1. This assignment will help you to see the differences of two service firms competitive strategies which provide similar core benefits. You need to select a full service restaurant (like Midpoint, Nusret, etc) and a fast-food restaurant ( like McDonalds, Burger King, etc). Answer the following questions for each of the service providers:

1. What is done well in the servicescape? Provide specific examples. 10 points
2. What aspects of the servicescape have a positive and negative impact on customers perceptions of the service experience? How would you suggest altering the servicescape to positively influence the service experience? 10 points
3. Which of the following characteristics (color, lighting, shapes, sound, smell) in the servicescape influence customers experiences? 10 points
4. How does each provider use the servicescape (a) in its positioning strategy, (b) to appeal to its target segment(s), and (c) to facilitate service delivery? 10 points
5. What suggestions would you make to improve the servicescape and other physical evidence for each provider? 10 points