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1、 Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 1Chapter 10: Crafting the Service Environment汽車防盜器 http:/ Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 2Overview of Chapter 10 What Is the Purpose of Service Environmen

2、ts? Understanding Consumer Responses to Service Environments Dimensions of the Service Environment Putting It All Together Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 3What Is the Purpose of Service Environments? Slide 2007 by Christopher Lovelock and Joch

3、en Wirtz Services Marketing 6/E Chapter 10 - 4Purpose of Service Environments Helps firm to create distinctive image and unique positioning Service environment affects buyer behavior in three ways: Message-creating medium: Symbolic cues to communicate the distinctive nature and quality of the servic

4、e experience Attention-creating medium: Make servicescape stand out from competition and attract customers from target segments Effect-creating medium: Use colors, textures, sounds, scents and spatial design to enhance desired service experience Slide 2007 by Christopher Lovelock and Jochen Wirtz Se

5、rvices Marketing 6/E Chapter 10 - 5Comparison of Hotel Lobbies (Fig 10.1)Four Seasons Hotel, New York Orbit Hotel and Hostel, Los Angeles Each servicescape clearly communicates and reinforces its hotels respective positioning and sets service expectations as guests arrive Slide 2007 by Christopher L

6、ovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 6 Physical surroundings help shape appropriate feelings and reactions in customers and employees For example: Disneyland, Denmarks Legoland Servicescapes form a core part of the value proposition For example: Club Med, Las Vegas, Florida-b

7、ased Muvico-Las Vegas: Repositioned itself to a somewhat more wholesome fun resort, visually striking entertainment center -Florida-based Muvico: Builds extravagant movie theatres and offers plush amenities. “What sets you apart is how you package it.” (Muvicos CEO, Hamid Hashemi) The power of servi

8、cescapes is being discovered Servicescape as Part of Value Proposition Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 7Understanding Consumer Responses to Service Environments Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter

9、10 - 8The Mehrabian-Russell Stimulus-Response Model (Fig 10.2)Response/ Behavior:Approach Avoidance and Cognitive ProcessesEnvironmental Stimuli and Cognitive ProcessesDimensions of Affect:Pleasure and ArousalFeelings Are a Key Driver of Customer Responses to Service Environments Slide 2007 by Chris

10、topher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 9Insights from Mehrabian-Russell Stimulus-Response Model Simple yet fundamental model of how people respond to environments The environment, its conscious and unconscious perceptions, and interpretation influence how people feel in

11、 that environment Feelings, rather than perceptions/thoughts drive behavior Typical outcome variable is “approach” or “avoidance” of an environment, but other possible outcomes can be added to model Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 10The Russell

12、 Model of AffectFig 10.3 ArousingPleasant SleepyUnpleasantExcitingRelaxingBoringDistressing Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 11Insights from Russell Model of Affect Emotional responses to environments can be described along two main dimensions:

13、Pleasure: Direct, subjective, depending on how much individual likes or dislikes environment Arousal: How stimulated individual feels, depends largely on information rate or load of an environment Russell separated cognitive part of emotions from these two emotional dimensions Advantage: simplicity,

14、 allows a direct assessment of how customers feel Firms can set targets for affective states Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 12Drivers of Affect Affect can be caused by perceptions and cognitive processes of any degree of complexity Its the sim

15、ple cognitive processes that determine how people feel in a service setting If higher levels of cognitive processes are triggered, the interpretation of this process determines peoples feelings The more complex a cognitive process becomes, the more powerful its potential impact on affect. However, m

16、ost service encounters are routine and simple processes can determine affect. Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 13Behavioral Consequence of Affect Pleasant environments result in approach, whereas unpleasant ones result in avoidance Arousal ampli

17、fies the basic effect of pleasure on behavior If environment is pleasant, increasing arousal can generate excitement, leading to a stronger positive consumer response If environment is unpleasant, increasing arousal level will move customers into the “distressed” region Feelings during service encou

18、nters are an important driver of customer loyalty Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 14AmbientConditionsSpace/FunctionSigns,Symbols, and ArtifactsCognitiveEmotional PsychologicalAn Integrative Framework: Bitners Servicescape Model (Fig 10.4)ENVIRO

19、NMENTAL DIMENSIONSHOLISTIC ENVIRONMENTMODERATORSINTERNAL RESPONSESBEHAVIORSource: Mary J. Bitner, “Servicescapes: The Impact of Physical Surroundings on Customers and Employees,” Journal of Marketing 56 (April 1992), pp. 57-71. Perceived ServicescapeEmployeeResponse ModeratorCustomer Response Modera

20、tor Employee Responses Customer ResponsesCognitiveEmotional PsychologicalApproachAffiliationExplorationStay longerSatisfactionAvoid(opposite of approach)ApproachAttractionStay/ExploreSpend More $SatisfactionAvoid(opposite of approach)Social Interaction Between Customers and Employees Slide 2007 by C

21、hristopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 15An Integrative Framework: Bitners Servicescape Model (2) Identifies the main dimensions in a service environment and views them holistically Internal customer and employee responses can be categorized into cognitive, emotiona

22、l, and psychological responses, which lead to overt behavioral responses towards the environment Key to effective design is how well each individual dimension fits together with everything else Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 16Dimensions of th

23、e Service Environment Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 17Main Dimensions in Servicescape Model Ambient Conditions Characteristics of environment pertaining to our five senses Spatial Layout and Functionality Spatial layout: -Floorplan -Size and

24、shape of furnishings, counters, machinery,equipment, and how they are arranged Functionality: Ability of those items to facilitate performance Signs, Symbols, and Artifacts Explicit or implicit signals to:-Communicate firms image-Help consumers find their way-Convey rules of behavior Slide 2007 by C

25、hristopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 18Impact of Ambient Conditions Ambient environment is composed of hundreds of design elements and details that must work together to create desired service environment Ambient conditions are perceived both separately and holist

26、ically, and include: Lighting and color schemes Size and shape perceptions Sounds such as noise and music Temperature Scents Clever design of these conditions can elicit desired behavioral responses among consumers Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10

27、 - 19 Impact of Music In service settings, music can have a powerful effect on perceptions and behaviors, even if played at barely audible levels Structural characteristics of musicsuch as tempo, volume, and harmonyare perceived holistically Fast tempo music and high volume music increase arousal le

28、vels People tend to adjust their pace, either voluntarily or involuntarily, to match tempo of music Careful selection of music can deter wrong type of customers Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 20Impact of Music on Restaurant Diners Restaurant P

29、atron BehaviorFast-beat Music Environment Slow-beat Music Environment Difference between Slow- and Fast-beat Environments Absolute Difference % Difference Consumer time spent at table 45min56min+11min+24%Spending on food$55.12$55.81+$0.69+1%Spending on beverages$21.62$30.47+$8.85+41%Total spending$7

30、6.74$86.28+$9.54+12%Estimated gross margin $48.62$55.82+$7.20+15%Source: Ronald E. Milliman (1982), “Using Background Music to Affect the Behavior of Supermarket Shoppers,” Journal Of Marketing, 56 (3): pp. 8691 Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 -

31、21Impact of Scent An ambient smell is one that pervades an environment May or may not be consciously perceived by customers Not related to any particular product Scents have distinct characteristics and can be used to solicit emotional, physiological, and behavioral responses In service settings, re

32、search has shown that scents can have significant effect on customer perceptions, attitudes, and behaviors Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 22Effects of Scents on Perceptions of Store Environments (1)Evaluation Unscented Environment Mean Ratings

33、Scented Environment Mean Ratings Difference Store EvaluationNegative/positive 4.655.24+0.59Outdated/modern3.764.72+0.96Store Environment Unattractive/ attractive4.124.98+0.86Drab/colorful 3.634.72+1.09Boring/Stimulating 3.754.40+0.65Source: Eric R. Spangenberg, Ayn E. Crowley, and Pamela W. Henderse

34、n (1996), “Improving the Store Environment: Do Olfactory Cues Affect Evaluations and Behaviors?,” Journal Of Marketing, (April): pp. 6780. Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 23Effects of Scents on Perceptions of Store Environments (2)Evaluation Un

35、scented Environment Mean RatingsScented Environment Mean Ratings Difference MerchandiseOutdated/up-to-date style4.715.43+0.72Inadequate/adequate3.804.65+0.85Low/high quality4.815.48+0.67Low/high price5.204.93-0.27Source: Eric R. Spangenberg, Ayn E. Crowley, and Pamela W. Hendersen (1996), “Improving

36、 the Store Environment: Do Olfactory Cues Affect Evaluations and Behaviors?,” Journal Of Marketing, (April): pp. 6780 Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 24Aromatherapy: Effects of Selected Fragrances on People (Table 10.2)Fragrance Aroma Type Arom

37、a-Therapy ClassTraditional UsePotential Psychological Effect on People EucalyptusCamphor-aceousToning, stimulatingDeodorant, antiseptic, soothing agentStimulating and energizingLavenderHerbaceous Calming, balancing, soothing Muscle relaxant, soothing agent, astringentRelaxing and calmingLemonCitrusE

38、nergizing, upliftingAntiseptic, soothing agentSoothing energy levelsBlack pepper SpicyBalancing, soothing Muscle relaxant, aphrodisiacBalancing peoples emotions Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 25Impact of Color Colors can be stimulating, calmin

39、g, expressive, disturbing, impressional, cultural, exuberant, symbolic Color pervades every aspect of our lives, embellishes the ordinary, gives beauty and drama to everyday objects Colors have a strong impact on peoples feelings Colors can be defined into three dimensions: Hue is the pigment of the

40、 color Value is the degree of lightness or darkness of the color Chroma refers to hue-intensity, saturation, or brilliance Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 26Common Associations and Human Responses to Colors (Table 10.3)Color Degree of Warmth Na

41、ture SymbolCommon Association and Human Responses to Color Red Warm Earth High energy and passion; can excite and stimulateOrange Warmest Sunset Emotions, expressions, warmthYellowWarmSunOptimism, clarity, intellect, mood-enhancingGreen CoolGrowth, grass, and trees Nurturing, healing, unconditional

42、love Blue CoolestSky and ocean Relaxation, serenity, loyalty IndigoCoolSunsetMediation and spiritualityVioletCoolViolet flowerSpirituality, reduces stress, can create an inner feeling of calm Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 27Impact of Signs, S

43、ymbols, and Artifacts Guide customers clearly through process of service delivery Customers will automatically try to draw meaning from the signs, symbols, and artifacts Unclear signals from a servicescape can result in anxiety and uncertainty about how to proceed and obtain the desired service For

44、instance, signs can be used to reinforce behavioral rules (see picture on next slide) Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 28Signs Teach and Reinforce Behavioral Rules in Service Settings (Fig 10.7)Note: Fines are in Singapore dollars (equivalent to

45、 roughly US $300) Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 29People Are Part of theService Environment (Fig 10.8) Distinctive Servicescapes Create Customer Expectations Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1

46、0 - 30Putting It All Together Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 31Selection of Environmental Design Elements Consumers perceive service environments holistically Design with a holistic view Servicescapes have to be seen holistically: No dimension

47、 of design can be optimized in isolation, because everything depends on everything else Holistic characteristic of environments makes designing service environment an art See Research Insights 10.2: Match and Mismatch of Scent and Music in Singapore Must design from a customers perspective Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 10 - 32Tools to Guide Servicescape Design Keen observation of customers behavior and responses to the service environment by management, supervisors, branch managers, and frontline staff Feedback and ideas from fron