服务营销.[英文原版].christopher lovelock.chapter 10

CHAPTER10CRAFTINGTHESERVICEENVIRONMENTJEANCHARLESCHEBATANDLAUREATEDUBDANNYMEYERTHEPHYSICALSERVICEENVIRONMENTTHATCUSTOMERSEXPERIENCEISTHEENDPOINTOFTHESERVICEDELIVERYSYSTEMCAPTUREDINTHEPLACEANDTIMEELEMENTOFTHE8PSINHIGHCONTACTSERVICES,ITPLAYSAKEYROLEINSHAPINGTHESERVICEEXPERIENCEANDENHANCINGORUNDERMININGCUSTOMERSATISFACTIONDISNEYTHEMEPARKSAREOFTENCITEDASVIVIDEXAMPLESOFSERVICEENVIRONMENTSTHATMAKEEVERYCUSTOMERFEELCOMFORTABLEANDHIGHLYSATISFIED,ANDLEAVEALONGLASTINGIMPRESSIONINFACT,ORGANIZATIONSFROMHOSPITALSTOHOTELSANDFROMRESTAURANTSTOPROFESSIONALFIRMSHAVECOMETORECOGNIZETHATTHESERVICEENVIRONMENTISANIMPORTANTCOMPONENTOFTHEIRMARKETINGMIXANDOVERALLVALUEPROPOSITIONSERVICEENVIRONMENTSCOMMUNICATEANDDETERMINETHEPOSITIONINGOFTHESERVICE,SHAPEEMPLOYEEASWELLASCUSTOMERPRODUCTIVITY,GUIDECUSTOMERSTHROUGHTHEDELIVERYSYSTEM,ANDMAYREPRESENTACORECOMPONENTOFAFIRMSSEARCHFORCOMPETITIVEADVANTAGEINTHISCHAPTER,WELOOKATTHEIMPORTANCEOFDESIGNINGSERVICEENVIRONMENTSTOHELPENGINEERCUSTOMEREXPERIENCES,CONVEYTHEPLANNEDIMAGEOFTHEFIRM,SOLICITTHEDESIREDRESPONSESFROMCUSTOMERSAND288EMPLOYEES,SUPPORTSERVICEOPERATIONS,ANDENHANCEBOTHQUALITYANDPRODUCTIVITYSPECIFICALLY,WEEXPLORETHEFOLLOWINGQUESTIONS1WHATISTHEPURPOSEOFTHESERVICEENVIRONMENT2WHATARETHEVARIOUSEFFECTSTHATTHESERVICEENVIRONMENTCANHAVEONPEOPLE3WHATARETHETHEORIESBEHINDPEOPLESRESPONSES4WHATARETHEDIMENSIONSOFTHESERVICEENVIRONMENT5HOWCANWEDESIGNASERVICESCAPETOACHIEVETHEDESIREDEFFECTSWHATISTHEPURPOSEOFSERVICEENVIRONMENTSSERVICEENVIRONMENTS,ALSOCALLEDSERVICESCAPES,RELATETOTHESTYLEANDAPPEARANCEOFTHEPHYSICALSURROUNDINGSANDOTHEREXPERIENTIALELEMENTSENCOUNTEREDBYCUSTOMERSATSERVICEDELIVERYSITES1DESIGNINGTHESERVICEENVIRONMENTISANARTTHATTAKESCONSIDERABLETIMEANDEFFORT,ANDCANBEEXPENSIVETOIMPLEMENTONCETHEYAREDESIGNEDANDBUILT,SERVICEENVIRONMENTSARENOTEASYTOCHANGELETSEXAMINEWHYMANYSERVICEFIRMSTAKESOMUCHTROUBLETOSHAPETHEENVIRONMENTINWHICHTHEIRCUSTOMERSANDSERVICEPERSONNELWILLINTERACTSHAPINGCUSTOMERSEXPERIENCESANDBEHAVIORFORORGANIZATIONSTHATDELIVERHIGHCONTACTSERVICES,THEDESIGNOFTHEPHYSICALENVIRONMENTANDTHEWAYINWHICHTASKSAREPERFORMEDBYCUSTOMERCONTACTPERSONNELJOINTLYPLAYAVITALROLEINCREATINGAPARTICULARCORPORATEIDENTITYANDSHAPINGTHENATUREOFCUSTOMERSEXPERIENCESTHISENVIRONMENTANDITSACCOMPANYINGATMOSPHEREAFFECTBUYERBEHAVIORINTHREEIMPORTANTWAYS1ASAMESSAGECREATINGMEDIUM,USINGSYMBOLICCUESTOCOMMUNICATETOTHEINTENDEDAUDIENCEABOUTTHEDISTINCTIVENATUREANDQUALITYOFTHESERVICEEXPERIENCE2ASANATTENTIONCREATINGMEDIUM,TOMAKETHESERVICESCAPESTANDOUTFROMTHATOFCOMPETINGESTABLISHMENTS,ANDTOATTRACTCUSTOMERSFROMTARGETSEGMENTS3ASANAFFECTCREATINGMEDIUM,EMPLOYINGCOLORS,TEXTURES,SOUNDS,SCENTS,ANDSPATIALDESIGNTOENHANCETHEDESIREDSERVICEEXPERIENCE,AND/ORTOHEIGHTENANAPPETITEFORCERTAINGOODS,SERVICES,OREXPERIENCESIMAGE,POSITIONING,ANDDIFFERENTIATIONSERVICESAREOFTENINTANGIBLE,ANDCUSTOMERSCANNOTASSESSTHEIRQUALITYWELLSOCUSTOMERSUSETHESERVICEENVIRONMENTASANIMPORTANTPROXYFORQUALITY,ANDFIRMSTAKEGREATPAINSTOSIGNALQUALITYANDPORTRAYTHEDESIREDIMAGEPERHAPSYOUVESEENTHERECEPTIONAREASOFSUCCESSFULPROFESSIONALFIRMS,SUCHASINVESTMENTBANKSORMANAGEMENTCONSULTINGFIRMS,WHERETHEDECORANDFURNISHINGSTENDTOBEELEGANTANDDESIGNEDTOIMPRESSINRETAILING,THESTOREENVIRONMENTAFFECTSHOWCUSTOMERSPERCEIVETHEQUALITYOFTHEMERCHANDISELIKEOTHERPEOPLE,YOUPROBABLYINFERHIGHERMERCHANDISEQUALITYFFTHEGOODSAREDISPLAYEDINANENVIRONMENTWITHAPRESTIGE1IMAGERATHERTHANINONETHATCREATESADISCOUNTIMAGE2CONSIDERFIGURE101,WHICHSHOWSTHELOBBIESOFTHEORBITHOTELANDHOSTELINLOSANGELESANDTHESTREGISGRANDHOTELINROME,TWODIFFERENTTYPESOFHOTELTHATCATERTOTWOVERYDIFFERENTTARGETSEGMENTSTHEORBITCATERSTOYOUNGERGUESTSWHOLOVEFUNBUTHAVELOWBUDGETS,ANDTHESTREGISTOAMOREMATURE,AFFLUENT,ANDPRESTIGIOUSCLIENTELETHATINCLUDESUPSCALEBUSINESSTRAVELERSEACHOFTHESETWOSERVICESCAPESCLEARLYCOMMUNICATESANDREINFORCESITSHOTELSRESPECTIVEPOSITIONINGANDSETSSERVICEEXPECTATIONSASGUESTSARRIVEMANYSERVICESCAPESAREPURELYFUNCTIONALFIRMSSEEKINGTOCONVEYTHEIMPRESSIONOFLOWPRICESERVICEDOSOBYLOCATINGININEXPENSIVENEIGHBORHOODS,OCCUPYINGBUILDINGSCHAPTER10CRAFTINGTHESERVICEENVIRONMENT289FIGURE101COMPARISONSOFHOTELLOBBIES2WITHASIMPLEAPPEARANCE,MINIMIZINGWASTEFULUSEOFSPACE,ANDDRESSINGTHEIREMPLOYEESINPRACTICALINEXPENSIVEUNIFORMSHOWEVER,SERVICESCAPESDONOTALWAYSSHAPECUSTOMERPERCEPTIONSANDBEHAVIORINWAYSINTENDEDBYTHEIRCREATORSVERONIQUEAUBERTGAMETNOTESTHATCUSTOMERSOFTENMAKECREATIVEUSEOFPHYSICALSPACESANDOBJECTSFORDIFFERENTPURPOSESFORINSTANCE,BUSINESSPEOPLEMAYSETASIDEARESTAURANTTABLEFORUSEASATEMPORARYOFFICEDESK,WITHPAPERSSPREADAROUNDANDALAPTOPCOMPUTERANDMOBILEPHONEPOSITIONEDONITSSURFACE,COMPETINGFORSPACEWITHTHEFOODANDBEVERAGES3STUDENTSMEETINGFORASTUDYDATEINARESTAURANTORCOFFEESHOPOFTENDOTHESAME290PARTIIIMANAGINGTHECUSTOMERINTERFACEWITHTHEIRTEXTBOOKSANDNOTEPADSSMARTDESIGNERSKEEPANEYEOPENFORSUCHTRENDSTHEYMAYEVENLEADTOTHECREATIONOFANEWSERVICECONCEPTTHESERVICESCAPEASPARTOFTHEVALUEPROPOSITIONPHYSICALSURROUNDINGSHELPTOSHAPEAPPROPRIATEFEELINGSANDREACTIONSINCUSTOMERSANDEMPLOYEES4CONSIDERHOWEFFECTIVELYMANYAMUSEMENTPARKSUSETHE34SERVICESCAPECONCEPTTOENHANCETHEIRSERVICEOFFERINGSTHECLEANENVIRONMENTOFDISNEYLANDORDENMARKSLEGOLAND,PLUSEMPLOYEESINCOLORFULCOSTUMES,ALLCONTRIBUTETOTHESENSEOFFUNANDEXCITEMENTTHATVISITORSENCOUNTERONARRIVALANDTHROUGHOUTTHEIRVISITRESORTHOTELSILLUSTRATEHOWSERVICESCAPESFORMACOREPARTOFTHEVALUEPROPOSITIONCLUBMEDSVILLAGES,DESIGNEDTOCREATEATOTALLYCAREFREEATMOSPHERE,MAYHAVEPROVIDEDTHEORIGINALINSPIRATIONFOR“GETAWAY“HOLIDAYENVIRONMENTSNEWDESTINATIONRESORTSARENOTONLYFARMORELUXURIOUSTHANCLUBMED,BUTALSODRAWINSPIRATIONFROMTHEMEPARKSTOCREATEFANTASYENVIRONMENTS,BOTHINSIDEANDOUTSIDEPERHAPSTHEMOSTEXTREMEEXAMPLESCANBEFOUNDINLASVEGASFACINGCOMPETITIONFROMNUMEROUSCASINOSINOTHERLOCATIONS,LASVEGASHASREPOSITIONEDITSELFAWAYFROMBEINGASOMEWHATUNSAVORYADULTDESTINATIONONCEDESCRIBEDINALONDONNEWSPAPERAS“THEELECTRICSODOMANDGOMORRAHTOASOMEWHATMOREWHOLESOMEFUNRESORTWHEREFAMILIES,TOO,CANHAVEFUNTHEGAMBLINGISSTILLTHERE,OFCOURSE,BUTMANYOFTHEHUGEHOTELSRECENTLYBUILTORREBUILTHAVEBEENTRANSFORMEDINTOVISUALLYSTRIKINGENTERTAINMENTCENTERSTHATFEATURESUCHATTRACTIONSASERUPTING“VOLCANOES,“MOCKSEABATTLES,ANDSTRIKINGREPRODUCTIONSOFPARIS,THEPYRAMIDS,ANDVENICEANDITSCANALSEVENMOVIETHEATERSAREDISCOVERINGTHEPOWEROFSERVICESCAPESATTENDANCEATMOVIESHASBEENFALLINGINTHEUNITEDSTATES,ANDSOMEOFTHEBIGCHAINSAREHURTINGHOWEVER,AFEWUPSTARTBOUTIQUECHAINSARETRYINGADIFFERENT“APPROACHBYBUILDINGEXTRAVAGANTTHEATERSANDOFFERINGPLUSHAMENITIES,INCLUDINGLAVISHLYDECORATEDBARSANDRESTAURANTSANDSUPERVISEDPLAYROOMSFORCHILDREN,CHAINSSUCHASFLORIDABASEDMUVICOARESUCCESSFULLYENTICINGMOVIEGOERSTOABANDONTHEIRHOMEENTERTAINMENTCENTERSDESPITESHARPLYHIGHERADMISSIONPRICESSAYSMUVICOSCEO,HAMIDHASHEMI,OFHISCOMPETITORS“ATTHEENDOFTHEDAY,YOUALLGETTHESAME35RAMTAPEWHATSETSYOUAPARTISHOWYOUPACKAGEIT“5ATONEEGYPTIANTHEMEDMUVICOCINEMA,MOVIEGOERSFOLLOWAPURPLEFILEDPATTERNREPRESENTINGTHENILEINTOTHELOBBYPASSINGBETWEENHIEROGLYPHCOVEREDPILLARSINSIDETHEAUDITORIUM,THEYFINDWIDEAISLESANDSEATSUPHOLSTEREDINREDVELVETITSAVERYDIFFERENTEXPERIENCEFROMTHEMEGAPLEXATTHELOCALMALLFACILITATETHESERVICEENCOUNTERANDENHANCEPRODUCTIVITYSERVICEENVIRONMENTSAREOFTENDESIGNEDTOFACILITATETHESERVICEENCOUNTERANDTOINCREASEPRODUCTIVITYRICHARDCHASEANDDOUGLASSTEWARTHIGHLIGHTEDWAYSINWHICHFAILSAFEMETHODSEMBODIEDINTHESERVICEENVIRONMENTCANHELPREDUCESERVICEFAILURESANDSUPPORTAFASTANDSMOOTHSERVICEDELIVERYPROCESS6FOREXAMPLE,COLORCODEDKEYSONCASHREGISTERSALLOWCASHIERSTOIDENTIFYTHENUMERICALFIGURESANDPRODUCTCODESTHATEACHBUTTONSTANDSFORTOFOSTERANEATAPPEARANCEOFFRONTLINESTAFF,MIRRORSCANBEPLACEDWHERESTAFFCANAUTOMATICALLYCHECKTHEIRAPPEARANCEBEFOREGOING“ONSTAGE“TOMEETCUSTOMERSCHILDCARECENTERSUSETOYOUTLINESONWALLSANDFLOORSTOSHOWWHERETOYSSHOULDBEPLACEDAFTERUSEINFASTFOOD56RESTAURANTSANDSCHOOLCAFETERIAS,STRATEGICALLYLOCATEDTRAYRETURNSTANDSANDNOTICESONWALLSREMINDCUSTOMERSTORETURNTHEIRTRAYSUNDERSTANDINGCONSUMERRESPONSESTOSERVICEENVIRONMENTSENVIRONMENTALPSYCHOLOGYSTUDIESHOWPEOPLERESPONDTOSPECIFICENVIRONMENTSWECANAPPLYTHEORIESFROMTHISFIELDTOBETTERUNDERSTANDANDMANAGEHOWCUSTOMERSBEHAVEINDIFFERENTSERVICESETTINGSCHAPTER10CRAFTINGTHESERVICEENVIRONMENT291FIGURE102MODELOFENVIRONMENTALRESPONSESFEELINGSAREAKEYDRIVEROFCUSTOMERRESPONSESTOSERVICEENVIRONMENTSTWOIMPORTANTMODELSHELPUSBETTERUNDERSTANDCONSUMERRESPONSESTOSERVICEENVIRONMENTSTHEMEHRABIANRUSSELLSTIMULUSRESPONSEMODELANDRUSSELLSMODELOFAFFECTTHEMEHRABIANRUSSELLSTIMULUSRESPONSEMODELFIGURE102DISPLAYSASIMPLEYETFUNDAMENTALMODELOFHOWPEOPLERESPONDTOENVIRONMENTSTHEMODELHOLDSTHATTHEENVIRONMENT,ITSCONSCIOUSANDUNCONSCIOUSPERCEPTIONANDINTERPRETATION,INFLUENCEHOWPEOPLEFEELINTHATENVIRONMENT7PEOPLESFEELINGSINTURNDRIVETHEIRRESPONSESTOTHATENVIRONMENTFEELINGSARECENTRALTOTHEMODEL,WHICHPOSITSTHATFEELINGS,RATHERTHANPERCEPTIONSORTHOUGHTS,DRIVEBEHAVIORFOREXAMPLE,WEDONTAVOIDANENVIRONMENTSIMPLYBECAUSETHEREAREALOTOFPEOPLEAROUNDUSRATHERWEAREDETERREDBYTHEUNPLEASANTFEELINGOFCROWDING,OFPEOPLEBEINGINOURWAY,OFLACKINGPERCEIVEDCONTROL,ANDOFNOTBEINGABLETOGETWHATWEWANTASFASTASWEWISHTOIFWEHADALLTHETIMEINTHEWORLD,FELTEXCITEDABOUTBEINGPARTOFTHECROWDDURINGSEASONALFESTIVITIES,THENEXPOSURETOTHESAMENUMBEROFPEOPLEMIGHTLEADTOFEELINGSOFPLEASUREANDEXCITEMENTTHATWOULDLEADUSTOWANTTOSTAYANDEXPLORETHATENVIRONMENTINENVIRONMENTALPSYCHOLOGY,THETYPICALOUTCOMEVARIABLEIS“APPROACH“OR“AVOIDANCE“OFANENVIRONMENTOFCOURSE,INSERVICESMARKETING,WECANADDALONGLISTOFADDITIONALOUTCOMESTHATAFIRMMIGHTWANTTOMANAGE,INCLUDINGHOWMUCHMONEYPEOPLESPENDANDHOWSATISFIEDTHEYAREWITHTHESERVICEEXPERIENCEAFTERTHEYHAVELEFTTHEFIRMSPREMISESTHERUSSELLMODELOFAFFECTGIVENTHATAFFECTORFEELINGSARECENTRALTOHOWPEOPLERESPONDTOANENVIRONMENT,WENEEDTOUNDERSTANDTHOSEFEELINGSBETTERRUSSELLSMODELOFAFFECTFIGURE103ISWIDELYUSEDTOHELPUNDERSTANDFEELINGSINSERVICEENVIRONMENTSANDSUGGESTSTHATEMOTIONALRESPONSESTOENVIRONMENTSCANBEDESCRIBEDALONGTWOMAINDIMENSIONS,PLEASUREANDAROUSAL8PLEASUREISADIRECT,SUBJECTIVERESPONSETOTHEENVIRONMENT,DEPENDINGONHOWMUCHTHEINDIVIDUALLIKESORDISLIKESTHEENVIRONMENTAROUSALREFERSTOHOWSTIMULATEDTHEINDIVIDUALFEELS,RANGINGFROMDEEPSLEEPLOWESTLEVEL292PARTMANAGINGTHECUSTOMERINTERFACEFIGURE103THERUSSELLMODELOFAFFECT78。NOFINTERNALACTIVITYTOHIGHESTLEVELSOFADRENALINEINTHEBLOODSTREAMFOREXAMPLE,WHENBUNGEEJUMPINGHIGHESTLEVELOFINTERNALACTIVITYTHEAROUSALQUALITYISMUCHLESSSUBJECTIVETHANITSPLEASUREQUALITYAROUSALQUALITYDEPENDSLARGELYONTHEINFORMATIONRATEORLOADOFANENVIRONMENTFOREXAMPLE,ENVIRONMENTSARESTIMULATINGIE,HAVEAHIGHINFORMATIONRATEWHENTHEYARECOMPLEX,INCLUDEMOTIONORCHANGE,ANDHAVENOVELANDSURPRISINGELEMENTSALOWRATE,RELAXINGENVIRONMENTHASTHEOPPOSITECHARACTERISTICSYOUMAYASKHOWCANALLYOURFEELINGSANDEMOTIONSBEEXPLAINEDBYONLYTWODIMENSIONSRUSSELLSEPARATEDTHECOGNITIVEORTHINKINGPARTOFEMOTIONSFROMTHESETWOBASICUNDERLYINGEMOTIONALDIMENSIONSTHUS,THEEMOTIONOFANGERABOUTASERVICEFAILURECOULDBEMODELEDASHIGHAROUSAL,ANDHIGHDISPLEASURE,WHICHWOULDLOCATEITINTHEDISTRESSINGREGIONINOURMODEL,COMBINEDWITHACOGNITIVEATTRIBUTIONPROCESSWHENACUSTOMERATTRIBUTESASERVICEFAILURETOTHEFIRMIE,HETHINKSITISTHEFIRMSFAULTTHATTHISHASHAPPENED,THATITISUNDERTHEFIRMSCONTROL,ANDTHATTHEFIRMISNOTDOINGMUCHTOAVOIDITHAPPENINGAGAIN,THENTHISPOWERFULCOGNITIVEATTRIBUTIONPROCESSFEEDSDIRECTLYINTOHIGHAROUSALANDDISPLEASURESIMILARLY,MOSTOTHEREMOTIONSCANBEDISSECTEDINTOTHEIRCOGNITIVEANDAFFECTIVECOMPONENTSTHEADVANTAGEOFRUSSELLSMODELOFAFFECTISITSSIMPLICITY,ASITALLOWSADIRECTASSESSMENTOFHOWCUSTOMERSFEELWHILETHEYAREINTHESERVICEENVIRONMENTFIRMSCANSETTARGETSFORAFFECTIVESTATESFOREXAMPLE,THEOPERATOROFABUNGEEJUMPINGBUSINESSORAROLLERCOASTERMIGHTWANTITSCUSTOMERSTOFEELAROUSEDASSUMINGTHATTHEREISLITTLEPLEASUREINHAVINGTOGATHERALLONESCOURAGEBEFOREJUMPINGADISCOORTHEMEPARKOPERATORMAYWANTCUSTOMERSTOFEELEXCITEDARELATIVELYHIGHAROUSALENVIRONMENTCOMBINEDWITHPLEASUREABANKMAYWANTITSCUSTOMERSTOFEELCONFIDENTASPAMAYWANTCUSTOMERSTOFEELRELAXED,ANDSOONLATERINTHISCHAPTER,WEDISCUSSHOWSERVICEENVIRONMENTSCANBEDESIGNEDTODELIVERTHETYPESOFSERVICEEXPERIENCESDESIREDBYCUSTOMERSDRIVERSOFAFFECTAFFECTCANBECAUSEDBYPERCEPTIONSANDCOGNITIVEPROCESSESOFANYDEGREEOFCOMPLEXITYHOWEVER,THEMORECOMPLEXACOGNITIVEPROCESSBECOMES,THEMOREPOWERFULISITSPOTENTIALIMPACTONAFFECTFOREXAMPLE,ACUSTOMERSDISAPPOINTMENTWITHSERVICELEVELANDFOODQUALITYINARESTAURANTACOMPLEXCOGNITIVEPROCESS,INWHICHCHAPTER10CRAFTINGTHESERVICEENVIRONMENT293PERCEIVEDQUALITYISCOMPAREDTOPREVIOUSLYHELDSERVICEEXPECTATIONSCANNOTBECOMPENSATEDBYASIMPLECOGNITIVEPROCESSSUCHASTHESUBCONSCIOUSPERCEPTIONOFPLEASANTBACKGROUNDMUSICYETTHISDOESNTMEANTHATSUCHSIMPLEPROCESSESAREUNIMPORTANTINPRACTICE,THELARGEMAJORITYOFPEOPLESSERVICEENCOUNTERSAREROUTINE,WITHLITTLEHIGHLEVELCOGNITIVEPROCESSINGWETENDTOFUNCTIONON“AUTOPILOT“ANDFOLLOWOURSERVICESCRIPTSWHENDOINGROUTINETRANSACTIONSSUCHASUSINGABUSORSUBWAY,ORENTERINGAFASTFOODRESTAURANTORABANKMOSTOFTHETIME,ITSTHESIMPLECOGNITIVEPROCESSESTHATDETERMINEHOWPEOPLEFEELINTHESERVICESETTINGTHOSEINCLUDETHECONSCIOUSANDEVENUNCONSCIOUSPERCEPTIONSOFSPACE,COLORS,SCENTS,ANDSOONHOWEVER,SHOULDHIGHERLEVELSOFCOGNITIVEPROCESSESBETRIGGEREDFORINSTANCE,THROUGHSOMETHINGSURPRISINGINTHESERVICEENVIRONMENTTHENITSTHEINTERPRETATIONOFTHISSURPRISETHATDETERMINEPEOPLESFEELINGS9BEHAVIORALCONSEQUENCESOFAFFECTATTHEMOSTBASICLEVEL,PLEASANTENVIRONMENTSTENDTODRAWPEOPLEIN,WHEREASUNPLEASANTONESRESULTINAVOIDANCEBEHAVIORSAROUSALACTSASANAMPLIFIEROFTHEBASICEFFECTOFPLEASUREONBEHAVIORIFTHEENVIRONMENTISPLEASANT,INCREASINGAROUSALCANGENERATEEXCITEMENT,LEADINGTOASTRONGERPOSITIVECONSUMERRESPONSECONVERSELY,IFASERVICEENVIRONMENTISINHERENTLYUNPLEASANT,MANAGERSSHOULDAVOIDINCREASINGAROUSALLEVELS,ASTHISWOULDMOVECUSTOMERSINTOTHE“DISTRESSED“REGIONFOREXAMPLE,LOUD,FASTBEATMUSICWOULDINCREASETHESTRESSLEVELSOFSHOPPERSWHENTHEYARETRYINGTOMAKETHEIRWAYTHROUGHCROWDEDAISLESONAPRECHRISTMASFRIDAYEVENINGINSUCHSITUATIONS,MANAGERSNEEDTOFINDWAYSTOLOWERTHEINFORMATIONLOADOFTHEENVIRONMENTCUSTOMERSHAVESTRONGAFFECTIVEEXPECTATIONSOFSOMESERVICESTHINKOFSUCHEXPERIENCESASAROMANTICCANDLELITDINNERINARESTAURANT,ARELAXINGSPAVISIT,ORANEXCITINGTIMEATTHESTADIUMORTHEDISCOWHENCUSTOMERSHAVESTRONGAFFECTIVE9EXPECTATIONS,ITISIMPORTANTTHATTHEENVIRONMENTBEDESIGNEDTOMATCHTHOSEEXPECTATIONS10FINALLY,HOWCUSTOMERSFEELDURINGTHESERVICEENCOUNTERISANIMPORTANTDRIVEROFLOYALTYRESEARCHHASSHOWNTHATPOSITIVEAFFECTDRIVESHEDONICSHOPPINGVALUE,WHICHINTURNINCREASESREPEATPURCHASINGBEHAVIOR,WHEREASNEGATIVEAFFECTMOSTLYREDUCESUTILITARIANSHOPPINGVALUEANDTHEREBYLOWERSCUSTOMERSHARE11THESERVICESCAPESMODELANINTEGRATIVEFRAMEWORKOFCONSUMERRESPONSESTOSERVICEENVIRONMENTSBUILDINGONTHEBASICMODELSINENVIRONMENTALPSYCHOLOGY,MARYJOBITNERHASDEVELOPEDACOMPREHENSIVEMODELTHATSHEHASNAMEDTHESERVICESCAPE12FIGURE104SHOWSTHEMAINDIMENSIONSTHATSHEIDENTIFIEDINSERVICEENVIRONMENTS,WHICHINCLUDEAMBIENTCONDITIONS,SPACE/FUNCTIONALITY,ANDSIGNS,SYMBOLS,ANDARTIFACTSBECAUSEINDIVIDUALSTENDTOPERCEIVETHESEDIMENSIONSHOLISTICALLY,THEKEYTOEFFECTIVEDESIGNISHOWWELLEACHINDIVIDUALDIMENSIONFITSTOGETHERWITHEVERYTHINGELSENEXT,THEMODELSHOWSTHATTHEREARECUSTOMERANDEMPLOYEERESPONSEMODERATORSTHISMEANSTHATTHESAMESERVICEENVIRONMENTCANHAVEDIFFERENTEFFECTSONDIFFERENTCUSTOMERS,DEPENDINGONWHOTHATCUSTOMERISANDWHATSHEORHELIKESBEAUTYLIESINTHEEYESOFTHEBEHOLDER,ANDISSUBJECTIVERAPMUSICMAYBESHEERPLEASURETOSOMECUSTOMERSEGMENTS,ANDSHEERTORTURETOOTHERSONEIMPORTANTCONTRIBUTIONOFBITNERSMODELISINCLUSIONOFEMPLOYEERESPONSESTOTHESERVICEENVIRONMENTAFTERALL,EMPLOYEESSPENDMUCHMORETIMETHERETHANDOCUSTOMERS,ANDITSCRUCIALLYIMPORTANTTHATDESIGNERSBECOMEAWAREOFHOWAPARTICULARENVIRONMENTENHANCESORATLEASTDOESNOTREDUCETHEPRODUCTIVITYOFFRONTLINEPERSONNELANDTHEQUALITYOFSERVICETHATTHEYDELIVERINTERNALCUSTOMERANDEMPLOYEERESPONSESCANBECATEGORIZEDINTOCOGNITIVERESPONSESEG,QUALITYPERCEPTIONSANDBELIEFS,EMOTIONALRESPONSESEG,FEELINGS294PARTIIIMANAGINGTHECUSTOMERINTERFACEFIGURE104THESERVICESCAPESMODEL101112SOURCEMARYJOBITNER,“SERVICESCAPESTHEIMPACTOFPHYSICALSURROUNDINGSONCUSTOMERSANDEMPLOYEES,“JOURNALOFMARKETING56APRIL19925771AMERICANMARKETINGASSOCIATIONANDMOODS,ANDPSYCHOLOGICALRESPONSESEG,PAINANDCOMFORTTHESEINTERNALRESPONSESLEADTOOVERTBEHAVIORALRESPONSESSUCHASAVOIDINGACROWDEDDEPARTMENTSTOREORRESPONDINGPOSITIVELYTOARELAXINGENVIRONMENTBYREMAININGTHERELONGERANDSPENDINGEXTRAMONEYONIMPULSEPURCHASESDIMENSIONSOFTHESERVICEENVIRONMENTSERVICEENVIRONMENTSARECOMPLEXANDHAVEMANYDESIGNELEMENTSINTABLE101,FOREXAMPLE,YOUCANSEEANOVERVIEWOFALLTHEDESIGNELEMENTSTHATMIGHTBEENCOUNTEREDINARETAILOUTLETINTHISSECTION,WEFOCUSONTHEMAINDIMENSIONSOFTHESERVICEENVIRONMENTINTHESERVICESCAPEMODEL,WHICHARETHEAMBIENTCONDITIONS,SPACEANDFUNCTIONALITY,ANDSIGNS,SYMBOLSANDARTIFACTS13THEEFFECTOFAMBIENTCONDITIONSAMBIENTCONDITIONSREFERTOTHOSECHARACTERISTICSOFTHEENVIRONMENTTHATPERTAINTOYOURFIVESENSESEVENWHENTHEYRENOTNOTEDCONSCIOUSLY,THEYMAYSTILLAFFECTYOUREMOTIONALWELLBEING,PERCEPTIONS,ANDEVENATTITUDESANDBEHAVIORSTHEYARECOMPOSEDOFLITERALLYHUNDREDSOFDESIGNELEMENTSANDDETAILSTHATMUSTWORKTOGETHERIFTHEYARETOCREATETHEDESIREDSERVICEENVIRONMENT14THERESULTINGATMOSPHERECREATESAMOODTHATISPERCEIVEDANDINTERPRETEDBYCUSTOMERS15AMBIENTCONDITIONS1314AREPERCEIVEDBOTHSEPARATELYANDHOLISTICALLY,ANDINCLUDELIGHTINGANDCOLORSCHEMES,SIZEANDSHAPEPERCEPTIONS,SOUNDSSUCHASNOISEANDMUSIC,TEMPERATURE,ANDSCENTSORSMELLSCLEVERDESIGNOFTHESECONDITIONSCANELICITDESIREDBEHAVIORALRESPONSESAMONGCONSUMERSCONSIDERTHEINNOVATIVETHINKINGUNDERLYINGTHENEWCHAPTER10CRAFTINGTHESERVICEENVIRONMENT295TABLE101DESIGNELEMENTSOFARETAILSTOREENVIRONMENTSOURCEADAPTEDFROMBARRYBERMANANDJOELREVANS,RETAILMANAGEMENTASTRATEGICAPPROACH,8THEDUPPERSADDLERIVER,NJPRENTICEHALL,2001,P604LWTURLEYANDRONALDEMILLIMAN,“ATMOSPHERICEFFECTSONSHOPPINGBEHAVIORAREVIEWOFTHEEXPERIMENTALLITERATURE“JOURNALOFBUSINESSRESEARCH,492000193211TRENDTOTRANSFORMDENTALCLINICSINTORELAXINGDENTALSPAS,ASDESCRIBEDINBESTPRACTICEINACTION10115MUSICINSERVICESETTINGS,MUSICCANHAVEAPOWERFULEFFECTONPERCEPTIONSANDBEHAVIORS,EVENIFITSPLAYEDATBARELYAUDIBLEVOLUMESASSHOWNINTHESERVICESCAPEMODELINFIGURE104,THEVARIOUSSTRUCTURALCHARACTERISTICSOFMUSICSUCHASTEMPO,VOLUME,ANDHARMONYAREPERCEIVEDHOLISTICALLY16NUMEROUSRESEARCHSTUDIESHAVEFOUNDTHATFASTTEMPOMUSICANDHIGHVOLUMEMUSICINCREASESAROUSALLEVELS,17WHICHCANTHENLEADCUSTOMERSTOINCREASETHEIRPACEOFVARIOUSBEHAVIORSPEOPLETENDTOADJUSTTHEIRPACE,EITHERVOLUNTARILYORINVOLUNTARILY,TOMATCHTHETEMPOOFMUSICASSHOWNINRESEARCHINSIGHTS101DOESITSURPRISEYOUTOLEARNTHATMUSICCANALSOBEUSEDTODETERTHEWRONGTYPEOFCUSTOMERSMANYSERVICEENVIRONMENTS,INCLUDINGSUBWAYS