Enumeration from Chapter 10

Question 1

4 PURPOSE OF SERVICE ENVIRONMENTS

Answer 1

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

Question 2

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

Answer 2

1. Mehrabian–Russell Stimulus–Response.
2. Russell’s Model of Affect

Question 3

3 DIMENSIONS OF THE SERVICE ENVIRONMENT

Answer 3

1.Ambient conditions
2. Spatial Layout and Functionality
3.Signs, Symbols, and Artifacts

Question 4

4 Important ambient
dimensions include:

Answer 4

Music, Scent, Color, Lighting

Question 5

The presence of scent can strongly impact (5)

Answer 5

mood, feelings, and evaluations, and even
purchase intentions and in-store behaviors.

Question 6

5 Diff. Colors ?

Answer 6

Warm colors
Cold colors
Hue
Value
Chroma

Question 7

Warm colors 3 example?

Answer 7

(red, orange, and yellow hues).

Question 8

Cold colors reduce arousal levels and could elicit emotions such as
(4)

Answer 8

peacefulness, calmness, love, and happiness.

Question 9

6 Hue colors example?

Answer 9

red,orange, yellow, green, blue, or violet).

Question 10

Signs, Symbols, and Artifacts. They can be used to: (4)

Answer 10

• 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”).

Question 11

ENVIRONMENTAL ASPECTS THAT IRRITATE
SHOPPERS 4 for Ambient Conditions and 4 for Environmental Design Variables

Answer 11

Pakiaral ang illustration

Question 12

5 TOOLS TO DETERMINE HOW CUSTOMERS USE
SERVICESCAPES

Answer 12

1. Keen observation
2. Feedback and ideas from frontline staff and customers
3. Photo audit
4. Field experiments
5. Blueprinting or flowcharting