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【正文】 ost service encounters are routine and simple processes can determine affect. Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 10 The Russell Model of Affect Fig Arousing Pleasant Sleepy Unpleasant Exciting Relaxing Boring Distressing Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 8 The MehrabianRussell StimulusResponse Model (Fig ) Response/ Behavior: Approach Avoidance and Cognitive Processes Environmental Stimuli and Cognitive Processes Dimensions of Affect: Pleasure and Arousal Feelings Are a Key Driver of Customer Responses to Service Environments Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 6 ? Physical surroundings help shape appropriate feelings and reactions in customers and employees ? For example: Disneyland, Denmark’s Legoland ? Servicescapes form a core part of the value proposition ? For example: Club Med, Las Vegas, Floridabased Muvico Las Vegas: Repositioned itself to a somewhat more wholesome fun resort, visually striking entertainment center Floridabased Muvico: Builds extravagant movie theatres and offers plush amenities. “What sets you apart is how you package it..” (Muvico’s CEO, Hamid Hashemi) ? The power of servicescapes is being discovered Servicescape as Part of Value Proposition Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 4 Purpose of Service Environments ? Helps firm to create distinctive image and unique positioning ? Service environment affects buyer behavior in three ways: ? Messagecreating medium: Symbolic cues to municate the distinctive nature and quality of the service experience ? Attentioncreating medium: Make servicescape stand out from petition and attract customers from target segments ? Effectcreating medium: Use colors, textures, sounds, scents and spatial design to enhance desired service experience Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 2 Overview of Chapter 10 ? What Is the Purpose of Service Environments? ? Understanding Consumer Responses to Service Environments ? Dimensions of the Service Environment ? Putting It All Together Slide 169。 Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 1 Chapter 10: Crafting the Service Environment Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 3 What Is the Purpose of Service Environments? Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 5 Comparison of Hotel Lobbies (Fig ) Four Seasons Hotel, New York Orbit Hotel and Hostel, Los Angeles Each servicescape clearly municates and reinforces its hotel’s respective positioning and sets service expectations as guests arrive Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 7 Understanding Consumer Responses to Service Environments Slide 169。 2023 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 9 Insights from MehrabianRussell StimulusResponse Model ? Simple yet fundamental model of how people respond to
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