Upload
karif
View
37
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Topics Covered. Elements of the servicescape The strategic role of the servicescape Developing servicescapes The effects of servicescapes on consumer behaviour Waiting line strategies. ‘At Your Service’ Spotlight: Hospitality Starbucks-style . - PowerPoint PPT Presentation
Citation preview
Providing customer service through the servicescape
Chapter 8
© Hudson & Hudson. Customer Service for Hospitality & Tourism
Topics Covered
o Elements of the servicescapeo The strategic role of the servicescape o Developing servicescapeso The effects of servicescapes on
consumer behaviouro Waiting line strategies
‘At Your Service’ Spotlight: Hospitality Starbucks-style
‘Third place’ - a social, yet personal environment ….where people connect with others and reconnect with themselves.
o Themes inspired by Italian espresso bars
• Inviting, comfortable, compelling servicescapes • Sensory pleasures and ambiance • Italian terminology
o Customer focused
• First names on paper cups• Free WiFi for work, social networking• Meeting place, community hub
o Long-term brand integrity
• Espresso machines replaced• Modified menu items• Slowed expansion, new products
Key characteristics of the servicescape
o Physical facility referred to as the ‘servicescape’• Facilitates performance or communication of
service
o Physical environment or service arena• Service delivery • Firm and customers interactions
o Customer assessment of intangible services• Physical evidence• Tangible cues and components
Elements of the servicescape
Table 8.1
Facility Exterior Facility Interior Other Tangibles Parking Layout Uniforms Landscape Equipment Business cards Signage Signage Stationary Exterior design Air temperature Invoices Interior design Brochures Lighting Web pages Employee dress
The strategic role of the servicescape
o Packaging• Creates external image • Sets expectations
o Facilitator• Aids performances of service providers • Physical layout and functional design
o Socializer• Suggests expected roles, behaviors and
relationships o Differentiator
• Distinguished from competitors • Signals appropriate market segments
Developing servicescapes
o Effective servicescapes include:• Holistic designs • Complementary e.g. arousal elements • Service products match design elements
o Themed servicescapeso Interactive servicescapeso Servicescapes developed around new market
segments
Snapshot: Incheon Airport, Korea
First and last impressions.o Customer transit services
• Fast processing times, interactive LCD info screen• Multi-lingual staff and signage
o Customer amenities• Free internet access, computers, showers, changing rooms• Between flight tours, golf outings • Shops, food courts, lounges, cultural centers
o Staff training and improvement• ICAO training center • Service Improvement Committee• Incentive program
o Technological innovations• Cooperation and data sharing • Passenger number forecasting
The effects of servicescapes on consumer behaviour
o Customers loyalty incentives:
• High perceived value • ‘Get’ should exceed ‘Give’• Rewards for loyalty
o Company benefits:• Higher profits through retaining customers
⁻ More purchases overall⁻ More frequent purchases
• Lowers operating costs⁻ No acquisition costs
• Increases company referrals
How the servicescape impacts consumers and employees
Figure 8.1 (Source: Adapted from Bitner, 2002)
Environmental Dimensions
Ambient Conditions
Music Temperature Air quality Noise Smell Color
Spatial layout and functionality
Spatial layout Floor plan Size Shape of Furnishings Counters Equipment Arrangement
Functionality Ability to facilitate the
performance of service transactions
Signs, Symbols & Artifacts Signage Personal artifacts Style of décor Staff and guests Behavior Image
Holistic Environment
Perceived Servicescape
Moderators
Employee Response
Moderators
Customer Response
Moderators
Internal Response Both Employees and
Customers
Cognitive Responses
Beliefs (about place, people and products)
Categorization Symbolic meaning
Emotional Response
Mood (The Russell model of affect )
Attitude
Physiological responses
Comfort Shiver Pain Dizzy
Behavioral responses Employee
Affiliation
Exploration
Stay longer
Commitment
Carry out plan
Avoid opposite
Customer
Attraction
Exploration
Stay longer
Continue purchasing
Carry out plan
Return
Spread word of mouth
Avoid opposite
Social Interaction
between and among
customers and employees
Common associations and human responses to colors
Table 8.2 (Source: Based on Lovelock and Wirtz, 2007)
Color Degree of warmth
Common associations and human responses
Red Warm High energy and passion; can excite, stimulate, and increase arousal levels and blood pressure
Orange Warmest Emotions, expression and warmth; noted for its ability to encourage verbal expressions of emotions
Yellow Warm Optimism, clarity, and intellect; bright yellow often noted for its mood-enhancing ability
Green Cool Nurturing, healing, and unconditional love Blue Coolest Relaxation, serenity, and loyalty; lowers blood
pressure; is a healing color for nervous disorders and for relieving headaches, because of its cooling and calming nature
Indigo Cool Meditation and spirituality Violet Cool Spirituality; reduces stress and can create an
inner feeling of calm
Waiting line strategieso Employ operational logic
• Streamline operational processes• Eliminate inefficiencies • Queue configuration
o Establish a reservation system• Shift demand to time less busy periods• Inherent problem of ‘no-shows’
⁻ Charge fee ⁻ Overbook capacity
o Differentiate waiting customers• Need-based or customer priority• Guest registering e.g. FASTPASS
The psychology of waiting lines
Table 8.3 (Source: Maister, 1985)
ŶƚĞƌ
^ŝŶŐůĞY ƵĞƵĞ; ŝƌƉŽƌƚŝĞ Ϳ
D ƵůƚŝƉůĞY ƵĞƵĞ ; ^ƵƉĞƌŵĂƌŬĞƚŝĞ Ϳ
ϭ Ϯ ϯ
ϰ ϱ
ϲ ϳ
ϴ ϵ
dĂŬĞĂE ƵŵďĞƌ Y ƵĞƵĞ; ĂŶŬŝĞ Ϳ
ŶƚĞƌ
^ŝŶŐůĞY ƵĞƵĞ; ŝƌƉŽƌƚŝĞ Ϳ
D ƵůƚŝƉůĞY ƵĞƵĞ ; ^ƵƉĞƌŵĂƌŬĞƚŝĞ Ϳ
ϭ Ϯ ϯ
ϰ ϱ
ϲ ϳ
ϴ ϵ
dĂŬĞĂE ƵŵďĞƌ Y ƵĞƵĞ; ĂŶŬŝĞ Ϳ
ŶƚĞƌ
^ŝŶŐůĞY ƵĞƵĞ; ŝƌƉŽƌƚŝĞ Ϳ
D ƵůƚŝƉůĞY ƵĞƵĞ ; ^ƵƉĞƌŵĂƌŬĞƚŝĞ Ϳ
ϭ Ϯ ϯ
ϰ ϱ
ϲ ϳ
ϴ ϵ
dĂŬĞĂE ƵŵďĞƌ Y ƵĞƵĞ; ĂŶŬŝĞ Ϳ
Case Study:Attention to Detail at Cavas Wine Lodge
o Exterior design complements landscapeo Interior design:
• Unique décor, color schemes• Mood enhancing music, atmospheric lighting, “clean and
fresh” smell• Hand-selected objects, furniture by local craftsmen, artists• Regional, organic fruit and vegetables
o Customer service
• Staff uniforms• Frontline service• Guest expectations• Surprise events e.g.
tango evenings outdoor cooking lessons
We seek the best experience, effortless for our guests.