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Chapter10:CraftingtheServiceEnvironmentOverviewofChapter10WhatIsthePurposeofServiceEnvironments?UnderstandingConsumerResponsestoServiceEnvironmentsDimensionsoftheServiceEnvironmentPuttingItAllTogetherWhatIsthePurposeofServiceEnvironments?PurposeofServiceEnvironmentsHelpsfirmtocreatedistinctiveimageanduniquepositioningServiceenvironmentaffectsbuyerbehaviorinthreeways: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)ThepowerofservicescapesisbeingdiscoveredServicescapeasPartofValuePropositionUnderstandingConsumerResponsestoServiceEnvironmentsTheMehrabian-Russell

Stimulus-ResponseModel(Fig10.2)Response/Behavior:ApproachAvoidanceandCognitiveProcessesEnvironmentalStimuliandCognitiveProcessesDimensionsofAffect:PleasureandArousalFeelingsAreaKeyDriverofCustomerResponsestoServiceEnvironmentsInsightsfromMehrabian-Russell

Stimulus-ResponseModelSimpleyetfundamentalmodelofhowpeoplerespondtoenvironmentsTheenvironment,itsconsciousandunconsciousperceptions,andinterpretationinfluencehowpeoplefeelinthatenvironmentFeelings,ratherthanperceptions/thoughtsdrivebehaviorTypicaloutcomevariableis“approach”or“avoidance”ofanenvironment,butotherpossibleoutcomescanbeaddedtomodelTheRussellModelofAffect

Fig10.3

ArousingPleasant

SleepyUnpleasantExcitingRelaxingBoringDistressingInsightsfromRussellModelofAffectEmotionalresponsestoenvironmentscanbedescribedalongtwomaindimensions:Pleasure:Direct,subjective,dependingonhowmuchindividuallikesordislikesenvironmentArousal:Howstimulatedindividualfeels,dependslargelyoninformationrateorloadofanenvironmentRussellseparatedcognitivepartofemotionsfromthesetwoemotionaldimensionsAdvantage:simplicity,allowsadirectassessmentofhowcustomersfeelFirmscansettargetsforaffectivestates

DriversofAffectAffectcanbecausedbyperceptionsandcognitiveprocessesofanydegreeofcomplexityIt’sthesimplecognitiveprocessesthatdeterminehowpeoplefeelinaservicesettingIfhigherlevelsofcognitiveprocessesaretriggered,theinterpretationofthisprocessdeterminespeople’sfeelingsThemore

complexacognitiveprocessbecomes,themorepowerfulitspotentialimpactonaffect.However,mostserviceencountersareroutineandsimpleprocessescandetermineaffect.BehavioralConsequenceofAffectPleasantenvironmentsresultinapproach,whereasunpleasantonesresultinavoidanceArousalamplifiesthebasiceffectofpleasureonbehaviorIfenvironmentispleasant,increasingarousalcangenerateexcitement,leadingtoastrongerpositiveconsumerresponseIfenvironmentisunpleasant,increasingarousallevelwillmovecustomersintothe“distressed”regionFeelingsduringserviceencountersareanimportantdriverofcustomerloyaltyAmbientConditionsSpace/FunctionSigns,Symbols,andArtifactsCognitiveEmotionalPsychologicalAnIntegrativeFramework:

Bitner’sServicescapeModel(Fig10.4)ENVIRONMENTALDIMENSIONSHOLISTICENVIRONMENTMODERATORSINTERNALRESPONSESBEHAVIORSource:MaryJ.Bitner,“Servicescapes:TheImpactofPhysicalSurroundingsonCustomersandEmployees,”JournalofMarketing56(April1992),pp.57-71.PerceivedServicescapeEmployeeResponseModeratorCustomerResponseModerator

EmployeeResponses

CustomerResponsesCognitiveEmotionalPsychologicalApproachAffiliationExplorationStaylongerSatisfactionAvoid(oppositeofapproach)ApproachAttractionStay/ExploreSpendMore$$$SatisfactionAvoid(oppositeofapproach)SocialInteractionBetweenCustomersandEmployeesAnIntegrativeFramework:

Bitner’sServicescapeModel(2)IdentifiesthemaindimensionsinaserviceenvironmentandviewsthemholisticallyInternalcustomerandemployeeresponsescanbecategorizedintocognitive,emotional,andpsychologicalresponses,whichleadtoovertbehavioralresponsestowardstheenvironmentKeytoeffectivedesignishowwelleachindividualdimensionfitstogetherwitheverythingelseDimensionsoftheServiceEnvironmentMainDimensionsin

ServicescapeModelAmbientConditionsCharacteristicsofenvironmentpertainingtoourfivesensesSpatialLayoutandFunctionalitySpatiallayout:FloorplanSizeandshapeoffurnishings,counters,machinery,equipment,andhowtheyarearrangedFunctionality:AbilityofthoseitemstofacilitateperformanceSigns,Symbols,andArtifactsExplicitorimplicitsignalsto:Communicatefirm’simageHelpconsumersfindtheirwayConveyrulesofbehaviorImpactofAmbientConditionsAmbientenvironmentiscomposedofhundredsofdesignelementsanddetailsthatmustworktogethertocreatedesiredserviceenvironmentAmbientconditionsareperceivedbothseparatelyandholistically,andinclude:LightingandcolorschemesSizeandshapeperceptionsSoundssuchasnoiseandmusicTemperatureScentsCleverdesignoftheseconditionscanelicitdesiredbehavioralresponsesamongconsumers

ImpactofMusicInservicesettings,musiccanhaveapowerfuleffectonperceptionsandbehaviors,evenifplayedatbarelyaudiblelevelsStructuralcharacteristicsofmusic―suchastempo,volume,andharmony―areperceivedholisticallyFasttempomusicandhighvolumemusicincreasearousallevelsPeopletendtoadjusttheirpace,eithervoluntarilyorinvoluntarily,tomatchtempoofmusicCarefulselectionofmusiccandeterwrongtypeofcustomersImpactofMusiconRestaurantDinersRestaurantPatronBehaviorFast-beatMusicEnvironment

Slow-beatMusicEnvironment

DifferencebetweenSlow-andFast-beatEnvironments

AbsoluteDifference%DifferenceConsumertimespentattable45min56min+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.86–91Imp坑act諷of顏Sc谷entAna燭mbie厚nts廢mell紡is捕one即that召per魚vade餐san熄env峽iron少mentMay鳴or挽ma庭yn戶ot勢be陪con雞sci翼ous瀉ly優(yōu)per映cei斜ved飼by訓cu喂sto翻mer苦sNot粥re誼lat田ed臺to胡any說pa盾rti廊cul頌ar絕pro賤duc暴tScen饑tsh艇ave收dist儀inct駕cha報ract蚊eris購tics昆and段can玻be霞used繪to峽soli庭cit襯emot賞iona怎l,p桃hysi廉olog漠ical朵,an抖dbe旱havi叢oral斧res乖pons漠esIn抗ser耀vic標es兼ett瘋ing洲s,眾res用ear滔ch恒has叼sh討own荒th辨at碧sce贈nts駕ca蝴nh用ave呆si膚gni泰fic曉ant應ef膀fec密to菠nc良ust倦ome擋rp次erc技ept像ion寺s,千att宴itu雙des工,a捷nd析beh答avi嶄orsEffe葬cts艦ofS另cent狐son輩Per沒cept換ions讓of為Sto藝reE朽nvir吳onme柴nts芽(1)Evaluation

UnscentedEnvironmentMeanRatingsScentedEnvironmentMeanRatingsDifferenceStoreEvaluationNegative/positive4.655.24+0.59Outdated/modern3.764.72+0.96StoreEnvironment

Unattractive/attractive4.124.98+0.86Drab/colorful3.634.72+1.09Boring/Stimulating3.754.40+0.65Sou呆rce勻:E牌ric邀R.禍Sp下ang掙enb捧erg剝,A就yn浙E.樸Cro同wle巾y,涌and任Pa捐mel晴aW莫.H財end洞ers鋸en訊(19觸96)濁,“帝Imp縣rov羞ing蛙th顏eS往tor陵eE傾nvi敘ron鹽men冊t:紅Do膛Olf喬act打ory段Cu訊es淹Aff研ect此Ev睡alu絲式ati餓ons犬a(chǎn)n摟dB處eha者vio揀rs?促,”Jou碌rna銀lO鄭fM憲ark功eti促ng,(Ap龜ril謊):幟pp.擇67分–80希.Effe底cts通ofS擇cent遭son麗Per療cept踢ions筍of避St基ore率Envi漲ronm災ents辨(2)EvaluationUnscentedEnvironmentMeanRatingsScentedEnvironmentMeanRatingsDifferenceMerchandiseOutdated/up-to-datestyle4.715.43+0.72Inadequate/adequate3.804.65+0.85Low/highquality4.815.48+0.67Low/highprice5.204.93-0.27Sour些ce:尾Eric以R.博Span好genb蜜erg,渡Ayn芝E.氏Crow代ley,遞and憲Pam爐ela穿W.H臉ende算rsen燭(19肯96),緒“Im病prov墓ing忌the笑Stor籌eEn艇viro洞nmen錫t:D下oOl寶fact壞ory淺Cues若Aff篩ect昏Eval款uati呢ons槐and灶Beha鴉vior坡s?,”Jou稈rna票lO傲fM揪ark配eti盾ng,(Apr禁il):算pp.驅(qū)67–窮80Aro預mat議her頌apy襪:E但ffe勞cts趁of貨Se璃lec盞ted捏Fr棉agr析anc皺es厚on岸Peo壁ple(Tab航le1英0.2)FragranceAromaTypeAroma-TherapyClassTraditionalUsePotentialPsychologicalEffectonPeopleEucalyptusCamphor-aceousToning,stimulatingDeodorant,antiseptic,soothingagentStimulatingandenergizingLavenderHerbaceousCalming,balancing,soothingMusclerelaxant,soothingagent,astringentRelaxingandcalmingLemonCitrusEnergizing,upliftingAntiseptic,soothingagentSoothingenergylevelsBlackpepperSpicyBalancing,soothingMusclerelaxant,aphrodisiacBalancingpeople’semotionsImp果act淡of且Co祖lorColo晚rsc潮anb膊est地imul劇atin容g,c悉almi梳ng,不expr素essi獻ve,鄉(xiāng)豐dist斷urbi賠ng,況impr梢essi辰onal柱,cu猛ltur請al,域exub笨eran漠t,s扁ymbo依licCol僅or溝per抄vad報es芝eve泛ry那asp妨ect置of四ou慨rl轟ive法s,濾emb地ell術(shù)ish芹es可the嶼or階din叮ary擴,g鄉(xiāng)豐ive暮sb拌eau品ty波and袋dr并ama扇to遼ev瀉ery籍day模ob質(zhì)jec暑tsColo姑rsh罵ave獲ast紗rong跡imp厭act求onp梨eopl帶e’s錢feel仿ingsColo蛋rsc較anb尖ede耽fine草din拒tot滿hree鬼dim駝ensi散ons:Hue棍is測th沫ep最igm隱ent貓of層th煉ec袋olo瘋rVal辨ue拖is飄the貌de素gre飛eo初fl烘igh跪tne塊ss拼or邊dar潛kne歷ss燃of劈燕the燭co討lorChro陵mar籠efer供sto茶hue送-int丙ensi貼ty,倚satu爽rati性on,險orb晃rill壇ianc艙eComm襖onA繪ssoc勝iati該ons宵and輪Hum疤anR均espo奴nses塵to給Colo典rs(Tab廚le1孩0.3)ColorDegreeofWarmthNatureSymbolCommonAssociationandHumanResponsestoColorRedWarmEarthHighenergyandpassion;canexciteandstimulateOrangeWarmestSunsetEmotions,expressions,warmthYellowWarmSunOptimism,clarity,intellect,mood-enhancingGreenCoolGrowth,grass,andtreesNurturing,healing,unconditionalloveBlueCoolestSkyandoceanRelaxation,serenity,loyaltyIndigoCoolSunsetMediationandspiritualityVioletCoolVioletflowerSpirituality,reducesstress,cancreateaninnerfeelingofcalmImp淹act房誠of逆Si蕉gns帽,S掠ymb晉ols胡,a懸nd票Art漢ifa焦ctsGuid滲ecu阿stom庸ers短clea料rly逆thro艱ugh堤proc板ess貴ofs孟ervi逗ced辜eliv冰eryCus粘tom敲ers騰wi昆ll將aut謊oma罰tic奴all鉆yt朵ry低to盼dra廳wm候ean理ing務fr校om程the壇si壁gns代,s布ymb皂ols捉,a沃nd音art住ifa幫ctsUncl僵ear緩sign危als穿from減as胞ervi銹cesc徹ape百can笨resu排lti業(yè)nan父xiet曲yan頸dun攜cert活aint披yab聰out割how月top罷roce即eda環(huán)ndo拒btai病nth肢ede白sire景dse慨rvic邀eFor船inst亞ance差,si晉gns刪can反beu厚sed直tor質(zhì)einf食orce界beh辟avio鴿ral農(nóng)rule厭s(s擔eep完ictu艇reo販nne殲xts訂lide球)Sign雕sTe婆ach盤and拿Rein鄉(xiāng)豐forc痕eBe賤havi左oral裙Ru裳les洪inS鋸ervi葛ceS忽etti蕉ngs(Fig題10.估7)Note犁:Fi要nes宿are探inS況inga刻pore映dol極lars篩(eq割uiva蕩lent論to醉roug板hly混US$選300)Peo批ple離Ar育eP泊art劈燕of棉th烤e

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