文档介绍：Chapter 10:
Crafting the Service
Environment
祛痘
Overview of Chapter 10
What Is the Purpose of Service Environments?
Understanding Consumer Responses to Service Environments
Dimensions of the Service Environment
Putting It All Together
What Is the Purpose of Service Environments?
Purpose of Service Environments
Helps firm to create distinctive image and unique positioning
Service environment affects buyer behavior in three ways:
Message-creating medium: Symbolic cues to communicate the distinctive nature and quality of the service experience
Attention-creating medium: Make servicescape stand out from competition and attract customers from target segments
Effect-creating medium: Use colors, textures, sounds, scents and spatial design to enhance desired service experience
Comparison of Hotel Lobbies (Fig )
Four Seasons Hotel, New York
Orbit Hotel and Hostel, Los Angeles
Each servicescape clearly communicates and reinforces its hotel’s respective positioning and sets service expectations as guests arrive
Physical surroundings help shape appropriate feelings and reactions in customers and employees
For example: Disneyland, Denmark’s Legoland
Servicescapes form a core part of the value proposition
For example: Club Med, Las Vegas, Florida-based Muvico
Las Vegas: Repositioned itself to a somewhat more wholesome fun resort, visually striking entertainment center
Florida-based Muvico: Builds extravagant movie theatres and offers plush amenities. “What sets you apart is how you package it..” (Muvico’s CEO, Hamid Hashemi)
The power of servicescapes is being discovered
Servicescape as Part of Value Proposition
Understanding Consumer Responses to Service Environments
The Mehrabian-Russell Stimulus-Response Model (Fig )
Response/ Behavior:
Approach Avoidance and Cognitive Processes
Environmental Stimuli and Cognitive Processes
Dimensions of Affect:
Pleasure and Arousal
Feelings Are a Key Driver of Customer Responses to Service