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Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 1
Chapter 2Frameworksfor Managing
the Customer’s Experience
Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 2
Objectives
1. To examine the key components of the service experience
2. To describe three different frameworks that capture the customer’s service experience: – Services marketing mix– Servuction framework– Services theater framework
3. To provide an in-depth illustration of service as theater
4. To discuss the emotional aspect of the service experience
Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 3
Components of theService Experience
1. Service workers – Those who interact with customers, and those who contribute to the service delivery out of the customers' sight.
2. Service setting – The environment in which the service is provided to the customer and areas of the organization to which the customer normally has little access.
Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 4
Components of theService Experience (cont’d)
3. Service customers – The persons receiving the service (e.g., the diner or the depositor) and others who share the service setting with them.
3. Service process – The sequence of activities or
events necessary to deliver the service.
Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 5
Framing the Service Experience
• Service frameworks perform several important functions:– Aid comprehension of service experiences by
describing their components. – Make communicating about diverse services much
easier since a framework may include components that are applicable to them all.
– Identify issues that should be considered in the design of the service delivery
– Specify relationships among the four components of the service experience
Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 6
Framing the ServiceExperience (cont’d)
• The Services Marketing Mix (Booms and Bitner 1981)
• The Servuction Framework (Langeard et al. 1981)
• The Services Theater Framework (Grove and Fisk 1983)
Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 7
The ServicesMarketing Mix Framework
• Adds three new Ps to the four Ps of the traditional marketing mix:– Participants are all people, whether customers and
workers, who are involved in the service production. – Physical evidence means the service environment and
other tangible aspects of the service that facilitate or communicate the nature of the service.
– Process of service assembly refers to the procedures and flow of activities that contribute to the delivery of the service.
• It suggests that marketing a service involves more considerations than marketing a good.
Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 8
The Servuction Framework
• The term is hybrid of service and production• The service’s invisible organization and system
– Aspects contributing to the service production beyond the customers’ view.
• The visible elements include:– The inanimate environment (the physical setting in
which the service is performed)– The contact personnel (the employees who directly
interact with the customer to provide the service)– Customer A (the customer receiving the service)
and customer B (others who may be present in the visible area) and their interaction.
Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 9
The Servuction Framework (cont’d)
• The bundle of service benefits a customer receives as a result of the interaction with the contact personnel (e.g., their courtesy and competence),the inanimate service environment (e.g., its comfort and decor), and other customers (e.g., their number and behavior)
Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 10
The Servuction Framework (cont’d)
Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 11
The Services Theater Framework
• Actors (service workers) are those who work together to create the service for an Audience (customers).
• Setting (service environment) is where the action or service performance unfolds (frontstage) and is supported (backstage).
• Performance is the dynamic result of the interaction of the actors, audience, and setting.
Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 12
The Services TheaterFramework (cont’d)
• The frontstage actions that service actors perform for the customers often relies on significant support from the backstage personnel and equipment.
• Much of the planning and execution of the service experience occurs backstage, away from the audience’s inspection.
Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 13
The Services TheaterFramework (cont’d)
Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 14
Comparing ServiceExperience Frameworks