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L7. Crafting the Service Environment (Service Environment = Servicescape…
L7. Crafting the Service Environment
Service Environment = Servicescape
The
style and appearance of the physical surroundings
and other experiential elements encountered by customers
at service delivery sites
.
Crucial
proxy
for quality perception
Can be used to
convey
to people what to expect, what to do and what to feel
Servicescape can help employee to do their job better
Purpose of Service Environment
Shape customers' experience and their behaviour
- Physical surrounding help to engineer appropriate feeling & reactions in customers & employees. which in turn can help to build loyalty to the firm.
-- Message-creating medium
-- Attention-creating medium
-- Effect-creating medium
For image, positioning and differentiation
-- Services are often hard to measure due to intangibility, therefore servicescape is used as a
proxy to measure service quality
Part of the value proposition
-- Physical surrounding help shape appropriate feelings and reaction in customers and employee
-- Servicescape forms a core part of the value proposition
Facilitate service encounter and enhance productivity
-- Several ways to reduce service failure and support a fast and smooth service delivery process
Understanding consumer responses to service environment
The Mehrabian-Russel Stimulus-Response Model
Feelings
are the key driver in responding to service environment (rather than thoughts and perceptions)
The environment, its conscious and unconscious perceptions and interpretation influence how people feel in that environment
Feel either to "
Approach
" or "
Avoidance
" of an environment
"Broken Window Effect" - one small negative thing will lead to customer feeling another and may stimulate negative feelings
The Russell Model of Affect
Emotional responses to environment can be described along two main dimensions:
Pleasure - Pleasant or Unpleasant
Arousal - Exciting or Boring
Allow direct assessment on how customer feel ; firms can set target for affective states
Driver of Affect
Affect
can be cause by
perceptions or cognitive processes of any degree of complexity
The more complex the cognitive process becomes, the more powerful its potential impact on affect
Simple processes determine how people feel in a service setting
If higher levels of cognitive processes are set off, the interpretation of this process determines people's feelings
Behavioral consequences of Affect
Pleasant environment - Approach
Unpleasant environment - Avoidance
Pleasant environment + Increase arousal = Excitement +ve.
Unpleasant environment + Increase arousal = Distressed -ve.