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【正文】 Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 28 Signs Teach and Reinforce Behavioral Rules in Service Settings (Fig ) Note: Fines are in Singapore dollars (equivalent to roughly US $300) Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 29 People Are Part of the Service Environment (Fig ) Distinctive Servicescapes Create Customer Expectations Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 30 Putting It All Together Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 31 Selection of Environmental Design Elements ? Consumers perceive service environments holistically ? Design with a holistic view ? Servicescapes have to be seen holistically: No dimension of design can be optimized in isolation, because everything depends on everything else ? Holistic characteristic of environments makes designing service environment an art ? See Research Insights : Match and Mismatch of Scent and Music in Singapore ? Must design from a customer’s perspective Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 32 Tools to Guide Servicescape Design ? Keen observation of customers’ behavior and responses to the service environment by management, supervisors, branch managers, and frontline staff ? Feedback and ideas from frontline staff and customers, using a broad array of research tools from suggestion boxes to focus groups and surveys. ? Field experiments can be used to manipulate specific dimensions in an environment and the effects observed. ? Blueprinting or service mapping—extended to include physical evidence in the environment. Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 33 Summary of Chapter 10: Crafting the Service Environment (1) ? Service environment: ? Shapes customers’ experiences and behavior ? Facilitates service encounters ? Enhances productivity ? MehrabianRussell stimulusresponse model and Russell’s model of affect help us understand customer responses to service environments ? Pleasure and arousal ? Approach/avoidance ? Servicescape model is integrative framework of consumer responses to service environments. Main dimensions: ? Ambient conditions—music, scent, color, etc. ? Spatial layout and functionality ? Signs, symbols, and artifacts ? People are also part of service environment Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 34 Summary of Chapter 10: Crafting the Service Environment (2) ? Putting it all together, firms should: ? Design with a holistic view ? Design from a customer’s perspective ? Use tools to guide servicescape design ? Some tools for guiding servicescape design are: ? Keen observation of customers’ behavior and responses in service environments ? Feedback and ideas from frontline staff and customers ? Field experiments to manipulate specific dimensions to observe effects ? Blueprinting physical evidence of environment Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 35 謝謝觀看 /歡迎下載 BY FAITH I MEAN A VISION OF GOOD ONE CHERISHES AND THE ENTHUSIASM THAT PUSHES ONE TO SEEK ITS FULFILLMENT REGARDLESS OF OBSTACLES. BY FAITH I BY FAITH
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