ANALYZING THE SERVICESCAPE ELEMENTS OF RUMAH BUKU/KINERUKU
FINAL PROJECT
By Redo Timothy Daely 19007118
Undergraduate Program School of Business and Management Institut Teknologi Bandung
VALIDATION PAGE
ANALYZING THE SERVICESCAPE ELEMENTS OF RUMAH BUKU/KINERUKU
By: REDO TIMOTHY DAELY ID No: 19007118
Undergraduate Program School of Business and Management Institut Teknologi Bandung
Validated By
Dr. Mustika Sufiati Purwanegara
ANALYZING THE SERVICESCAPE ELEMENTS OF RUMAH BUKU/KINERUKU Redo Timothy Daely 19007118 Final Examination Date: August 2, 2010 Undergraduate Program School of Business and Management Bandung Insitute of Technology, 2010 Supervisor: Dr. Mustika Sufiati Purwanegara
ABSTRACT One place that needs a good servicescape is public libraries. One of those public libraries in Bandung is Rumah Buku/Kineruku which was established on March 29 2003. Rumah Buku/Kineruku is a public room that provides reference such as books, music CDs, and movies. It has over 4000 book titles, 1000 music CDs, and 1000 movie titles that are quite well arranged in wooden shelves, with comfy sofas, and beautiful garden. The first serviscape elements problem is the book arrangement: the way they’re arranged, standing up or laid down; and the category separation in the shelves. They also have signage problem. The visibility of the main outdoor identity signage is not able to be seen easily by people who first visit the place. The book signages on the shelves were also being complained by the visitors. Rumah Buku/Kineruku needs to have more reading areas, since it’s very limited in inside the room and the back terrace. In the author’s first thought, this can also be an opportunity for Rumah Buku/Kineruku to develop their business place. Some metal chairs in Rumah Buku/Kineruku have lost their rubber tips on their legs. The author did a direct observation to the place to start the research. This was not difficult since the author was having internship in the place for 3 days a week from 10 to 6 for 3 months. Servicescape has a lot to do with the senses. So, to observe, the author really used all his 5 senses; touching walls, smell the air, listen to the music played by the manager, try all different available seats, etc. Based on the data gathered, their exterior identity signage should be more distinguished at is located on the gate so people will recognize the place easily because the signage is able to be clearly seen from the street. It is also made of stone so that it matches the vintage theme and matches the one marbled side of the interior walls. The “put your bags and jackets inside the locker” signage should be designed bigger and in color like bright red, so that it contrasts the lockers. To create more reading area, the inside and the outside should be developed in one concept because it needs to have a unity. It would be better if the missing rubber tips on each chair legs are replaced with the new ones. Or to make it simple, just change all the rubber tips of those chairs’ legs. It would also be great if Rumah Buku/Kineruku has some kind of a fountain at the backyard, or simply a little table fountain inside the room. The sound of water dropping can give an alive ambient to the room and makes it comfier. Keywords: servicescape, Rumah Buku/Kineruku, library i
MENGANALISA ELEMEN-ELEMEN SERVICESCAPE RUMAH BUKU/KINERUKU Redo Timothy Daely 19007118 Tanggal Ujian Akhir: 2 Augustus 2010 Program Sarjana Institut Sekolah Bisnis dan Manajemen Institut Teknologi Bandung, 2010 Pembimbing: Dr. Mustika Sufiati Purwanegara
ABSTRAK Satu tempat yang membutuhkan servicescape baik adalah perpustakaan umum. Salah satu perpustakaan umum di Bandung adalah Rumah Buku / Kineruku yang didirikan pada tanggal 29 Maret 2003. Rumah Buku / Kineruku adalah ruang publik yang menyediakan referensi seperti buku, CD musik, dan film. Rumah Buku/Kineruku memiliki lebih dari 4000 judul buku, 1000 CD musik, dan 1000 judul film yang cukup baik diatur dalam rak-rak kayu, dengan sofa nyaman, dan taman yang indah. Masalah mereka adalah pengaturan buku: cara buku diatur, berdiri atau dibaringkan, dan pemisahan kategori di rak. Mereka juga mempunyai masalah signage. Visibilitas signage identitas utama luar tidak dapat dilihat dengan mudah oleh orang-orang yang pertama kali mengunjungi tempat itu. Signages buku di rak itu juga dikeluhkan oleh pengunjung. Rumah Buku / Kineruku perlu memiliki area membaca lebih, karena sangat terbatas di dalam ruang dan teras belakang. Ini juga bisa menjadi kesempatan untuk Rumah Buku / Kineruku untuk mengembangkan tempat usaha mereka. Masalah lain adalah beberapa kursi metal di Rumah Buku / Kineruku telah kehilangan lapisan karet di kaki mereka. Penulis melakukan pengamatan langsung ke tempat untuk memulai penelitian. Ini tidak sulit karena penulis magang di tempat tersebut selama 3 hari seminggu pukul 10 pagi – 6 sore selama 3 bulan. Servicescape memiliki banyak hubungannya dengan indra. Jadi untuk mengamati, penulis benar-benar menggunakan kelima indranya; menyentuh dinding, membaui udara, mendengarkan musik yang dimainkan oleh manajer, mencoba semua kursi yang tersedia berbeda, dll. Berdasarkan data yang dikumpulkan, signage eksterior identitas mereka harus terletak di pintu gerbang sehingga orang akan mengenali dengan mudah karena signage ini jelas dilihat dari jalan. Signage tersebut dapat terbuat dari batu sehingga sesuai dengan tema vintage dan cocok satu sisi dinding di dalam. Signage "letakkan tas dan jaket di dalam loker" harus dirancang lebih besar dan jelas seperti merah terang, sehingga kontras dengan loker. Bagian dalam dan luar harus dikembangkan dalam satu konsep karena keduanya perlu memiliki satu kesatuan. Solusi untuk hilangnya ujung karet pada kaki kursi adalah diganti dengan yang baru, atau ganti semua ujung karet kaki kursi tersebut. Akan lebih baik jika Rumah Buku / Kineruku memiliki air mancur di halaman belakang, atau hanya air mancur meja di dalam ruangan. Bunyi air yang jatuh dapat memberikan ambien kehidupan ke dalam ruangan dan membuat lebih nyaman. Keywords: servicescape, Rumah Buku/Kineruku, perpustakaan ii
FOREWORD
All praises to the Lord, Jesus Christ God almighty, for the grace and mercy that He has been giving to the author until this report is done.
The observation of this project was done during the internship program in Rumah Buku/Kineruku in the second last semester. A big thank you for the help and guidance, both from the field mentor in Rumah Buku/Kineruku and the academic counselor in SBM ITB. The completion of this report is not apart from the assistance of many parties that already gave inputs, critics, and support to the author. In this opportunity, the author wants to say a very big thank you to: 1. God Almighty for all blessing and guidance to the writer so that this report can be done well. 2. Dearest parents and family that provide both moral and material supports to the writer to always work hard to get the best result. 3. Dr. Mustika Sufiati Purwanegara as the author’s academic counselor in the School of Business and Management, ITB. 4. Drs. Herry Hudrasyah, MA as the author’s Servicescape subject lecture and academic assessor for this project and the final presentation. 5. Mr. Budi Warsito as the field mentor in Rumah Buku/Kineruku 6. Mrs. Rani as the owner of Rumah Buku/Kineruku. 7. Mr. Judith, Mrs. Macy, Mrs. Sur, and all staff and employees of Rumah Buku/Kineruku. 8. Mrs. Frances as one of marketing lecturers in SBM ITB for the thoughtful marketing advices she’s been giving to the author.
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9. Biblio, the author’s Servicescape subject group along with Ahiska Ghulam for the servicescape observation on Rumah Buku/Kineruku and for the visualizations. 10. All beloved friends and best friends who always give big support in the process of making the internship paper. Thank you very much.
For your information, unlike the other chapters, each page in chapter 4 and appendix was printed on a single sheet of paper to give a better presentation on the pictures given in these parts of the report. The author realized that in doing this project, there may still be many parts that are needed to be improved, and apologize for the mistakes. Hopefully this thesis could be useful generally for the reader and especially for the author.
Bandung, August 30 2010
Redo Timothy Daely NIM : 19007118
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LIST OF CONTENTS
ABSTRACT .................................................................................................................... i ABSTRAK .....................................................................................................................ii FOREWORD ............................................................................................................... iii LIST OF CONTENTS ................................................................................................... v LIST OF FIGURES ..................................................................................................... vii LIST OF IMAGES ..................................................................................................... viii CHAPTER I - INTRODUCTION ................................................................................ 1 1.1.
Background ................................................................................................................ 1
1.2.
Problem Statement ............................................................................................ 3
1.3.
Research Objective ............................................................................................ 4
1.4.
Research Questions ........................................................................................... 4
1.5.
Problem Limitation ................................................................................................... 5
1.6.
Report Structure ................................................................................................ 5
CHAPTER II - THEORITICAL FOUNDATION ....................................................... 7 2.1.
Servicescape and Its Elements ................................................................................ 7
2.2.
Book Arrangement.................................................................................................... 8
2.3.
Types of Servicescape .............................................................................................. 9
2.4.
Role of Servicescape .......................................................................................... 9
2.4.1.
Package ......................................................................................................... 9
2.4.2.
Facilitator ................................................................................................... 10
2.4.3.
Socializer..................................................................................................... 10
2.4.4.
Differentiator .............................................................................................. 11
CHAPTER III - METHODOLOGY ........................................................................... 13 3.1.
Research Design .............................................................................................. 13
3.2.
Data Analysis Technique ................................................................................ 14 v
3.3.
Data Gathering Method .................................................................................. 14
CHAPTER IV - DATA ANALYSIS ........................................................................... 17 4.1.
Rumah Buku/Kineruku Servicescape Elements ........................................... 18
4.1.1.
Exterior Design ........................................................................................... 18
4.1.2.
Exterior Signage ......................................................................................... 19
4.1.3.
Parking Lot ................................................................................................. 21
4.1.4.
Landscape and Surrounding Environment .................................................. 23
4.1.5.
Interior Design and Equipments ................................................................. 25
4.1.6.
Interior Signage .......................................................................................... 32
4.1.7.
Layout......................................................................................................... 35
4.1.8.
Air Quality ................................................................................................. 35
4.1.9.
Music, Scent, and Lightings ....................................................................... 36
4.1.10. Book, CD, and DVD Arrangement .............................................................. 37 4.2.
Actions of Rumah Buku/Kineruku to Its Servicescape Elements................ 41
4.3.
Contribution of Servicescape Elements to Rumah Buku/Kineruku ............ 42
4.4.
Possible Servicescape Development .............................................................. 43
4.4.1.
Signage ....................................................................................................... 45
4.4.2.
Inside and Backyard Development ............................................................... 46
4.4.3.
Other Possible Development ....................................................................... 54
CHAPTER V - CONCLUSION AND RECOMMENDATION ............................... 57 5.1.
General Conclusion and Recommendations ................................................. 57
REFERENCES ............................................................................................................. 59 APPENDIX .................................................................................................................. 53
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LIST OF FIGURES
Figure 1.1. Report Structure............................................................................................ 5 Figure 3.1. Research Design .......................................................................................... 14
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LIST OF IMAGES
Image 4.1. Image board of Rumah Buku/Kineruku .................................................. 17 Image 4.2. Rumah Buku/Kineruku front view ........................................................... 18 Image 4.3. garden .......................................................................................................... 18 Image 4.4. Rumah Buku/Kineruku’s backyard .......................................................... 19 Image 4.5. Rumah Buku/Kineruku’s backyard (2) ..................................................... 19 Image 4.6. Rumah Buku/Kineruku’s main signage .................................................... 20 Image 4.7. Rumah Buku/Kineruku’s main signage (2)............................................... 20 Image 4.8. Direction Signages in the neighborhood ................................................... 21 Image 4.9. Parking area ................................................................................................. 22 Image 4.10. Parking area (2) ......................................................................................... 23 Image 4.11. The neighborhood ..................................................................................... 24 Image 4.12. The Map ..................................................................................................... 24 Image 4.13. Long wooden table.................................................................................... 25 Image 4.14. Long wooden table (2) .............................................................................. 25 Image 4.15. Chairs available in Rumah Buku/Kineruku ........................................... 26 Image 4.16. Sofas available in Rumah Buku/Kineruku .............................................. 27 Image 4.17. Sofas available in Rumah Buku/Kineruku (2)......................................... 27 Image 4.18. Antique bottles decoration ...................................................................... 28 Image 4.19. Flooring ..................................................................................................... 29 Image 4.20. Marble wall ................................................................................................ 29 Image 4.21. Book shelves .............................................................................................. 30 Image 4.22. Inside view ................................................................................................. 31 Image 4.23. Inside view (2) ........................................................................................... 32 viii
Image 4.24. No picture taking and no smoking signage ............................................ 33 Image 4.25. Bags and jackets deposit lockers .............................................................. 33 Image 4.26. Regulation stickers signage ..................................................................... 34 Image 4.27. Architectural ground plan ....................................................................... 35 Image 4.28. Interior lightings ........................................................................................ 37 Image 4.29. DVD shelf ................................................................................................... 38 Image 4.30. DVD arrangement .................................................................................... 38 Image 4.31. CD arrangement ........................................................................................ 39 Image 4.32. CD shelf ..................................................................................................... 39 Image 4.33. Book arrangement ..................................................................................... 40 Image 4.34. Before and after ground plan .................................................................. 44 Image 4.35. Identity signage recommendation .......................................................... 45 Image 4.36. Identity signage recommendation .......................................................... 46 Image 4.37. Backyard development ............................................................................ 47 Image 4.38. Tree analogy upon the umbrellas ........................................................... 48 Image 4.39. Outdoor lamp decoration ........................................................................ 49 Image 4.40. Corn block pavement ............................................................................... 50 Image 4.41. Big screen .................................................................................................. 50 Image 4.42. Backyard inspiration ................................................................................ 51 Image 4.43. Outside and inside unity ......................................................................... 52 Image 4.44. Inside development .................................................................................. 53 Image 4.45. Vintage wallpaper pattern....................................................................... 54 Image 4.46. Color and pattern palette......................................................................... 54
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