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[Finals] SERVICE MARKETING > CHAPTER 10 > Flashcards

CHAPTER 10 Flashcards

1
Q

shaping the service experience and enhancing customer satisfaction, especially in high-contact people-processing services.

A

PHYSICAL SERVICE ENVIRONMENT

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2
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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3
Q

SERVICE ENVIRONMENTS: also called

A

SERVICESCAPES

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4
Q

Relate to the style and appearance of the physical surroundings and other experiential elements encountered by customers at service delivery sites.

A

SERVICE ENVIRONMENTS

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5
Q

PURPOSE OF SERVICE ENVIRONMENTS

A
  1. SHAPE CUSTOMERS’ EXPERIENCES AND BEHAVIORS
  2. SIGNAL QUALITY, AND POSITION, DIFFERENTIATE AND STRENGTHEN THE BRAND
  3. CORE COMPONENT OF THE VALUE PROPOSITION
  4. FACILITATE THE SERVICE ENCOUNTER AND ENHANCE PRODUCTIVITY
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6
Q

studies how people respond to particular environments.

A

ENVIRONMENTAL PYSCHOLOGY

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7
Q

key driver of customer responses to service environments.

A

FEELINGS

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8
Q

2 IMPORTANT MODELS

A
  1. MEHRABIAN-RUSSELL STIMULUS-RESPONSE
  2. RUSSELL’S MODEL OF AFFECT
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9
Q

:Holds that effect can be modeled with the two interacting dimensions of pleasure and arousal.

A

RUSSELL’S MODEL OF AFFECT

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10
Q

:Holds that our feelings are central to how we respond to different environmental elements.

A

MEHRABIAN-RUSSELL STIMULUS-RESPONSE

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11
Q

direct subjective response to the environment,

A

PLEASURE

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12
Q

Refers to how stimulated the individual feels,

A

AROUSAL

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13
Q

DIMENSIONS OF THE SERVICE ENVIRONMENT

A
  1. AMBIENT CONDITIONS
  2. SPATIAL LAYOUT AND FUNCTIONALITY
  3. SIGNS, SYMBOLS, AND ARTIFACTS
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14
Q

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

A

AMBIENT CONDITIONS

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15
Q

THE EFFECT OF AMBIENT CONDITIONS

A

MUSIC
SCENT
COLOR
LIGHTING

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16
Q

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

A

MUSIC

17
Q

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

A

SCENT

18
Q

:can strongly impact mood, feelings, and evaluations and even purchase intentions and in-store behaviors.

A

SCENT

19
Q

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

A

COLOR

20
Q

are associated with elated mood states and arousal but also heightened anxiety.

A

WARM COLORS

21
Q

reduce arousal levels and could elicit emotions such as peacefulness, calmness, love, and happiness.

A

COLD COLORS

22
Q

pigment of the color

A

HUE

23
Q

degree of lightness or darkness of the color

A

VALUE

24
Q

refers to hue intensity, saturation or brilliance.

A

CHROMA

25
Q

creative use of lighting can bring an interior to life.

A

LIGHTING

26
Q

refers to the floor plan, size and shape of furnishing, how they are arranged.

A

SPATIAL LAYOUT

27
Q

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

A

FUNCTIONALITY

28
Q

help customers to draw meaning from the environment and guide them through the service process.

A

SIGNS, SYMBOLS, AND ARTIFACTS

29
Q

is used to capture the importance of the physical image of the service personnel who serve customers directly.

A

AESTHETIC LABOR

30
Q

DESIGNING AN EFFECTIVE SERVICESCAPE

A
  1. DESIGN WITH A HOLISTIC VIEW
  2. DESIGN FROM A CUSTOMER’S PERSPECTIVE
31
Q

no dimension of the design can be optimized in isolation.

A

DESIGN WITH A HOLISTIC VIEW

32
Q

built with an emphasis on esthetic values, should be designed to support customers in attaining their consumption goals by making the design intuitive.

A

DESIGN FROM A CUSTOMER’S PERSPECTIVE

33
Q

TOOLS TO DETERMINE HOW CUSTOMERS USE SERVICESCAPES

A
  1. KEEN OBSERVATION:
  2. FEEDBACK AND IDEAS FROM FRONTLINE STAFF AND CUSTOMERS:
  3. PHOTO AUDIT
  4. FIELD EXPERIMENTS
  5. BLUEPRINTING OR FLOWCHARTING:
34
Q

makes customers feel good and boost their satisfaction and allows the firm to influence their behavior.

A

A WELL DESIGNED SERVICE ENVIRONMENT

[Finals] SERVICE MARKETING (4 decks)

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