Chapter 10: The physical and virtual servicescape Flashcards
Servicescape
The environment in which the service is delivered and in which the firm and the customer interact.
Virtual Sevicescapes
Online environment such as webpages.
Environmental Psychology
A field that encompasses the study of human beings and their relationships with built (human-made), natural and social environments.
Strategic roles of the servicescape (4)
- Socializer
- Package
- Facilitator
- Differentiator
Socializer
The design of the servicescape serves as a socializer of both employees and customers in the sense that it helps convey expected roles, behaviours and relationships. To encourage this type of socializing, these Starbucks locations have comfortable lounge chairs and tables set up to encourage customers to interact and to stay longer.
Package
The servicescape is the outward appearance of the organization, and thus can be critical in forming initial impressions or setting up customer expectations – it is a visual metaphor for the intangible service.
Facilitator
A well-designed, functional facility can make the service a pleasure to experience from the customer’s point of view and a pleasure to perform from the employees.
Differentiator
The design of the physical facility can differentiate a firm from its competitors and signal the market segment that the service is intended for
Stimulus-organism-response Theory (SOR)
In the framework the multidimensional environment is the stimulus, consumers and employees are the organisms that respond to the stimuli, and behaviours directed at the environment are the responses.
Environmental Dimensions (3)
- ambient conditions
- spatial layout and functionality
- and signs, symbols, and artefacts
ambient conditions
Temperature, color, noise
spatial layout and functionality
size, shape, equipment, ability
and signs, symbols, and artefacts
exit/entrance signs, lighting
