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Slide©2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-1Chapter10:CraftingtheServiceEnvironment祛痘©2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-2OverviewofChapter10WhatIsthePurposeofServiceEnvironments?UnderstandingConsumerResponsestoServiceEnvironmentsDimensionsoftheServiceEnvironmentPuttingItAllTogetherSlide©2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-3WhatIsthePurposeofServiceEnvironments?Slide©2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-4PurposeofServiceEnvironmentsHelpsfirmtocreatedistinctiveimageanduniquepositioningServiceenvironmentaffectsbuyerbehaviorinthreeways:Message-creatingmedium:SymboliccuestocommunicatethedistinctivenatureandqualityoftheserviceexperienceAttention-creatingmedium:MakeservicescapestandoutfromcompetitionandattractcustomersfromtargetsegmentsEffect-creatingmedium:Usecolors,textures,sounds,scentsandspatialdesigntoenhancedesiredserviceexperienceSlide©2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-5ComparisonofHotelLobbies(Fig10.1)FourSeasonsHotel,NewYorkOrbitHotelandHostel,LosAngelesEachservicescapeclearlycommunicatesandreinforcesitshotel’srespectivepositioningandsetsserviceexpectationsasguestsarriveSlide©2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-6PhysicalsurroundingshelpshapeappropriatefeelingsandreactionsincustomersandemployeesForexample:Disneyland,Denmark’sLegolandServicescapesformacorepartofthevaluepropositionForexample:ClubMed,LasVegas,Florida-basedMuvico-LasVegas:Repositioneditselftoasomewhatmorewholesomefunresort,visuallystrikingentertainmentcenter-Florida-basedMuvico:Buildsextravagantmovietheatresandoffersplushamenities.“Whatsetsyouapartishowyoupackageit..”(Muvico’sCEO,HamidHashemi)ThepowerofservicescapesisbeingdiscoveredServicescapeasPartofValuePropositionSlide©2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-7UnderstandingConsumerResponsestoServiceEnvironmentsSlide©2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-8TheMehrabian-RussellStimulus-ResponseModel(Fig10.2)Response/Behavior:ApproachAvoidanceandCognitiveProcessesEnvironmentalStimuliandCognitiveProcessesDimensionsofAffect:PleasureandArousalFeelingsAreaKeyDriverofCustomerResponsestoServiceEnvironmentsSlide©2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-9InsightsfromMehrabian-RussellStimulus-ResponseModelSimpleyetfundamentalmodelofhowpeoplerespondtoenvironmentsTheenvironment,itsconsciousandunconsciousperceptions,andinterpretationinfluencehowpeoplefeelinthatenvironmentFeelings,ratherthanperceptions/thoughtsdrivebehaviorTypicaloutcomevariableis“approach”or“avoidance”ofanenvironment,butotherpossibleoutcomescanbeaddedtomodelSlide©2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-10TheRussellModelofAffectFig10.3ArousingPleasantSleepyUnpleasantExcitingRelaxingBoringDistressingSlide©2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-11InsightsfromRussellModelofAffectEmotionalresponsestoenvironmentscanbedescribedalongtwomaindimensions:Pleasure:Direct,subjective,dependingonhowmuchindividuallikesordislikesenvironmentArousal:Howstimulatedindividualfeels,dependslargelyoninformationrateorloadofanenvironmentRussellseparatedcognitivepartofemotionsfromthesetwoemotionaldimensionsAdvantage:simplicity,allowsadirectassessmentofhowcustomersfeelFirmscansettargetsforaffectivestatesSlide©2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-12DriversofAffectAffectcanbecausedbyperceptionsandcognitiveprocessesofanydegreeofcomplexityIt’sthesimplecognitiveprocessesthatdeterminehowpeoplefeelinaservicesettingIfhigherlevelsofcognitiveprocessesaretriggered,theinterpretationofthisprocessdeterminespeople’sfeelingsThemorecomplexacognitiveprocessbecomes,themorepowerfulitspotentialimpactonaffect.However,mostserviceencountersareroutineandsimpleprocessescandetermineaffect.Slide©2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-13BehavioralConsequenceofAffectPleasantenvironmentsresultinapproach,whereasunpleasantonesresultinavoidanceArousalamplifiesthebasiceffectofpleasureonbehaviorIfenvironmentispleasant,increasingarousalcangenerateexcitement,leadingtoastrongerpositiveconsumerresponseIfenvironmentisunpleasant,increasingarousallevelwillmovecustomersintothe“distressed”regionFeelingsduringserviceencountersareanimportantdriverofcustomerloyaltySlide©2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-14AmbientConditionsSpace/FunctionSigns,Symbols,andArtifactsCognitiveEmotionalPsychologicalAnIntegrativeFramework:Bitner’sServicescapeModel(Fig10.4)ENVIRONMENTALDIMENSIONSHOLISTICENVIRONMENTMODERATORSINTERNALRESPONSESBEHAVIORSource:MaryJ.Bitner,“Servicescapes:TheImpactofPhysicalSurroundingsonCustomersandEmployees,”JournalofMarketing56(April1992),pp.57-71.PerceivedServicescapeEmployeeResponseModeratorCustomerResponseModerato