Service blueprinting and servicescape Flashcards
What is Provider Gap 2?
The difference between company understanding of customer expectations and development of customer-driven service designs and standards.
What are factors that lead to Provider Gap 2?
- Poor service design
- Unsystematic new service development process
- Vague, undefined service designs
- Absence of customer-driven standards
- Absence of process management focusing on customer requirements
- Absence of formal process for setting quality goods
- Inappropriate physical evidence and servicescape
- Failure to develop tangibles in line with customer servicescape and self-service equipment
What is service blueprinting?
A tool for simultaneously depicting the service process, the points of customer contact, and the evidence of service from the customer’s point of view.
What is the purpose of service environments?
- Shaping customers’ service experiences and behaviors
- Signaling quality and position
- Differentiating and strengthening the brand
- Core component of the value proposition
- Facilitating the service encounter and enhancing productivity
What are the types of servicescapes?
- Self-service
- Remote
- Interpersonal
Define self-service servicescape.
The environment in which the customer performs most activities and few, if any, employees are involved.
Define remote servicescape.
Little or no customer involvement with the servicescape; employee-only servicescape.
Define interpersonal servicescape.
Represents situations involving both customers and employees, placed between self-service and remote.
What are the strategic roles of the servicescape?
- Package
- Facilitator
- Socializer
- Differentiator
What is the effect of environmental stimuli on behaviors?
Causes responses in behaviors such as approach or avoidance and cognitive processes including perception of quality and satisfaction.
What does the servicescape framework help to understand?
Physical environment and user relationships in service organizations by looking at employee and customer responses in comparison to perceived servicescape.
What are the environmental dimensions of the servicescape related to spatial layout?
- Floor plan
- Size and shape of furnishings
- Arrangement of counters and potential machinery and equipment
What does functionality refer to in the context of servicescape?
The ability of items to facilitate the performance of service transactions.
What are explicit signals in the servicescape?
- Labels to indicate department names
- Directions for entrance, exit, lifts, and bathrooms
- Communicating service scripts
- Reminders about behavioral rules
Good signage can cause advantages such as:
- Attracting and exciting curiosity with customers
- Improving quality of service
- Increasing customer satisfaction
- Providing confidence and reassurance when following the signs
What is the impact of the servicescape on internal responses?
- Beliefs about a place
- Beliefs about the people and products found in that place
How does the servicescape environment elicit emotional responses?
By affecting how people feel about their surroundings.
What physiological effects can the servicescape have?
It can affect people in physiological ways, such as loud noise causing discomfort.
What are individual behaviors in the servicescape?
- Approach behavior: desire to stay, explore, work, affiliate
- Avoidance behavior: opposite of approach behavior
How can social interactions be affected in the servicescape?
They can affect the nature of social interaction in terms of duration and actual progression of events.
