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Chapter10:CraftingtheServiceEnvironmentOverviewofChapter10WhatIsthePurposeofServiceEnvironments?UnderstandingConsumerResponsestoServiceEnvironmentsDimensionsoftheServiceEnvironmentPuttingItAllTogetherWhatIsthePurposeofServiceEnvironments?PurposeofServiceEnvironmentsHelpsfirmtocreatedistinctiveimageanduniquepositioningServiceenvironmentaffectsbuyerbehaviorinthreeways: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)ThepowerofservicescapesisbeingdiscoveredServicescapeasPartofValuePropositionUnderstandingConsumerResponsestoServiceEnvironmentsTheMehrabian-Russell

Stimulus-ResponseModel(Fig10.2)Response/Behavior:ApproachAvoidanceandCognitiveProcessesEnvironmentalStimuliandCognitiveProcessesDimensionsofAffect:PleasureandArousalFeelingsAreaKeyDriverofCustomerResponsestoServiceEnvironmentsInsightsfromMehrabian-Russell

Stimulus-ResponseModelSimpleyetfundamentalmodelofhowpeoplerespondtoenvironmentsTheenvironment,itsconsciousandunconsciousperceptions,andinterpretationinfluencehowpeoplefeelinthatenvironmentFeelings,ratherthanperceptions/thoughtsdrivebehaviorTypicaloutcomevariableis“approach”or“avoidance”ofanenvironment,butotherpossibleoutcomescanbeaddedtomodelTheRussellModelofAffect

Fig10.3

ArousingPleasant

SleepyUnpleasantExcitingRelaxingBoringDistressingInsightsfromRussellModelofAffectEmotionalresponsestoenvironmentscanbedescribedalongtwomaindimensions:Pleasure:Direct,subjective,dependingonhowmuchindividuallikesordislikesenvironmentArousal:Howstimulatedindividualfeels,dependslargelyoninformationrateorloadofanenvironmentRussellseparatedcognitivepartofemotionsfromthesetwoemotionaldimensionsAdvantage:simplicity,allowsadirectassessmentofhowcustomersfeelFirmscansettargetsforaffectivestates

DriversofAffectAffectcanbecausedbyperceptionsandcognitiveprocessesofanydegreeofcomplexityIt’sthesimplecognitiveprocessesthatdeterminehowpeoplefeelinaservicesettingIfhigherlevelsofcognitiveprocessesaretriggered,theinterpretationofthisprocessdeterminespeople’sfeelingsThemore

complexacognitiveprocessbecomes,themorepowerfulitspotentialimpactonaffect.However,mostserviceencountersareroutineandsimpleprocessescandetermineaffect.BehavioralConsequenceofAffectPleasantenvironmentsresultinapproach,whereasunpleasantonesresultinavoidanceArousalamplifiesthebasiceffectofpleasureonbehaviorIfenvironmentispleasant,increasingarousalcangenerateexcitement,leadingtoastrongerpositiveconsumerresponseIfenvironmentisunpleasant,increasingarousallevelwillmovecustomersintothe“distressed”regionFeelingsduringserviceencountersareanimportantdriverofcustomerloyaltyAmbientConditionsSpace/FunctionSigns,Symbols,andArtifactsCognitiveEmotionalPsychologicalAnIntegrativeFramework:

Bitner’sServicescapeModel(Fig10.4)ENVIRONMENTALDIMENSIONSHOLISTICENVIRONMENTMODERATORSINTERNALRESPONSESBEHAVIORSource:MaryJ.Bitner,“Servicescapes:TheImpactofPhysicalSurroundingsonCustomersandEmployees,”JournalofMarketing56(April1992),pp.57-71.PerceivedServicescapeEmployeeResponseModeratorCustomerResponseModerator

EmployeeResponses

CustomerResponsesCognitiveEmotionalPsychologicalApproachAffiliationExplorationStaylongerSatisfactionAvoid(oppositeofapproach)ApproachAttractionStay/ExploreSpendMore$$$SatisfactionAvoid(oppositeofapproach)SocialInteractionBetweenCustomersandEmployeesAnIntegrativeFramework:

Bitner’sServicescapeModel(2)IdentifiesthemaindimensionsinaserviceenvironmentandviewsthemholisticallyInternalcustomerandemployeeresponsescanbecategorizedintocognitive,emotional,andpsychologicalresponses,whichleadtoovertbehavioralresponsestowardstheenvironmentKeytoeffectivedesignishowwelleachindividualdimensionfitstogetherwitheverythingelseDimensionsoftheServiceEnvironmentMainDimensionsin

ServicescapeModelAmbientConditionsCharacteristicsofenvironmentpertainingtoourfivesensesSpatialLayoutandFunctionalitySpatiallayout:FloorplanSizeandshapeoffurnishings,counters,machinery,equipment,andhowtheyarearrangedFunctionality:AbilityofthoseitemstofacilitateperformanceSigns,Symbols,andArtifactsExplicitorimplicitsignalsto:Communicatefirm’simageHelpconsumersfindtheirwayConveyrulesofbehaviorImpactofAmbientConditionsAmbientenvironmentiscomposedofhundredsofdesignelementsanddetailsthatmustworktogethertocreatedesiredserviceenvironmentAmbientconditionsareperceivedbothseparatelyandholistically,andinclude:LightingandcolorschemesSizeandshapeperceptionsSoundssuchasnoiseandmusicTemperatureScentsCleverdesignoftheseconditionscanelicitdesiredbehavioralresponsesamongconsumers

ImpactofMusicInservicesettings,musiccanhaveapowerfuleffectonperceptionsandbehaviors,evenifplayedatbarelyaudiblelevelsStructuralcharacteristicsofmusic―suchastempo,volume,andharmony―areperceivedholisticallyFasttempomusicandhighvolumemusicincreasearousallevelsPeopletendtoadjusttheirpace,eithervoluntarilyorinvoluntarily,tomatchtempoofmusicCarefulselectionofmusiccandeterwrongtypeofcustomersImpactofMusiconRestaurantDinersRestaurantPatronBehaviorFast-beatMusicEnvironment

Slow-beatMusicEnvironment

DifferencebetweenSlow-andFast-beatEnvironments

AbsoluteDifference%DifferenceConsumertimespentattable45min56min+11min+24%Spendingonfood$55.12$55.81+$0.69+1%Spendingonbeverages$21.62$30.47+$8.85+41%Totalspending$76.74$86.28+$9.54+12%Estimatedgrossmargin$48.62$55.82+$7.20+15%Source:RonaldE.Milliman(1982),“UsingBackgroundMusictoAffecttheBehaviorofSupermarketShoppers,”JournalOfMarketing,56(3):pp.86–91Imp坑act諷of顏Sc谷entAna燭mbie厚nts廢mell紡is捕one即that召per魚vade餐san熄env峽iron少mentMay鳴or挽ma庭yn戶ot勢(shì)be陪con雞sci翼ous瀉ly優(yōu)per映cei斜ved飼by訓(xùn)cu喂sto翻mer苦sNot粥re誼lat田ed臺(tái)to胡any說pa盾rti廊cul頌ar絕pro賤duc暴tScen饑tsh艇ave收dist儀inct駕cha報(bào)ract蚊eris購(gòu)tics昆and段can玻be霞used繪to峽soli庭cit襯emot賞iona怎l,p桃hysi廉olog漠ical朵,an抖dbe旱havi叢oral斧res乖pons漠esIn抗ser耀vic標(biāo)es兼ett瘋ing洲s,眾res用ear滔ch恒has叼sh討own荒th辨at碧sce贈(zèng)nts駕ca蝴nh用ave呆si膚gni泰fic曉ant應(yīng)ef膀fec密to菠nc良ust倦ome擋rp次erc技ept像ion寺s,千att宴itu雙des工,a捷nd析beh答avi嶄orsEffe葬cts艦ofS另cent狐son輩Per沒cept換ions讓of為Sto藝reE朽nvir吳onme柴nts芽(1)Evaluation

UnscentedEnvironmentMeanRatingsScentedEnvironmentMeanRatingsDifferenceStoreEvaluationNegative/positive4.655.24+0.59Outdated/modern3.764.72+0.96StoreEnvironment

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