make them manageable. is called servicescape (Hudson et al., 2014). While the experts believe that servicescape is not Tourism Servicescape merely related to watching but is an approach of Tourism and hospitality products can be considered sightseeing and describing the reality (Atashinbar, as a complex of all factors and activities built up 2009). Thus, it is an emerge of the connection to meet the customers or tourists demands and between human perception, the environment and the requirments; which is offered to them in the form interactions between them from past to present and of a whole package or small parts of services. contains narrative quotes and particular expression Thus, tourism includes a wide range of products (Mansouri, 2004). and services that are set together to create an Here the concept of communication and interaction overall perception or experience. This perception between customers and employees can make

16 No.35 Summer 2016 Internal branding, the missing link in terms of tourism a different typology for servicescape which is organizations providing goods or services apply illustrated in Table 1. It is obvious that tourism and to induce their own concepts into the customers’ related services are at a high level of complexity mindset and use it as a reminder in their daily lives with great details and bilateral communication through positive and distinctive memories in order services in this part. to promote customers’ loyalty. In the other hand, Although tourism production consists of different organizations integrate the product or services with layers and each of which has different value and customers’ cognition and emotion in a way that at category in customers’ mindset, it needs more the time of deciding to buy a new product, it guides important components to consider the significant the customer’s decision-making system to see the situation due to its high complexity and dependency brand as a more valuable product. Hence, the brand to the interaction between tourists and employees. does not mean a luxury and expensive item, but a Hence, the concept of tourism servicescape cannot subjective concept which binds to objective and be summed up in the terms of environmental and perceptual elements of mind by being imported and spatial definitions and meanings, and the important fixed in the daily life of people providing positive factors are those definitions and meanings creating values added. the proper perceptual field by connecting them to Obviously, branding programs are systematic the environment. This is the point that the concepts attempts to convey meaning through information of brand and branding are considered and used to and promotional tools to the target audience improve the influence and efficiency of tourism and customers. Clearly, brand promises produce servicescape. customers’ mindset which can be completely non-organic or merely informer and organic Branding transferred based on oral advertising by customers. Human has started to use signals, signs, names, and For example, a tourism agency offering tours to flags etc. to distinct phenomena from each other historical cities transfer the perception of providing since from the very beginning of his history. Edible reliable, perfect, fast services to the customers products were sold by using the characteristic and through their own communication networks. distinctive signs to provide both controllability Henceforth, the important issue to customers is to be of products and assurance for customers. After satisfied by receiving fast perfect services from the the industrial revolution, the issue shifted to new staff. Accordingly, the possibility of any defect in conditions and distinguishing marks found its providing services or slipping from these promises essential role in business. Brands were transformed strongly exists at the moment of contact. That is, from a determiner into the form of spiritual insecure contact due to the inexperienced staff values; and nowadays, concepts such as brand which has been designed in a very quiet and reliable equity is considered as a great value for auditing environment by the organization (servicescape) can in commercial companies (Moshabaki Esfahani et transmit a sense of confidence to the customers. al., 2015). Thus, the branding is a process which Or a city tour setting with the best automobiles in

Table 1: Typology of Servicescape Based on Organizations Providing Service. Source: (Bitner; 1992). Types of Servicescape Based on Physical Complexity of Servicescape Communication Elaborate Lean Self-service (customer only) Golf land ATM Interpersonal Services Hotels & Restaurants Hair Saloon Remote Services (employee only) Telephone or Insurance Co. Automated Voice Messaging Systems

Summer 2016 No.35 17 Research the tourist destination cannot inculcate a sense of direct and indirect impacts on staff that have long- integrity and speed in the customers by a careless term effects on the quality of their working life and and tardy tour guide. Thus a new issue emerges direct and indirect impacts on customers whose within the organization in the meantime which is perceptions are affected by the quality of received known as branding or internal branding. service. Thus, both groups reveal psychological and emotional cognitive reactions creating the field of Internal Branding perception and satisfaction of being customer or Emerging new challenges of branding projects employee in the enterprise sector in an interaction. led to considering employees as the first target in Importantly, internal branding as a guiding and branding and in practice the direction of branding implementing the program in the phase of staff from outside to inside, which used advertisement response to customer services will be a precursor to and public relations, was turned to the inside to form a safe experience. outside direction using organizational culture. There Meanwhile, in measurements related to the internal are numerous definitions for internal branding that branding, this default exists that prevail achieving there is no theoretical unity among the words. Some staff customer satisfaction and comfort leads consider it as educational and communicational to obtaining customers satisfaction more than mechanisms that deliver brand messages or brand anything else. Therefore, the formation of any identity to staff (Pswarayi, 2013). Some other action or subjective which leads to the employees’ have attributed it to management practices with satisfaction working in the brand is on the internal an emphasis on leadership which is designed for branding agenda. the ultimate purpose in aligning individual goals Therefore, internal branding as a development of employees with defined objectives to achieve of perception and a mental program within the an appropriate level of behavior expected from servicescape plays the role of interaction insurance a known brand (Zeppelin, 2006). Certainly, the between customer and organization and also purpose of branding is to create a version in human recognizes service providers as the first early mind and personalizing an impersonal product or products’ buyers in the organization. The primary service so that makes a sense of connection and products of the organization are the same jobs that trust that is to distinguish the product and services. will be sold to employees and the satisfaction of This kind of analogizing an impersonal body of employees from their job in the organization and the brand to a human body can lead to achieve quality of working life would ultimately lead to sustainable competitive advantage since customers their satisfaction of servicescape. According to the gain specific images of the brand and also observe quality of services pattern, this consent can lead to human features in its components and providing employees’ loyalty to the organization, which is approaches. Figure 1 is a schematic of environmental considered as the first step of developing the quality to behavioral influences and the effects on mindset. of services by them. In other words, employees It is clear that physical signs and symbols are will be loyal service brokers who will generate applied as a causal factor to form perception loyal customers. For loyal employees, providing using servicescape. But hereinafter, customers and overall organizational requirements is much more employees will response as individual dynamic important than doing their ordinary organizational organisms to the perception due to their personal tasks and far beyond daily accounting issues they and psychological characteristics and their seek for long-term spiritual matters. In other words, individual and group experiences. It is obvious that the absence of an employee in working hours or there are two types of effect in this process. The tolerating bad behavior of some customers will

18 No.35 Summer 2016 Internal branding, the missing link in terms of tourism

Figure 1: environmental to behavioral influences in servicescape. Source: Author, adapted from (Bitner, 1992). be respond without negative reactions and will be that shows its truthfulness to the customers by answered with compassion and selflessness; and implementing tasks properly. Trustworthiness or staff considers the job, not just as a daily task but timeliness cannot be considered as an immediate as a part of the collective value. But underlying this or heterogenetic act. But it is a historical narrative new satisfaction for customers’ loyalty to the brand about people working in an organization who secures the profitability and survival on the market understand trustworthiness or timeliness properly businesses (Hudson et al., 2014). and fulfill it both to each other and to their customers Therefore, internal branding as a psychological- in the same attitude. management mechanism is also recognized as If branding can be referred to design identities or a supplement for branding programs within the characters, tourism servicescape can be similized organization which both outreaches to sustain the to a palpable body and configuration that internal perception of customers and plays the narrator branding is its blood flow with a regular rate and role in servicescape. It is a human tradition rooted rhythm which leads to providing services to the in the real or apparent history of the organization user and continuity of servicescape.

Conclusion | Certainly, providing services in expenses are allocated to this part. At the second the tourism industry requires considering details level, that is, manifestion of subjective elements accurately and ignoring them leads to failure of that increasingly, the main features and characteristics industry in today’s competitive markets. Services combine with main agents and customers can which can be introduced in three levels requires perceive the value of a distinct service from other three levels of management and consideration. At services by comparing and interpreting slightly. the primary level, what is presented as the main At this level, the issues allocated to branding requirement of customers is considered. They are and shaping factors arises especially in terms of the objectives and primary issues which any tourism servicescape and continue to the third level that is corporate can establish to stabilize their own the level of adding factors. Thus, there are objective businesses by applying the most simple comparisons factors to consider at third level accompanied with and investigations; and usually, the highest level of attached subjective elements.

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It is certain that topics of branding and internal hardware before carrying out any refomative and branding can be raised after the establishment of development actions. the main product; and as illustrated in Table 2, the 2. The importance of human resources as a mediator importance of subjective factors at second and third and translator between objective and subjective levels of product becomes more considerable and factors in this corporate is significant which must prominent. It is important to emphasize that by be developed before any measurement. moving from the second to the third level of tourism 3. Branding is a continuous process and pathway and products, objective and subjective issues integrate Brand-book is a strategic and functional document. and reveal a differentiated objective-subjective To establish a successful internal branding and feature. servicescape for tourism program, continuous Internal branding can be mentioned as a missing link process management according to controllable in terms of branding and servicescape at the second elements emphasizing on Brand-book is necessary. and third level of production. This measurement To achieve this importance, a branding manager may be raised to aligning and consistency brand’s and control measurements are prerequisite. promises and to integrate the behavior expected 4. New categories of services and internal from brand and servicescape. branding are just dynamic and management tools It is recommended that current enterprises in the within the enterprise which can be developed and tourism industry which tend to enter the subjective enhanced in recognizing customer process. Thus, and subjective-objective issues in branding and implementation of these programs is the start of internal branding pay special attention to following a progress which requires better-recognizing of considerations: customers and emphasizing on defined values of 1. To provide the necessary objective platforms and the brand.

Table 2: Summing up the production levels according to the subjective and objective elements of research. Source: Author. Production or The Presence and Dominance of Subjective and Description Services Levels Objective Elements First level: Core The dominance of objective and forming elements Developing of servicescape definitions at this Level or Main Level of products or services which fulfill the customers’ primary needs Second Level: Adding subjective features to objective elements to The dominance of brand and internal branding at this level. Sub-level distinct the first or core level benefiting servicescape from brand’s entity at subjective, subjective-objective, and objective levels which provide integrity and help to transfer integrated and meaningful definitions Third Level: Adding objective features accompanied with Increasing subjective values due to the providing objective Adding specific perceptions to develop values for products features which elevate the value of received services in or services customer’s mindset. Elevating the level of dominance of subjective-objective issues. Servicescape, Branding, and Internal Branding are at the service of developing a distinct image from main product and by-product.

Reference list

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