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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 LightingandcolorschemesSizeandshapeperceptionsSoundssuchasnoiseandmusicTemperatureScentsCleverdesignoftheseconditionscanelicitdesiredbehavioralresponsesamongconsumers ImpactofMusic Inservicesettings musiccanhaveapowerfuleffectonperceptionsandbehaviors evenifplayedatbarelyaudiblelevelsStructuralcharacteristicsofmusic suchastempo volume andharmony areperceivedholisticallyFasttempomusicandhighvolumemusicincreasearousallevelsPeopletendtoadjusttheirpace eithervoluntarilyorinvoluntarily tomatchtempoofmusicCarefulselectionofmusiccandeterwrongtypeofcustomers ImpactofMusiconRestaurantDiners RestaurantPatronBehavior Fast beatMusicEnvironment Slow beatMusicEnvironment DifferencebetweenSlow andFast beatEnvironments AbsoluteDifference Difference Consumertimespentattable 45min 56min 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 91 ImpactofScent AnambientsmellisonethatpervadesanenvironmentMayormaynotbeconsciouslyperceivedbycustomersNotrelatedtoanyparticularproductScentshavedistinctcharacteristicsandcanbeusedtosolicitemotional physiological andbehavioralresponsesInservicesettings researchhasshownthatscentscanhavesignificanteffectoncustomerperceptions attitudes andbehaviors EffectsofScentsonPerceptionsofStoreEnvironments 1 Source EricR Spangenberg AynE Crowley andPamelaW Hendersen 1996 ImprovingtheStoreEnvironment DoOlfactoryCuesAffectEvaluationsandBehaviors JournalOfMarketing April pp 67 80 EffectsofScentsonPerceptionsofStoreEnvironments 2 Source EricR Spangenberg AynE Crowley andPamelaW Hendersen 1996 ImprovingtheStoreEnvironment DoOlfactoryCuesAffectEvaluationsandBehaviors JournalOfMarketing April pp 67 80 Aromatherapy EffectsofSelectedFragrancesonPeople Table10 2 ImpactofColor Colorscanbestimulating calming expressive disturbing impressional cultural exuberant symbolicColorpervadeseveryaspectofourlives embellishestheordinary givesbeautyanddramatoeverydayobjectsColorshaveastrongimpactonpeople sfeelingsColorscanbedefinedintothreedimensions HueisthepigmentofthecolorValueisthedegreeoflightnessordarknessofthecolorChromareferstohue intensity saturation orbrilliance CommonAssociationsandHumanResponsestoColors Table10 3 ImpactofSigns Symbols andArtifacts GuidecustomersclearlythroughprocessofservicedeliveryCustomerswillautomaticallytrytodrawmeaningfromthesigns symbols andartifactsUnclearsignalsfromaservicescapecanresultinanxietyanduncertaintyabouthowtoproceedandobtainthedesiredserviceForinstance signscanbeusedtoreinforcebehavioralrules seepictureonnextslide SignsTeachandReinforceBehavioralRulesinServiceSettings Fig10 7 Note FinesareinSingaporedollars equivalenttoroughlyUS 300 PeopleArePartoftheServiceEnvironment Fig10 8 DistinctiveServicescapesCreateCustomerExpectations PuttingItAllTogether SelectionofEnvironmentalDesignElements ConsumersperceiveserviceenvironmentsholisticallyDesignwithaholisticviewServicescapeshavetobeseenholistically Nodimensionofdesigncanbeoptimizedinisolation becauseeverythingdependsoneverythingelseHolisticcharacteristicofenvironmentsmakesdesigningserviceenvironmentanartSeeResearchInsights10 2 MatchandMismatchofScentandMusicinSingaporeMustdesignfromacustomer sperspective ToolstoGuideServicescapeDesign Keenobservationofcustomers behaviorandresponsestotheserviceenvironmentbymanagement supervisors branchmanagers andfrontlinestaffFeedbackandideasfromfrontlinestaffandcustomers usingabroadarrayofresearchtoolsfromsuggestionboxestofocusgroupsandsurveys Fieldexperimentscanbeusedtomanipulatespecificdimensionsinanenvironmentandtheeffectsobserved Blueprintingorservicemapping extendedtoincludephysicalevidenceintheenvironment SummaryofChapter10 Craftingt