Ferry jaolis servicescape
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2007Servicescape Research: A Review and A Research Agenda
Chris Ezeh, Cardiff Business School, UK
Lloyd C. Harris, Cardiff Business School, UK
Presented by: Ferry JAOLIS
Introduction
Theories
S – O – R and P – A – D models
Approach - Avoidance Behavior
Previous Limitations
Outline
Conclusion - Agenda
Product vs Service
Packaging
Ingredients
Brand, etc.
Product vs Service
“ Atmospheric “
“ Physical Environment “
“ Servicescape “
Cues of quality
Human behavior
A new form of competition (Kotler, 1973)
Why Servicescape ?
The “...design [of] buying environments to produce specific emotional effects in the buyer that enhance his [or her] purchase probability” (Kotler 1973, p. 50).
“All of the objective physical factors that can be controlled by the firm to enhance (or constrain) employee and customer actions” (Bitner 1992, p. 65).
The “consciously designed places, calculated to produce commercially significant actions” (Arnould et al. 1998, p. 90).
(Kotler 1973, p. 50)
(Bitner 1992, p. 65)
(Arnould et al. 1998, p. 90).
(e.g., Aubert-Gamet and Cova 1999; Baker 1987; Bitner 1990 1992;
Cronin 2003; Donovan and Rossiter 1982; Eroglu et al. 2003;
Hoffman and Turley 2002; Koernig 2003; Kotler 1973; Mattila and
Wirtz 2001; Mehrabian and Russell 1974; Maslow and Mintz 1956;
Spangenberg et al. 1996; Sundaram and Webster 2000; Sweeney
and Wyber 2002; Wakefield and Blodgett 1994 1996).
The S – O – R Model
Compositions
Ideal Compositions
visual
aural / ambience
tactile
olfactory
“ holistic ”
“ tangible + intangible ”
Compositions
Ideal Compositions
visual
aural / ambience
tactile
olfactory
“ holistic ”
“ tangible + intangible ”
loyal customers
General Base of Stimuli
loyal customers
General Base of Stimuli
loyal customers
Neutral / Negative
Facilitate (positive)
Facilitate (positive)
Behavior
Behavior
Pleasure
Functional
Aesthetic
“ E = f (P, B) “
Behavior
P A D
Happy/unhappy, pleased/annoyed
, satisfied/dissatisf
ied,etc.
Stimulated/relaxed,
excited/calm, etc.
Controlling/controlled,
influential/influenced, etc.
The Impact of Emotions
Physical Exploratory Communication
Performance & Satisfaction
“ Deter “
Approach – Avoidance Theory
Behavior
“ Attract “
APPROACH-AVOIDANCE THEORY
› Lack of conceptual development (Bitner 1992; Donovan and Rositter 1982), thus necessitating calls for further study (e.g., Becker 1981; Bitner 1990 1992; Cronin 2003; Donovan and Rossiter 1982; Hoffman and Turley 2002; Hutton and Richardson 1995; Kotler 1973).
› Minimal conceptual advances in consumption settings (Bitner 1992) and its impact on customers’ purchase decisions (Cronin 2003).
› Too much focus on single servicescape elements , little is known about the global configurations of aspects of the servicescape (Everett et al. 1994).
Previous Research Limitations
Advanced Psychology
Architecture
Interior Design
ServicescapeOrganizational Studies
Wider Aspects of Servicescape
Organizational Studies
Approach – Avoidance Behavior
Climate
Culture
Employees
Customer
SOCIAL
DIMENSION
Wider Aspects of Servicescape
The Research Agenda
• Climate & Culture
• Online context
• Optimal atmospheres (deep need of longitudinal studies)
• Constructivist approach (the dominance factor – customer input on servicescape)
• Servicescape effects on employees’ motivation, satisfaction, and productivity