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【正文】 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 30 Putting It All Together Slide 169。 can excite and stimulate Orange Warmest Sunset Emotions, expressions, warmth Yellow Warm Sun Optimism, clarity, intellect, moodenhancing Green Cool Growth, grass, and trees Nurturing, healing, unconditional love Blue Coolest Sky and ocean Relaxation, serenity, loyalty Indigo Cool Sunset Mediation and spirituality Violet Cool Violet flower Spirituality, reduces stress, can create an inner feeling of calm Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 23 Effects of Scents on Perceptions of Store Environments (2) Evaluation Unscented Environment Mean Ratings Scented Environment Mean Ratings Difference Merchandise Outdated/uptodate style + Inadequate/adequate + Low/high quality + Low/high price Source: Eric R. Spangenberg, Ayn E. Crowley, and Pamela W. Hendersen (1996), “Improving the Store Environment: Do Olfactory Cues Affect Evaluations and Behaviors?,” Journal Of Marketing, (April): pp. 67–80 Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 19 Impact of Music ? In service settings, music can have a powerful effect on perceptions and behaviors, even if played at barely audible levels ? Structural characteristics of music―such as tempo, volume, and harmony―are perceived holistically ? Fast tempo music and high volume music increase arousal levels ? People tend to adjust their pace, either voluntarily or involuntarily, to match tempo of music ? Careful selection of music can deter wrong type of customers Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 15 An Integrative Framework: Bitner’s Servicescape Model (2) ? Identifies the main dimensions in a service environment and views them holistically ? Internal customer and employee responses can be categorized into cognitive, emotional, and psychological responses, which lead to overt behavioral responses towards the environment ? Key to effective design is how well each individual dimension fits together with everything else Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 11 Insights from Russell Model of Affect ? Emotional responses to environments can be described along two main dimensions: ? Pleasure: Direct, subjective, depending on how much individual likes or dislikes environment ? Arousal: How stimulated individual feels, depends largely on information rate or load of an environment ? Russell separated cognitive part of emotions from these two emotional dimensions ? Advantage: simplicity, allows a direct assessment of how customers feel ? Firms can set targets for affective states Slide 169。 2023 by Christopher L
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