Comparing Servicescapes of Dunkin Donuts and Starbucks in NYC
You are to visit and analyze two business that offer similar products/services – Dunkin Donuts and Starbucks in NYC. The comparative analysis should be based on the Mary Jo Bitner model of servicescapes (http://www.her.itesm.mx/home/ivazquez/AnConsumidor/Bitner_1992.pdf ) and should not only identify the environmental dimensions (ambient conditions, space/function, signs, symbols), of the business, you should indentify yourself as the customer and relate your responses (cognitive, emotional, and psychological) to the Dunkin Donuts and Starbucks. Respond to each of the subdivisions listed under environment dimensions. This report should conclude which environment as a customer you prefer while indentifying the specific elements of your experience which have influenced your preference.
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