Voice of Intellectual Man- An International Journal
Year : 2021, Volume : 11, Issue : 1and2
First page : ( 43) Last page : ( 56)
Print ISSN : 2231-6914. Online ISSN : 2319-4308.
Article DOI : 10.5958/2319-4308.2021.00003.7

Excellent example of a servicescape model: A case study of Bharat Ratna Shri Atal Bihari Vajpayee (BRSABV) Ekana Cricket Stadium

Saxena Anupam¹

¹Dr. Anupam Saxena, Associate Professor of Operations Management at Jaipuria Institute of Management, Lucknow

Online published on 4 January, 2023.

Abstract

In sports stadium servicescape plays a very critical role because the audience and teams all works towards common objective of generating an excellent experience which is intangible. Intangible experience needs a lot of elements of servicescape because the audience perceives the service through its senses. Ambience, layout design, colors, cleanliness all adds to the overall experience in the minds of the customer which is helpful in customer retention and their usage of the sports facilities repeatedly. In order to study how various elements of servicescape impact stadium settings and its importance in gaining competitive advantage, BRSABV Ekana cricket stadium was selected for the same. Field visits, interviews and other discussions revealed that the layout design and planning of the stadium incorporates all elements of servicescape excellently and because of which the stadium today enjoys a major competitive advantage over its competitors across the country. This clearly points out the relevance of servicescape and its incorporation in service facilities like stadium. Servicescape has a critical role and should be considered during the process of planning, designing and implementation of such projects to generate better service experience and competitive advantage.

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Keywords

Servicescape, Stadium, Ekana, Layout design, Service settings.

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