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CSU Service Marketing presentation on Servicescapes.
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ServiceScapesBy: Brittany Daugherty
Sabra Epp Elise HoskinsCraig Johnson Jackie Mailton
Larissa McHugh
Overview What is a servicescape?
Intangibility of services
Elements of the servicescape Packaging the service Facilitating the service delivery process Socializing the customers and employees Differentiating from customers
The SOR model
Positives/Negatives Examples of good and bad
Ways to improve servicescape
Key take-away’s
What is a Servicescape?
Servicescape: the use of physical evidence to design service environments (Hoffman/Bateson).
Or: “Totality of the ambiance and physical environment in which the service occurs.”
Ithaa Undersea, Conrad Maldives Rangali Island
www.murrayontravel.com
Intangibility of Services
“The mother of all unique differences” (Hoffman/Bateson)
Unique characteristics of services that makes it difficult for customers to objectively evaluate:
quality of services compare service alternatives.
Result: customers rely on physical evidence that surrounds the core benefit to assist in
forming service evaluations.
The JaneNew York City, New York
Designed by William A. Boring Built for Sailors
Cabin-like rooms Communal bathrooms/amenities
2008: “Loving” Restoration
Targets budget-conscious consumers“More dash than cash”Servicescape reflects a retro-exotic feel
•Upgraded hotel-like living quarters
•5 star amenities and location
•Gives budget minded consumers an attractive and historical option in the West Village.
Elements of the servicescapePackaging the service
Physical Evidence -Exterior -Interior
Image Development
Appearance
Dr.’s Office Example Which one would you trustwith a major medical procedure?
Elements of the servicescape
Facilitating the service delivery process
Information
Guidance What does customer see first,
then where do they go?
Customer Management Is there something to keep waiting
customers occupied? Something to look at/ do?
Elements of the servicescape
Socializing the customer and employees
Definition of Socialization
Importance of Physical Evidence
Employee Uniforms
Elements of the servicescape
Differentiating from competitors
Physical Evidence
Service Factory Layout
Repositioning
The SOR ModelDefinition: A model created by psychologists to describe the effects that the service environment has on consumer behavior.
3 Part ModelA set of Stimuli
Physical evidence of the business (using 5 senses to appeal to consumer)
An Organism component The recipients of the stimuli (Includes employees and
customers)
A set of Responses or Outcomes The reactions and behaviors the consumer has in response to
the stimuli 3 emotional states
Pleasure- Displeasure (level of satisfaction with service) Arousal- Nonarousal (degree of excitement and stimulation) Dominance- Submissiveness (degree to which consumers feel in
control and the ability to act freely within service environment)
Approach/Avoidance Behaviors
Rainforest Café Example
Stimulus: Restaurant exhibiting the ambiance of a tropical forest with living trees and plants, fake animals, and a retail store located within the café.
Organism: Theme is targeted towards younger children.Responses: Excitement, entertainment, relaxed, natural, outdoorsy, etc.
Positives/Negatives A good way to differentiate
Create ambiance Determine customer flow Enhance the overall service experience
Only tangible way to differentiate Difficult to integrate all aspects of the service just
through visuals Easy to copy
Build a Bear vs. Foothills mall bear shop
A Great ServicescapeThe Rainforest Cafe’
Logistics 13 location in U.S. Laundry’s Restaurants Inc. Most of the inside built by Disney
Submerses customer in an experience Not just any restaurant
Tons of physical evidence Everything you see is consistent with the theme including the
wait staff
A huge gift shop Provides opportunity for extra revenue Keeps waiting customers busy
A Terrible ServicscapeDepartment of Motor Vehicles
Complete lack of function in the servicscape
Does not direct customers in orderly fashion Cold White Noises Other customer Nothing to do when you wait
http://www.youtube.com/watch?v=42nmmZXn_hE&feature=related
Ways to Improve Servicescape
Research what your target market likes Make sure it’s relevant Set a mood that appeals to target market Create appealing atmosphere Link target markets needs with what you offer
Example: Sports Clips
Ways to Improve ServicescapeAs an owner, use your 5 senses to enhance customer attraction response
1. Scent Appeals2. Touch Appeals3. Taste Appeals4. Site Appeals5. Sound Appeals
Ways to Improve Servicescape
Create a theme
Keep it consistent this includes staff, decorations, furniture, attitude and
business policies
Key Take-away’sEffective management of physical evidence is key to establishing service differentiation
Unifying all aspects of the servicescape with the service itself will strengthen the actual service experience
Anticipate all 5 senses when designing/evaluating a servicescape
Sources
B. Barbara. "How to Remember." Age Wise Living. Age wise living LLC, 2005. Web. 1 Feb. 2010. <http://www.agewiseliving.com/remember-more.htm>.
C. Hoffman, Doug, and John E.G. Bateson. Services Marketing, Concepts, Strategies, and Cases.
Laundry's Restaurants Inc. "Rainforest Cafe." Rainforest Cafe. Web. 22 Mar. 2010. <http://www.landrysrestaurants.com/>.
3rd ed. Mason, OH: Thompson Higher Education, 2006. Print.
"No title." Business Dictionary. Web. 1 Feb. 2010. <http://www.businessdictionary.com/definition/service-setting.html>.