Lecture 4 - Servicescapes

Question 1

What are service environments?

Answer 1

the physical, social, socially symbolic, and natural stimuli that may be contained in a servicescape and that may enhance or constrain employee and customer approach/avoidance decisions and social interaction behaviors”
(Rosenbaum and Massiah, 2011, p. 474)

Question 2

What does the stimulus-organism-response model suggest?

Answer 2

This model suggests that your environment stimuli such as colour, artefacts, lighting etc all influence your emotional state

Question 3

What are the 3 emotional states?

Answer 3

These emotions are then interpreted and can be interpreted in how employees and consumers behave. Leads to emotions of:

1) Pleasure
2) Arousal
3) Dominance

Question 4

What does your emotional state go on to effect?

Answer 4

• All this influences you approach or avoidance behaviour
• How likely you are to stay or leave an environment
• Ideally service firms should utilise physical evidence to build environments that appeal to pleasure and arousal states, and stay away from creating submissiveness

Question 5

What are drivers of affect? (Organism)

Answer 5

The environmental stimuli are drivers of affect caused by perceptions and cognitive processes

• Determines how people feel in a service setting
• The more complex a cognitive process becomes, the more powerful its potential impact on affect

Question 6

What does the term ‘service scape’ refer to?

Answer 6

The use of physical evidence to design service environments (Hoffman et al 2009)

Question 7

Who created the servicecape model and when?

Answer 7

Bitner 1992

Question 8

What makes up the environmental dimensions within the servicescape model?

Answer 8

• Ambient conditions
• Space/function
• Signs,symbols and artefacts

Question 9

What are ambient conditions?

Answer 9

• Lighting
• Air quality
• Noise and music
• Temperature
• Scents

Question 10

What is meant by space & function?

Answer 10

• Layout of the facility
• Equipment
• Furnishings

Question 11

What is meant by signs symbols and artefacts?

Answer 11

Signage that directs the flow of the service process, personal artefacts and the style of decor

Question 12

What are the three internal responses to the emotions?

Answer 12

1) Cognitive - Beliefs, categorisation, symbolic meaning
2) Emotional responses - Mood, Attitude
3) Physiological responses- Pain, comfort, ambient conditions

Question 13

What are the four ways consumers approach or avoidance behaviours can be demonstrated according to GHOSH 1994?

Answer 13

1) A desire to stay (approach) or leave (avoid) the service establishment
2) A desire to further explore and interact with the service environment (approach) or a tendency to ignore it (avoidance)
3) A desire to communicate with others (approach) or to ignore the attempts of service providers to communicate with customers (avoid)
4) Feelings of satisfaction (approach) or disappointment (avoidance) with the service experience

Question 14

What is an E-service scape?

Answer 14

Focuses on the online operators ability to manipulate visual nd auditory cues to influence shopper responses

• Dominance plays more of a role with control over what you see, what u listen to and how you view your products online
• Lacks key tactile and olfactory cues that exist in an offline environment
• Sites stimulate the flow experience by targeting content at particular user groups and incorporating a depth of sensory information marked with interactivity (William & Dargel, 2004)

Question 15

What are the tools to guide servicescape design?

Answer 15

• Keen observation of customers behaviour and responses
• Feedback and ideas from frontline staff and customers
• Photo audit e.g mystery shopper to take photographs of the service experience

Question 16

What are the 5 strategic roles of service environments?

Answer 16

1) Shape customers experience and their behaviours e.g use colours, textures, sounds, scents, and spatial design to enhance desired service experience

2)Support image, postion and differentiation- (Packaging)
Differentiating the firm from its competitors

3) Part of the value proposition (value co-creation) - Physical surroundings help shape appropriate feelings and reactions in customers and employees e.g Disneyland

4) Socialising employees and customers Studies have shown that the use of uniforms:
- Aids in identifying the firm’s personnel
- Presents a physical symbol that embodies the group’s ideals and attributes etc

4)Facilitating the flow of the service delivery process (Process) - Provides info e.g how to act and how things work

Question 17

What is meant by Dramaturgical approaches?

Answer 17

Theatre as a metaphor

- Treating service production/ consumptions as theatre including role playing, scripts, a stage and costumes

Question 18

What is the experienscape?

Answer 18

the sensory, functional, social, natural, and cultural stimuli in a product or service environment, surmounted with a culture of hospitality, all of which accrue to an experience for consumers, employees, and other stakeholders and result in positive or negative cognitive, affective, and behavioral reactions toward products, services, brands, and firms (Pizam and Tasci, 2019, p.34)

Question 19

What are the compentents of experience scape?

Answer 19

• Sensory (bitner)
• Functional (Bitner)
• CULTURAL
• Hospitality culture
• Social (C2C Experiences) e.g the level of the crowd, the type of crowd
• Natural e.g. outside landscape, natural attractiveness

Question 20

What are cognitive responses?

Answer 20

• The thought processes of individuals, including beliefs, categorisation and symbolic meaning
• The firms environment acts as a form of non- verbal communication and influencers the consumers belief about the ability to perform a service
• May posses physical expensive items to show their successes etc

Question 21

What are emotional responses

Answer 21

E.g specific songs may make an individual feel different emotions as well as certain scents

Question 22

What is a psychological response?

Answer 22

• Physical pain or pleasure
• Loud music may result in employee and customer discomfort
  Brightly lit environments may cause discomfort

Question 23

How do firms use colour to influence their customers?

Answer 23

• E.g red colours provoke feeling of love and romance and behaviour such as passion
• Orange emoes feelings of openness and friendliness

Question 24

How do firms use lighting to influence their customers?

Answer 24

Lighting can set the mood, tone and pace of the service encounter
- Consumers feel special when the lighting is inviting and warm

Question 25

What is the quote from Gulus 1995 about creating a successful retail atmosphere?

Answer 25

‘Millions of dollars are spent by retailers each year on special lighting, background music, carpeting and fixtures, all with the hope of creating an atmosphere that is conducive to retail success’ (Gulus and Bloch, 1995, p.95)

Question 26

What are the 3 controllable aspects of the service scape referred to as?

Answer 26

global configuration of the Servicescape