Chapter 10 Enum and ID Flashcards
also called servicescapes
relate to the style and
appearance of the physical surroundings
Service environments
studies how people respond to particular environments.
Environmental psychology
A model holds that our feelings are central to how we respond to different environmental
elements.
Mehrabian–Russell Stimulus–Response
Holds that affect can be modeled with the two
interacting dimensions of pleasure and arousal,
Russell’s Model of Affect
is a direct, subjective response to the environment
Pleasure
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,
Arousal
is the next important ambient
dimension. Environment may or may not be consciously perceived by customers
Scent
can have powerful effects on perceptions and behaviors in service settings, even if played at barely audible volumes
Music
refer to those
characteristics of the environment that
pertain to our five senses.
sound or noise, temperature, light, music, odor or smell, and even air quality
Ambient conditions
can have strong effects on people’s feelings. It pervades
every aspect of our lives
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
6 Effects of Ambient Conditions
- Music
- Scent
- Color
- Warm colors
- Cold colors
- Lighting
is the pigment of the color
Hue
is the degree of
lightness or darkness of the color,
Value
creative use of ________ can
bring an interior to life.
Lighting
refers to hue intensity,
saturation, or brilliance
Chroma
3 dimension of Munsell System
- Hue
- Value
- Chroma
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
is used to capture
the importance of the physical image of service personnel who serve customers directly.
“aesthetic labor”
help customers to draw meaning from the environment and guide them through the service process.
Signs, Symbols, and Artifacts
is a method of asking customers to take photographs of their service experience.
Photo audit
which can be used to manipulate specific dimensions in an environment so that the effects can be observed.
Field experiments
of customers’ behavior and responses to the service environment by management, supervisors, branch managers, and frontline staff
Keen observation
5 Tools to determine how customers use servicescapes
1.Keen observation
2.Feedback and ideas from frontline staff and customers
3. Photo audit
4. Field experiments
5. Blueprinting or Flowcharting
3 Dimension of Service Environment
- Ambient conditions
- Spatial layout and Functionality
- Signs, Symbols and Artifacts
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
ENVIRONMENTAL ASPECTS THAT IRRITATE
SHOPPERS
Ambient Conditions
1. Store is not clean
2. Too hot inside the store
3. Music inside the store is too loud
Environmental Design Variables
1. No mirror in the dressing room
2. Unable to find what needs
3. Directions within the store are inadequate
4. Store is too small
can be extended to include the
physical evidence in the environment.
Blueprinting or flowcharting
