another term for service environment

important in establishing guest experience; helps firm to create distinctive image and unique positioning

symbolic cues to communicate the distinctive nature and quality of the service experience

make servicescape stand out from competition and attract customers from target segment

use colors, textures, sounds, scents and spatial design to enhance desired service experience

service environment affects buyer behaviour in three ways

paano ka kikilos in a certain place; you may act differently in different places (eg luxxe hotel compare to normal hotel)

help shape appropriate feelings and reactions in customers and employees

feelings are a key driver of customer responses to service environment; simple yet fundamental model of how people respond to environment

dimensions of affect; emotional responses to environmentas can be described along two main dimensions

it drives behaviour

direct, subjective, depending on how much individual likes or dislikes environment

how stimulated individual feels, depend largely on information rate or load of an environment

allows a direct assessment of how customers feel

affect can be caused by

determine how people feel in a service setting

identifies the main dimensions in a service environment and views them holistically

internal customer and employee responses can be categorized into

main dimensions in servicescape model

characteristics of environment pertaining to our five sense

floorplan; size and shape of furnishings, counters, how they are arranged

ability of those items to facilitate performance

shapes how we do things

ambient conditions

have a powerful effect on perception and behaviors, even if playes at barely audible levels

type of beat that generates more money, and make the guests stay longer

is the one that pervades an environment; may or may not be consciously perceived by customers; not related to any particular product

toning and stimulating; stimulating and energizing

calming, balancing, soothing; relaxing and calming

energizing, uplifting; soothing energy levels

balancing, soothing; balancing people's emotions

can be stimulating, calming, expressive, disturbing, impressional, cultural, exuberant, symbolic; pervades every aspect of our lives

three dimensions of colors

pigment of the color

is the degree of lightness or darkness of the color

refers to hue-intensity l, saturation, brilliance

earth; high energy and passion, can excite and stimulate

sunset; emotions, expression, warmth

sun; optimism, clarity, intellect, mood enhancing

growth, grass, and trees; nurturing, healing, unconditional love

sky and ocean; relaxation, serenity, loyalty

sunset; mediation and spirituality

spirituality, reduces stress, can create an inner feeling of calm

formal color

guide customers clearly through process of service delivery

consumer perceive service environment ______; servicescape has to be seen_____

vision of what should be

taking into accounts the input and put it into a plan; physical evidence of environment

shapes customer's experiences and behaviour; facilitate service encounter

service environment should be design from_____

composed of hundreds of design elements and details that must work together to create desired service environment