Part Ch. 10 The Physical and Virtual Servicescape Flashcards
Physical Evidence:
Tangible that customers use to assess a service (e.g., facilities, appearance of personnel).
Virtual Evidence
Digital or online cues that contribute to customer evaluation (e.g., website design, online reviews, social media presence).
Physical/virtual evidence
the environment in which the service is delivered and in which the firm and the customer interact
Physical and Virtual Evidence: Implications
- Behavioral Impact: Focuses on how the surroundings affect behavior and communication during service.
- Stimulus and Reaction: Sees it as things that cause specific reactions from customers.
- has the possibility of adding virtual reality or augmented reality.
Impact of Physical Evidence on Customer Experience:
- Flow of Experience:
The tangible aspects shape how customers move through the service encounter. - Meaning Attached:
The way physical evidence is perceived can influence how customers understand and value the overall service - Satisfaction Levels:
The environment influences customer satisfaction - Emotional Connections:
Tangible cues can evoke emotional responses and connections with the service provider.
Clue Management
- The process of clearly identifying and managing all the various clues that customers use to form their impressions and feelings about the company.
- It’s a design activity that aimed at manipulating physical evidence
- Example: Ensuring that the layout, colors, and signage in a retail store convey a consistent and positive brand image to customers.
Strategic Roles of the Servicescape
- The servicescap = the physical environment in which a service is delivered
- key element in positioning a service organization within the market
- A high-end spa creating a luxurious and serene environment
Roles of the servicescape
- Package
- Facilitator
- Socializer
- Differentiator
Roles of the servicescape - Package
Conveys expectations and influences perceptions.
- Example: A well-designed storefront of a restaurant sets expectations for a positive dining experience.
Facilitator Role of Servicescape
- Purpose: Facilitates the flow of the service delivery process.
- Functions:
- Provides information (guidance on how to act).
- Facilitates the ordering process (clarifies the process for customers).
- Facilitates service delivery (make the process of delivering the service smoother and more effective).
Socializer Role of Servicescape:
Facilitates interaction between customers and employees, as well as customers and fellow customers.
Differentiator (Servicescape):
- Elements that distinguish a service provider from competitors in the consumer’s mind.
Stimulus-Organism-Response (SOR) Model:
- the relationships between the environment (stimulus), individuals (organism), and their behavioral responses in service organizations
- how the elements of the servicescape influence customers and employees, impacting their internal reactions and subsequent behaviors.
how customers and employees react to the servicescape (Internal Responses in SOR Model) :
Cognition:
- How individuals perceive and understand the environment.
- The symbolic meaning of objects (semiotics).
Emotion:
- Pleasant or displeasing feelings.
Physiology:
- Physical comfort or discomfort experienced.
- Consideration of ergonomic人类工程学 factors.
Individual behaviour in servicescapes
Stay or Go (Approach or Avoidance):
- The design and cleanliness of the servicescape influence whether customers choose to stay longer or leave.
Commitment:
- The layout and organization of the servicescape impact customer commitment (to explore/buy).
Social interaction in servicescapes 1
Between Customers:
- The physical setting influences how customers interact with each other.
Between Customers and Service Personnel
Variations in Individual Responses:
Cognitive, emotional, and physiological responses to servicescapes differ among customers and employees.
Factors Influencing Variations:
Personality traits, temporary conditions (such as mood), and purposes contribute to individual variations in responses.
Customer Typologies:
- Arousal Seeking: Enjoy high levels of stimulation in the environment.
- Arousal Avoiding: Prefer lower levels of stimulation and may find crowded environments overwhelming.
- Screeners: Not significantly affected by environmental stimuli.
Understanding Individual Differences:
Recognizing that customers have diverse preferences and sensitivities is crucial for designing inclusive and effective servicescapes.
Virtual Servicescape
10.2
IN THE WEB ENVIRONMENT
- Ambient conditions: Music/sound effects, colour schemes and font sizes.
- Spatial layout and functionality: Layout, procedures for signing in or
progressing through the website, search facilities, ease of navigation. - Signs, symbols and artifacts: Photographs, auto-play videos, pop-up advertisements and the general style of the website.
- Social: facilitating social-sharing and interactions.
