MKT 346: Marketing of Services Dr. Houston Chapter 10: Creating the Service Environment.
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Transcript of MKT 346: Marketing of Services Dr. Houston Chapter 10: Creating the Service Environment.
MKT 346: Marketing of ServicesDr. Houston
Chapter 10:Creating theService Environment
Shape customers’ experience and their behavior
Support image, positioning and differentiation
Part of the value proposition
Facilitate service encounter and enhance productivity
Purpose of Service Environments
The Mehrabian-Russell Stimulus-Response Model (Fig. 10.5)
Feelings Are a Key Driver of Customer Responses to Service Environments
Insights from Mehrabian-Russell Stimulus-Response Model
Simple yet fundamental model of how people respond to environments
The environment influences how people feel in that environment
Feelings, rather than perceptions/thoughts drive behavior
Typical outcome variable is ‘approach’ or ‘avoidance’ of an environment
The Russell Model of Affect(Fig. 10.6)
Insights from Russell Model of Affect
Affective Response
Feelings and emotions that are created by contact with a person, place, or thing
Two Main Dimensions of Affective Response
Pleasure
Arousal
Direct assessment of how customers feel
An Integrative Framework: Bitner’s Servicescape Model (Fig.
10.7)
Dimensions of the Service Environment
Ambient Conditions
Spatial Layout and Functionality
Signs, Symbols, and Artifacts
Ambient Conditions
Characteristics of our environment pertaining to our five senses Music
Temperature
Odors
Lighting
Colors
Sizes
Shapes
Spatial Layout and Functionality
Furnishings Floor plans Counters Equipment Parking
Signs, Symbols, Artifacts
Explicit or implicit signals that:
Communicate a firm’s image
Help customers find their way
Help customers follow the service script
Help employees follow the service script
People are Also Part of the Servicescape
Appearance of service personnel
Performance of service personnel
Interactions between customers and service personnel
Service Environment Design
Consumers perceive service environments holistically
Design with a holistic view that incorporates ALL dimensions of the service environment
Tools to Guide Servicescape Design
Keen observation of customers’ behavior and responses to the service environment
Feedback and Ideas from frontline staff and customers
Photo audits by customers
Field experiments to manipulate specific dimensions in an environment and the effects observed
Service blueprinting - extended to include physical evidence in the environment
MKT 346 Key Concepts: Chapter 10
Service environment
Mehrabian-Russell stimulus-response model
Russell’s model of affect
Bitner’s integrated servicescape model
Dimensions of the servicescape
People are also part of service environment
Tools for guiding servicescape design