Creating Experience Not ProductsBy

GROU

P 10

CONCEPTUAL MODEL

Reference• Servicescapes : Impact of physical surroundings on customers

and employees By Mary Jo Bitner

• European Journal of Marketing Emerald Article: The impact of servicescape on quality perception

By Anja Reimer, Richard Kuehn

• The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda

A. Parasuraman & Dhruv Grewal• Evaluating Serviceability of Healthcare Servicescapes:Service

Design PerspectiveBy Seunghae Lee Purdue University, West Lafayette, U.S.A.

• Evaluating a servicescape: the effect of cognition and emotionBy Ingrid Y. Lin*

Tangibles Technology

SpaceSigns

SymbolsArtifacts

Service QualityReliability

ResponsivenessAssuranceEmpathy

Accessibility

CognitiveAffective/Emotional

Physiological

Customer SatisfactionCustomer Loyalty

Recurring Transactions

Strong Brand Equity+ve Word of Mouth

Micro-perspective:Personality traits

ExpectationsGoal behaviorsCognitive-style

Involvement

Macro-Perspective:Socio-cultural

Individualism vs.collectivism

Demographics(generation gap)

Aesthetics

AtmosphericTemperatureAir Quality

MusicNoiseOdor

Antecedents Mediator Moderator Consequence

ANTECEDENTS• Tangibles– as to how the things seen/ felt affect your experience about

the service.– physical realm of the service encounter, concerning things.

eg:- Hospitals- the arrangement of the waiting rooms.

• Technology- how effective use of technology is made.- how the employee is effective in using technology while experiencing service.

e.g.- re-inventing customer service with mpos (mobile point of sale). A mobile payment reader can be enabled anytime

• Space/ Layout– Different layout of furnishing, product display.– Making it easy for the customer for service

experience that aims to save time.– E.g.- Display of related products in retails shop (self

servicing activities). Shaving cream and razors placed aside each other, an unidentified experience.

– In fast food restros- menus posted above cash counter.

• Sign, symbols and artifacts– To create an overall aesthetic impression for the

visitor and a pleasant workplace for the employee.– E.g.-In resorts and amusements parks proper use of

sign and symbols. Model

MEDIATORCognitive• Perception • Reasoning • Awareness• Judgment • Beliefs• Categorization• Symbolic Meaning

Physiological• Pain• Comfort• Movement• Physical fit• Ergonomics

Affective/Emotional• Moods• Feelings• Attitude

Model

MODERATORSMICRO VS MACRO PERSPECTIVE

• Micro-perspective implies consideration of issues that affect perception at the individual level.

• This includes: variables such as personality traits, preconception expectations, goal behaviors, andcognitive style in research projects

Model

Contd..

• The macro-perspective directs research attention to issues that are outside of the individual.

• This includes :socio-cultural influences Feng-Shui

principles, individualism vs. collectivism andaesthetic effects interior decor and design

Model

Model

CONSEQUENCESCustomer Satisfaction

Customer Loyalty

Recurring Transactions

+ve Word of Mouth

Strong Brand Equity

Thank You