CHAPTER 10 Flashcards
CRAFTING 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
4 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
A model holds that our feelings are central to
how we respond to different environmental
elements.
Mehrabian–Russell Stimulus–Response.
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.
Russell’s Model of Affect
refer to those
characteristics of the environment that
pertain to our five senses.
Ambient conditions
can have powerful effects on perceptions and behaviors in service settings, even if played at barely audible volumes
Music
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.
The presence of__________can strongly impact
mood, feelings, and evaluations, and even
purchase intentions and in-store behaviors.
Scent
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.
Color
are associated with elated mood states and arousal
but also heightened anxiety (red, orange, and yellow hues).
Warm colors
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.
Cold colors
is the pigment of the color (i.e., the name of the color: red,
orange, yellow, green, blue, or violet).
Hue
is the degree of
lightness or darkness of the color, relative to a scale that extends
from pure black to pure white.
Value
refers to hue intensity,
saturation, or brilliance; high chroma colors have a high intensity
of pigmentation and are perceived as rich and vivid, whereas
low chroma colors are perceived as dull.
Chroma
- creative use of _____ can
bring an interior to life.
*The interaction of light and shadow can
sculpt, expand, scale, highlight, silhouette,
sparkle,and most importantly can move
merchandise.
Lighting
refers to the floor plan, size and
shape of furnishings, counters, and potential
machinery and equipment, and how they are
arranged.
Spatial layout
refers to the ability of those items to
facilitate the performance of service transactions.
Functionality
The term ____________ is used to capture
the importance of the physical image of service
personnel who serve customers directly.
“aesthetic labor”
5 TOOLS TO DETERMINE HOW CUSTOMERS USE
SERVICESCAPES (KP,FFB)
Keen observation
Feedback and ideas from frontline staff and customers
Photo audit
Field experiments
Blueprinting or flowcharting
