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Chap. 5: What Is a Service Setting?
A service setting, sometimes called a servicescape, includes all aspects of the physical environment in which the service provider and customer interact.
Patient examination room; catering service: white linen cloths, eating utensils, menus, kitchen, etc.
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Key Considerations inDesigning the Service Setting
• The Duration of the Service SettingPhysical setting becomes more significant when
customer spends considerable time in the environment
• Service Setting as an Operational ToolProperly designed setting lowers operational
costs and expedites the process of service delivery
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Key Considerations inDesigning the Service Setting
• Service Setting as a Service IdentifierService setting becomes more important when
the service design can be used to differentiate the service performance from its competitors
• Service Setting as an Orientation Tool Design of service setting can facilitate or hinder
customer’s understanding of the service process.
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Key Considerations inDesigning the Service Setting (cont’d)
• The Appeal of the Service Setting– An approach environment is a setting in which the
customer feels comfortable and wishes to spend time– An avoidance environment is a setting that the
customer finds undesirable and uninviting
• Service Setting as the Workers’ “Home Away from Home”– Comfortable setting for workers which will facilitate
their ability to perform
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The Service Settingas a Marketing Tool
• Managing Tangible Evidence– Carefully consider the potential impact of even the
smallest physical element.
• Frontstage Versus Backstage Decisions– The frontstage area of a service setting is always on
display to customers, while the backstage is concealed from their view.
• Experimenting with the Service Setting– Allows managers to try out new setting features on a
limited basis before embracing them on a full scale.