CHAPTER 10 Flashcards
shaping the service experience and enhancing customer satisfaction, especially in high-contact people-processing services.
PHYSICAL SERVICE ENVIRONMENT
is an art that involves a lot of time and effort and it can be expensive to implement.
DESIGNING THE SERVICE ENVIRONMENT
SERVICE ENVIRONMENTS: also called
SERVICESCAPES
Relate to the style and appearance of the physical surroundings and other experiential elements encountered by customers at service delivery sites.
SERVICE ENVIRONMENTS
PURPOSE OF SERVICE ENVIRONMENTS
- SHAPE CUSTOMERS’ EXPERIENCES AND BEHAVIORS
- SIGNAL QUALITY, AND POSITION, DIFFERENTIATE AND STRENGTHEN THE BRAND
- CORE COMPONENT OF THE VALUE PROPOSITION
- FACILITATE THE SERVICE ENCOUNTER AND ENHANCE PRODUCTIVITY
studies how people respond to particular environments.
ENVIRONMENTAL PYSCHOLOGY
key driver of customer responses to service environments.
FEELINGS
2 IMPORTANT MODELS
- MEHRABIAN-RUSSELL STIMULUS-RESPONSE
- RUSSELL’S MODEL OF AFFECT
:Holds that effect can be modeled with the two interacting dimensions of pleasure and arousal.
RUSSELL’S MODEL OF AFFECT
:Holds that our feelings are central to how we respond to different environmental elements.
MEHRABIAN-RUSSELL STIMULUS-RESPONSE
is a direct, subjective response to the
environment, depending on how much an
individual likes or dislikes the environment.
PLEASURE
Refers to how stimulated the individual feels,
AROUSAL
DIMENSIONS OF THE SERVICE ENVIRONMENT
- AMBIENT CONDITIONS
- SPATIAL LAYOUT AND FUNCTIONALITY
- SIGNS, SYMBOLS, AND ARTIFACTS
refer to those characteristics of the environment that pertain to our five senses.
AMBIENT CONDITIONS
THE EFFECT OF AMBIENT CONDITIONS
MUSIC
SCENT
COLOR
LIGHTING
have powerful effects on perceptions and behaviors in service settings, even if played at barely audible volumes.
MUSIC
pervading an environment may or may not be consciously perceived by customers and may not be related to any particular product.
SCENT
:can strongly impact mood, feelings, and evaluations and even purchase intentions and in-store behaviors.
SCENT
pervades every aspect of our lives, embellishes the ordinary, and gives beauty and drama to everyday objects.
COLOR
are associated with elated mood states and arousal but also heightened anxiety.
WARM COLORS
reduce arousal levels and could elicit emotions such as peacefulness, calmness, love, and happiness.
COLD COLORS
pigment of the color
HUE
degree of lightness or darkness of the color
VALUE
refers to hue intensity, saturation or brilliance.
CHROMA
creative use of this can bring an interior to life.
LIGHTING
refers to the floor plan, size and shape of furnishing, how they are arranged.
SPATIAL LAYOUT
refers to the ability of those items to facilitate the performance of service transactions.
FUNCTIONALITY
help customers to draw meaning from the environment and guide them through the service process.
SIGNS, SYMBOLS, AND ARTIFACTS
is used to capture the importance of the physical image of the service personnel who serve customers directly.
AESTHETIC LABOR
DESIGNING AN EFFECTIVE SERVICESCAPE
- DESIGN WITH A HOLISTIC VIEW
- DESIGN FROM A CUSTOMER’S PERSPECTIVE
no dimension of the design can be optimized in isolation.
DESIGN WITH A HOLISTIC VIEW
built with an emphasis on esthetic values, should be designed to support customers in attaining their consumption goals by making the design intuitive.
DESIGN FROM A CUSTOMER’S PERSPECTIVE
TOOLS TO DETERMINE HOW CUSTOMERS USE SERVICESCAPES
- KEEN OBSERVATION:
- FEEDBACK AND IDEAS FROM FRONTLINE STAFF AND CUSTOMERS:
- PHOTO AUDIT
- FIELD EXPERIMENTS
- BLUEPRINTING OR FLOWCHARTING:
makes customers feel good and boost their satisfaction and allows the firm to influence their behavior.
A WELL DESIGNED SERVICE ENVIRONMENT
