Chapter Objectives Appreciate the strategic role of physical
evidence as it relates to the marketing of service firms. Outline
the stimulus-organism-response (SOR) model. Discuss the major
components of the servicescapes model. Describe the managerial use
of sensory cues when developing tactical design strategies. Compare
design considerations for low verses high-customer-contact firms.
2011 Cengage Learning. All rights reserved. 2
Slide 3
Open Vignette: Dinner in the Sky Why, then, do people pay
thousands of dollars to dine? The servicescape makes all the
difference. Not only are customers given the opportunity to
literally dine among the clouds while suspended at 130 feet in the
air, they are given the chance to hoist their company logos over
the heads of everyone down below. 2011 Cengage Learning. All rights
reserved. 3
Slide 4
The Strategic Role of Physical Evidence Physical evidence can
fall into 3 broad categories Facility exterior Facility interior
Other tangibles 2011 Cengage Learning. All rights reserved. 4
Slide 5
Importance of managing physical evidence Packaging the service
Facilitating the flow of the service delivery process Socializing
customers and employees alike in terms of their respective roles,
behaviors, and relationships Differentiating the firm from its
competitors 2011 Cengage Learning. All rights reserved. 5
Slide 6
Packaging the Service Conveys customer expectations Influences
perceptions reduces perceived risk reduces cognitive dissonance
after the purchase 2011 Cengage Learning. All rights reserved. 6
Physical EvidencePhysical Evidence Quality Ques Quality Ques Image
Develop- ment Image Develop- ment
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Facilitating the Service Process Provides information How am I
to act? Facilitates the ordering process How does this work?
Manages consumers Barriers separate different consumer groups or
help to isolate the technical core 2011 Cengage Learning. All
rights reserved. 7
Slide 8
Socializing Employees and Customers Use of Uniforms identify
the firms personnel physical symbol that embodies the groups ideals
and attributes implies a coherent group structure facilitates
perceptions of consistent performance assists in controlling
deviant members 2011 Cengage Learning. All rights reserved. 8
Slide 9
A Means for Differentiation Well-dressed personnel are:
perceived as more intelligent better workers more interactive
Nicely designed facilities are: Perceived as having the advantage
over poorly designed facilities 2011 Cengage Learning. All rights
reserved. 9
Slide 10
Figure 8.2: The SOR Model Environmental stimuli 2011 Cengage
Learning. All rights reserved. 10 Emotional states Pleasure Arousal
Dominance Approach or avoidance responses 1.A set of stimuli 2.An
organism component 3.A set of responses or outcomes
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The SOR Model Organism Recipients of the set of stimuli in the
service encounter; includes customers and employees Attempting to
create emotional states pleasure (leads to satisfactions) arousal
(leads to stimulation) dominance (leads to control) 2011 Cengage
Learning. All rights reserved. 11
Slide 12
Development of Servicescape The use of physical evidence to
design service environment. Remote, Self-Service, and Interpersonal
Services High-contact verses Low-contact Service Firms Facility
Location Facility Layout Product Design Process Design 2011 Cengage
Learning. All rights reserved. 12
Slide 13
Figure 8.4: Facility Usage Self-serviceRemote services
(Customers only)(Employees only) Interpersonal services (customers
and employees) 2011 Cengage Learning. All rights reserved. 13
Slide 14
Stage 1: Physical Environmental Dimensions Ambient conditions
Temperature, air quality, noise, music, odor Space/Function Layout,
equipment, furnishings Signs, symbols, and artifacts Signage,
personal artifacts, style of decor 2011 Cengage Learning. All
rights reserved. 14
Slide 15
Stage 2: Holistic Environment Overall perceptions of the
servicescape formed by employees and customers Perceived
servicescape Economic customers Personalized customers Apathetic
customers Ethical customers 2011 Cengage Learning. All rights
reserved. 15
Slide 16
Stage 4: Internal Responses Cognitive Responses beliefs,
categorization, symbolic meaning Emotional Response mood, attitudes
Physiological Response pain, comfort, movement, physical fit 2011
Cengage Learning. All rights reserved. 16
Slide 17
Managing the Senses when creating Servicescapes 1.Who is the
firms target market? 2.What does the target market seek from the
service experience? 3.What atmospheric elements can reinforce the
beliefs and emotional reactions that buyers seek? 4.How do these
same atmospheric elements affect employee satisfaction and the
firms operations? 5.Does the suggested atmosphere development plan
compete effectively with competitors atmospheres? 2011 Cengage
Learning. All rights reserved. 17
Slide 18
Specific Tactics for Creating Servicescapes Sight Appeals Size
Perceptions Shape Perceptions Color Perceptions The Location of the
Firm The Firms Architecture The Firms Signage The Firms Entrance
Lighting 2011 Cengage Learning. All rights reserved. 18
Slide 19
Figure 8.5: Perceptions of Colors Warm colors red love,
romance, sex, courage, danger, fire, sinful, warmth, excitement,
vigor, cheerfulness, enthusiasm, and stop yellow sunlight, warmth,
cowardice, openness, friendliness, gaiety, glory, brightness,
caution orange sunlight, warmth, openness, friendliness, gaiety,
glory 2011 Cengage Learning. All rights reserved. 19
Slide 20
Figure 8.5: Perceptions of Color Cool colors blue coolness,
aloofness, fidelity, calmness, piety, masculine, assurance, sadness
green coolness, restful, peace, freshness, growth, softness,
richness, go violet coolness, retiring, dignity, rich 2011 Cengage
Learning. All rights reserved. 20
Slide 21
Specific Tactics for Creating Servicescapes Sound appeals mood
setter, attention grabber, informer music, announcements, and sound
avoidance 2011 Cengage Learning. All rights reserved. 21
Slide 22
Specific Tactics for Creating Servicescapes Scent appeals
pleasurable scents vs foul odors Touch appeals shaking hands with
service providers Taste appeals the equivalent of providing the
customer with free samples 2011 Cengage Learning. All rights
reserved. 22
Slide 23
All rights reserved. No part of this publication may be
reproduced, stored in a retrieval system, or transmitted, in any
form or by any means, electronic, mechanical, photocopying,
recording, or otherwise, without the prior written permission of
the publisher. Printed in the United States of America. Copyright
2011 Cengage Learning. 2011 Cengage Learning. All rights reserved.
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