Please enable JavaScript.
Coggle requires JavaScript to display documents.
SVCM-C10-Service Environment (Russell's Model of Affect (helps…
SVCM-C10-Service Environment
definition
service envt or servicescapes, relate to the style and appearance of the physical surroundings and other experential elements encountered by customers at service delivery sites.
4 core purposes
shape customers experience and behaviour
message-creating medium- symbolic cues comm the nature and quality of the service experience
attention-creating medium- to make the envt stand out from competitors and attract customers
effect-creating medium- employing colours, sounds, textures, scents and spatial design to enhance the experience and heighten appetite for a good, service or experience
convey the planned image of the firm
and support positioning
and differentiation strategy
envt affect the perceived quality
of the firm's service
forms part of the
value proposition
Las Vegas strip where hotels transform into visually striking centres that feature volcanoes, mock sea battles and reproductions of Paris, Pyramids.
facilitate the service encounter
and enhance service quality
and productivity
reduce service failure, use outlines to show where to put something back, tray-return stands and notices on walls
Mehrabian-Russell
Stimulus-Response Model
feelings are central to how we respond to envt stimuli
feel pleasure or displeasure- whether you like or dislike the environment and then this feeling drives behaviour (approach or avoidance)
Russell's Model of Affect
helps understand feelings in service envt and suggest emotional responses can be described as pleasure and arousal
Pleasure- direct, subjective response to the environment, depending on how much you like or dislike the envt
Arousal- how stimulated you feel, ranging from deep sleep to adrenaline, depends on information rate or load- when complex, include motion or change and have novel elements= stimulating
Distressing = High Arousal + Unpleasant
Exciting= High Arousal + Pleasant
Relaxing = Sleepy + Pleasant
Boring = Sleepy + Unpleasant
Integrated Servicescape Model
Environmental dimension = Ambient conditions + Space/Function + Signs/Symbols & Artefacts
Moderators of perceived servicescape = the same envt will have different effects on people (customers and employees)
Internal responses = Cognitive (Beliefs, Categorisation, Symbolic Meaning) + Emotional (Moods, Attitudes, Feelings) + Psychological (Pain, Comfort, Movement, Physical Fit)
Behaviour = Approach (Affiliation, Exploration, Stay Longer, Satisfaction, Spend more $) OR Avoidance (opposite of approach)