Chapter10 CraftingtheServiceEnvironment 汽车防盗器 OverviewofChapter10 WhatIsthePurposeofServiceEnvironments UnderstandingConsumerResponsestoServiceEnvironmentsDimensionsoftheServiceEnvironmentPuttingItAllTogether WhatIsthePurposeofServiceEnvironments PurposeofServiceEnvironments HelpsfirmtocreatedistinctiveimageanduniquepositioningServiceenvironmentaffectsbuyerbehaviorinthreeways Message creatingmedium SymboliccuestocommunicatethedistinctivenatureandqualityoftheserviceexperienceAttention creatingmedium MakeservicescapestandoutfromcompetitionandattractcustomersfromtargetsegmentsEffect creatingmedium Usecolors textures sounds scentsandspatialdesigntoenhancedesiredserviceexperience ComparisonofHotelLobbies Fig10 1 FourSeasonsHotel NewYork OrbitHotelandHostel LosAngeles Eachservicescapeclearlycommunicatesandreinforcesitshotel srespectivepositioningandsetsserviceexpectationsasguestsarrive PhysicalsurroundingshelpshapeappropriatefeelingsandreactionsincustomersandemployeesForexample Disneyland Denmark sLegolandServicescapesformacorepartofthevaluepropositionForexample ClubMed LasVegas Florida basedMuvicoLasVegas Repositioneditselftoasomewhatmorewholesomefunresort visuallystrikingentertainmentcenterFlorida basedMuvico Buildsextravagantmovietheatresandoffersplushamenities Whatsetsyouapartishowyoupackageit Muvico sCEO HamidHashemi Thepowerofservicescapesisbeingdiscovered ServicescapeasPartofValueProposition UnderstandingConsumerResponsestoServiceEnvironments TheMehrabian RussellStimulus ResponseModel Fig10 2 Response Behavior ApproachAvoidanceandCognitiveProcesses EnvironmentalStimuliandCognitiveProcesses DimensionsofAffect PleasureandArousal FeelingsAreaKeyDriverofCustomerResponsestoServiceEnvironments InsightsfromMehrabian RussellStimulus ResponseModel SimpleyetfundamentalmodelofhowpeoplerespondtoenvironmentsTheenvironment itsconsciousandunconsciousperceptions andinterpretationinfluencehowpeoplefeelinthatenvironmentFeelings ratherthanperceptions thoughtsdrivebehaviorTypicaloutcomevariableis approach or avoidance ofanenvironment butotherpossibleoutcomescanbeaddedtomodel TheRussellModelofAffectFig10 3 InsightsfromRussellModelofAffect Emotionalresponsestoenvironmentscanbedescribedalongtwomaindimensions Pleasure Direct subjective dependingonhowmuchindividuallikesordislikesenvironmentArousal Howstimulatedindividualfeels dependslargelyoninformationrateorloadofanenvironmentRussellseparatedcognitivepartofemotionsfromthesetwoemotionaldimensionsAdvantage simplicity allowsadirectassessmentofhowcustomersfeelFirmscansettargetsforaffectivestates DriversofAffect AffectcanbecausedbyperceptionsandcognitiveprocessesofanydegreeofcomplexityIt sthesimplecognitiveprocessesthatdeterminehowpeoplefeelinaservicesettingIfhigherlevelsofcognitiveprocessesaretriggered theinterpretationofthisprocessdeterminespeople sfeelingsThemorecomplexacognitiveprocessbecomes themorepowerfulitspotentialimpactonaffect However mostserviceencountersareroutineandsimpleprocessescandetermineaffect BehavioralConsequenceofAffect Pleasantenvironmentsresultinapproach whereasunpleasantonesresultinavoidanceArousalamplifiesthebasiceffectofpleasureonbehaviorIfenvironmentispleasant increasingarousalcangenerateexcitement leadingtoastrongerpositiveconsumerresponseIfenvironmentisunpleasant increasingarousallevelwillmovecustomersintothe distressed regionFeelingsduringserviceencountersareanimportantdriverofcustomerloyalty AmbientConditionsSpace FunctionSigns Symbols andArtifacts AnIntegrativeFramework Bitner sServicescapeModel Fig10 4 ENVIRONMENTALDIMENSIONS HOLISTICENVIRONMENT MODERATORS INTERNALRESPONSES BEHAVIOR Source MaryJ Bitner Servicescapes TheImpactofPhysicalSurroundingsonCustomersandEmployees JournalofMarketing56 April1992 pp 57 71 PerceivedServicescape CustomerResponseModerator CustomerResponses CognitiveEmotionalPsychological ApproachAttractionStay ExploreSpendMore SatisfactionAvoid oppositeofapproach SocialInteractionBetweenCustomersandEmployees AnIntegrativeFramework Bitner sServicescapeModel 2 IdentifiesthemaindimensionsinaserviceenvironmentandviewsthemholisticallyInternalcustomerandemployeeresponsescanbecategorizedintocognitive emotional andpsychologicalresponses whichleadtoovertbehavioralresponsestowardstheenvironmentKeytoeffectivedesignishowwelleachindividualdimensionfitstogetherwitheverythingelse DimensionsoftheServiceEnvironment MainDimensionsinServicescapeModel AmbientConditionsCharacteristicsofenvironmentpertainingtoourfivesensesSpatialLayoutandFunctionalitySpatiallayout FloorplanSizeandshapeoffurnishings counters machinery equipment andhowtheyarearrangedFunctionality AbilityofthoseitemstofacilitateperformanceSigns Symbols andArtifactsExplicitorimplicitsignalsto Communicatefirm simageHelpconsumersfindtheirwayConveyrulesofbehavior ImpactofAmbientConditions AmbientenvironmentiscomposedofhundredsofdesignelementsanddetailsthatmustworktogethertocreatedesiredserviceenvironmentAmbientconditionsareperceivedbothseparatelyandholistically andinclude Lightingandcolorscheme