Chapter 10 Flashcards
What does the servicescapes aim to achieve
And what does it relate to
Shape the customers experience- relating to the style and appearance
What are the 4 purposes of servicescapes
1) to shape customers’ behaviours and experiences
2) for image, positioning, and differentiation
3) core component of value proposition
4) to facilitate service encounter and enhance productivity
What does shaping the customers behaviour and experiences entail
Design of the environment + actions of customer contact personnel
What does image, positioning, and differentiation entail
Services are intangible meaning the customers use the environment to judge the quality.
Two models for consumer responses are?
Stimulus organism response model (SOR)
The valence and intensity model of affect
What is the SOR model
And what is the outcome
The unconscious and conscious perceptions and interpretations of the environment influences consumer feelings.
Feelings drive behaviour
Outcome is either “approach” or “avoidance”
CONSUMERS FEELINGS ARE MOST IMPORTANT HERE
What are the two outcomes to the SOR model
PLEASANT environments= APPROACH behaviour
UNPLEASANT environments= AVOIDANCE behaviour
(Arousal increases please on behaviour)
What is the valence and intensity model of affect
The emotional responses are based off pleasure and arousal
Pleasure= how much someone likes or dislikes something
Arousal= how stimulated the individual feels
What are the 4 outcomes of the model
High arousal+ high pleasure= exciting
High arousal+ low pleasure= distress
Low arousal+ high pleasure= relaxing
Low arousal+ low pleasure= boring
What makes an environment stimulating
When they are complex
Includes motion and change
Contain novel and surprising elements
Who was the servicescapes created by and what is it?
Created by Bitner
It is an integrated framework in where customers and employees responses are grouped into cognitive, emotional and physiological factors
The same service environment can have different effects on different consumers.
True or false
True
What are the three main dimensions of servicescapes
Ambience conditions
Space and functionality
Signs, symbols and artefacts
What is the ambient conditions factor
This is based off the 5 senses
Perceived both separately and holistically
Includes, colour, size and shape, scent, sound, music, temperature and air conditions
Give me two examples of aromatherapy scents.
Lemon, it’s citrus, causes ENERGISING, soothes energy levels
Black pepper, a spicy aroma, causes MUSCLE RELAXING and APHRODISIAC, balanced emotions
Who can a brand consult to make a signature smell for the business
AMBUIS
Define the Munsell colour system
Breaks down into three dimensions: hue, value and chroma
What is chroma
High chroma= rich and vivid colours
Low chroma= dull colours
What is the spatial and functionality element
This is the floor plan, size and shape
And how these items and elements can help in the performance of service interaction
What does Nickson refer to people as
‘Aesthetic labour’ the importance of the employees physical image has a factor in service environments and delivery
What is the definition of holistic
No dimension in the design can be planned without considering the other aspects
What is Design from a customers view. What does this entail
The servicescapes must be designed to guide the customers through the service delivery and designed with the customers in mind rather than just the physical appearance
Who studied environmental aspects that irritated shoppers? And what were these aspects?
D’Astrous
Ambient conditions- untidy store, temperature, music too loud
Environmental design- directions are inadequate, no mirrors, the arrangement is poor.
What tools can be used to guide the design of servicescape
Observation of customers behaviours
Responses
Photo audit
Blueprinting
Field experiments
