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FINALS SERVICE MARKETING > CHAPTER 10 > Flashcards

CHAPTER 10 Flashcards

1
Q

The __________________ that customers experience plays a key role in shaping the service experience and enhancing (or undermining) customer satisfaction, especially in high-contact people-processing services.

A

physical service environment

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2
Q

Disney theme parks are often cited as vivid examples of ___________ that make customers feel comfortable and highly satisfied and leave a long-lasting impression.

A

service environments

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3
Q

Organizations such as hospitals, hotels, restaurants, and offices of professional service firms have come to recognize that the _______________ is an important element of their services marketing mix and overall value proposition.

A

service
environment

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4
Q

is an art that involves a lot of time and effort, and it can be expensive to implement.

A

Designing the service environment

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5
Q

Service environments, also called _______________.

A

servicescapes

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6
Q

relate to the style and appearance of the physical surroundings and other experiential elements encountered by customers at service delivery sites. Once designed and built, service environments are not easy to change.

A

Service environments

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7
Q

PURPOSE OF SERVICE ENVIRONMENTS

_____________________________________________________ Physical surroundings help to “________” appropriate feelings and reactions in customers and employees, which can help build loyalty to the firm.

A

shape customers’ experiences and behaviors

engineer

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8
Q

PURPOSE OF SERVICE ENVIRONMENTS

*The design elements of the service environment can make customers feel _______ or ________.

*Help them find their ______in complex service scapes such as hospitals or airports.

*Shape their ________________ and important outcomes such as buying behavior, satisfaction, and repeat purchases.

A

excited & relaxed

way

quality perceptions

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9
Q

Signal Quality, and Position, Differentiate and Strengthen the
Brand

_________ are often intangible and customers cannot assess their quality well.

So customers use the service environment as an important quality proxy, and firms go to great lengths to signal quality and portray the desired image.

Compare the two hotel lobbies; different types of hotels have very different target segments.

A

Services

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10
Q

Core Component of the Value Proposition

The _____________ can be a core component of a firm’s value proposition.

Consider how effectively many amusement parks use the services cape concept to engineer their visitors’ service experiences as they come to these parks to enjoy the environment and the rides.

A

servicescape

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11
Q

Core Component of the Value Proposition

The clean environment of Disneyland and employees in colorful costumes all contribute to the sense of _____________ that visitors encounter upon arrival and throughout their visit.

A

fun and excitement

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12
Q

Facilitate the Service Encounter and Enhance Productivity

_________________ are often designed to facilitate the service
encounter and to increase productivity.

A

Service environments

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13
Q

studies how people respond to particular environments.

___________ are a key driver of customer responses to service environments.

Two important models help us better understand consumer responses to service environments.

A

Environmental psychology

*Feelings

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14
Q

A model holds that our feelings are central to how we respond to different environmental elements.

A

Mehrabian–Russell Stimulus–Response.

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15
Q

can be modeled with the two interacting dimensions of pleasure and arousal, which together determine whether people approach, spend time and money in an environment, or whether they avoid it.

A

Russell’s Model of Affect- Holds that affect

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16
Q

is a direct, subjective response to the environment, depending on how much a individual likes or dislikes the environment.

A

Pleasure

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17
Q

refers to how stimulated the individual feels, ranging from deep sleep (lowest level of internal activity) to the highest levels of adrenaline in the bloodstream, e,g. when bungee jumping (highest level of internal activity).

A

Arousal

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18
Q

refer to those characteristics of the environment that pertain to our five senses.

Refer to a number of often intangible elements in a service environment including sound or noise, temperature, light, music, odor or smell, and even air quality Even when not consciously perceived, they still can affect people’s internal and behavioral responses.

A

Ambient conditions

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19
Q

Important ambient dimensions include:

A

Music, Scent, Color, Lighting

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20
Q

can have powerful effects on perceptions and behaviors in service settings, even if played at barely audible volumes.

Numerous research studies have found that fast-tempo and high-volume music increases arousal levels, which can then lead to customers increasing the pace of various behaviors.

A

MUSIC

21
Q

A restaurant study conducted over eight weeks showed that the customers who dined in a slow-music environment spent longer in the restaurant than the individuals in a fast-_____condition. As a result, beverage revenue increased substantially when slow-beat music was played.

A

music

22
Q

__________is the next important ambient dimension.

Ambient _______ or smell pervading an environment may or may not be consciously perceived by customers and may not be related to any particular product.

A

Scent

23
Q

_______can have strong effects on people’s feelings.

It pervades every aspect of our lives, embellishes the ordinary, and gives beauty and drama to everyday objects.

A

Color

24
Q

are associated with elated mood states and arousal
but also heightened anxiety (red, orange, and yellow hues).

A

Warm colors

25
Q

reduce arousal levels and could elicit emotions such as
peacefulness, calmness, love, and happiness. The de facto system used in psychological research is the Munsell System, which defines colors in the three dimensions.

A

Cold colors

26
Q

is the pigment of the color (i.e., the name of the color: red, orange, yellow, green, blue, or violet).

HealthPark Medical Center in Fort Meyers, Florida used using color schemes to enhance the service experience.

A

Hue

27
Q

is the degree of lightness or darkness of the color, relative to a scale that extends from pure black to pure white.

A

Value

28
Q

refers to hue intensity, saturation, or brilliance; high ______ colors have a high intensity of pigmentation and are perceived as rich and vivid, whereas low _____ colors are perceived as dull.

A

Chroma

29
Q

Bright and warm colors are usually used in environments with children to provide an attractive and cheery effect

A

THE EFFECT OF AMBIENT CONDITIONS

30
Q
  • creative use of _________ can bring an interior to life.
A

Lighting

31
Q

The interaction of light and shadow can sculpt, expand, scale, highlight, silhouette, sparkle,and most importantly can move
merchandise.

A

Lighting

32
Q

refers to the floor plan, size and shape of furnishings, counters, and potential machinery and equipment, and how they are arranged.

A

Spatial layout

33
Q

refers to the ability of those items to facilitate the performance of service transactions.

A

Functionality

34
Q

help customers to draw meaning from the environment and guide them through the service process. They can be used to:

  • Label facilities, counters, or departments.
  • Show directions (e.g., to entrance, exit, elevator, toilet).
  • Communicate the service script (e.g., take a number and watch it
    to be called).
  • Reinforce behavioral rules (e.g., “please turn your cell phones to
    silent”).
A

Signs, Symbols, and Artifacts

35
Q

The appearance and behavior of both service personnel and customers can strengthen or weaken the impression created by a service environment, and some academics argue that these social dimensions should be explicitly considered when assessing the quality of servicescapes e.g.

Employees at Disney theme parks are called cast members Once dressed up, they must “perform” for the guests.

A

PEOPLE ARE PART OF THE SERVICE ENVIRONMENT TOO

36
Q

The term “______________” is used to capture the importance of the physical image of service personnel who serve customers directly.

A

aesthetic labor

37
Q

Design With a Holistic View- Servicescapes have to be seen holistically, which means no dimension of the design can be optimized in isolation, because everything depends on everything else.

As the design of the environment needs to be planned as a whole, it is more like an art.

Therefore, professional designers tend to focus on specific types of servicescapes. e.g. interior designers do no other projects but create hotel lobbies around the world.

A

DESIGNING AN EFFECTIVE SERVICESCAPE

38
Q

Many service environments are built with an emphasis on esthetic values, and designers sometimes forget the most important factor to consider when designing service environments — the customers who will be using them.

Servicescapes should be designed to support customers in attaining their consumption goals by making the designs intuitive (i.e., easy to sense), meaningful (i.e., easy to understand), and easy to use.

A

Design From a Customer’s Perspective

39
Q

As a manager, how can you determine how customers use the servicescape, and which of its aspects irritate them and which do they like? Among the tools you can use are:
________________ of customers’ behavior and responses to the service environment by
management, supervisors, branch managers, and frontline staff.

A

Keen observation

40
Q

using a variety of research tools ranging from scanning social media, using suggestion boxes, focus groups, and surveys. The latter are often called environmental surveys if they focus on the design of the service environment.

A

Feedback and ideas from frontline staff and customers

41
Q

is a method of asking customers (or mystery shoppers) to take photographs of their service experience. These photographs can later be used as a basis for further interviews of their experience, or included as part of a survey about the service experience.

A

Photo audit

42
Q

which can be used to manipulate specific dimensions in an environment so that the effects can be observed. For instance, researchers can experiment with various types of music and scents, and then measure the time and money customers spend in the environment.

A

Field experiments

43
Q

(as described in Chapter 8) can be extended to include the physical evidence in the environment.

A

Blueprinting or flowcharting

44
Q

CONCLUSION

The _____________ plays a major part in shaping customers’ perception of a firm’s image and positioning. As service quality is often difficult to assess, customers frequently use the service environment as an important quality signal.

A

service environment

45
Q

CONCLUSION

A well-___________service environment makes customers feel good and boosts their satisfaction and allows the firm to influence their behavior (e.g., adhering to the service script and impulse purchasing) while enhancing the productivity of the service operation.

A

designed

46
Q

The presence of ______ can strongly impact mood, feelings, and evaluations, and even purchase intentions and in-store behaviors.

A

scent

47
Q

The presence of ______ can strongly impact mood, feelings, and evaluations, and even purchase intentions and in-store behaviors.

A

scent

48
Q

Effective spatial layout and _______________ are important for the efficiency of the service operation and the enhancement of its user- friendliness

Uncomfortable chairs in a lecture theater make it harder for students to concentrate

A

Functionality

FINALS SERVICE MARKETING (8 decks)

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