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ServiceScapes,[object Object],By: Brittany Daugherty,[object Object], Sabra Epp,[object Object], Elise Hoskins,[object Object],Craig Johnson,[object Object], Jackie Mailton,[object Object], Larissa McHugh ,[object Object]
MKT 366- Servicescapes
Overview ,[object Object],What is a servicescape?,[object Object],Intangibility of services,[object Object],Elements of the servicescape,[object Object],Packaging the service,[object Object],Facilitating the service delivery process,[object Object],Socializing the customers and employees,[object Object],Differentiating from customers,[object Object],The SOR model,[object Object],Positives/Negatives,[object Object],Examples of good and bad,[object Object],Ways to improve servicescape,[object Object],Key take-away’s,[object Object]
What is a Servicescape?,[object Object],Servicescape:the use of physical evidence to design 		        service environments (Hoffman/Bateson).,[object Object],Or:“Totality of the ambiance and physical environment in 	which the service occurs.”,[object Object],Ithaa Undersea, Conrad Maldives Rangali Island,[object Object],www.murrayontravel.com,[object Object]
Intangibility of Services,[object Object],“The mother of all unique differences” ,[object Object],      (Hoffman/Bateson),[object Object],Unique characteristics of services that makes it ,[object Object],    difficult for customers to objectively evaluate:,[object Object],quality of services ,[object Object],compare service alternatives.,[object Object],Result: customers rely on physical evidence that 	      surrounds the core benefit to assist in 	     	      forming service evaluations.,[object Object]
The Jane,[object Object],New York City, New York,[object Object],Designed by William A. Boring,[object Object],Built for Sailors,[object Object],Cabin-like rooms ,[object Object],Communal bathrooms/amenities,[object Object]
2008: “Loving” Restoration,[object Object],Targets budget-conscious consumers,[object Object],“More dash than cash”,[object Object],Servicescape reflects a retro-exotic feel,[object Object],[object Object]
5 star amenities and location
Gives budget minded consumers an attractive and historical option in the West Village.,[object Object]
Elements of the servicescape,[object Object],Facilitating the service delivery process,[object Object],Information,[object Object],Guidance,[object Object],What does customer see first, ,[object Object],	 then where do they go?,[object Object],Customer Management,[object Object],Is there something to keep waiting ,[object Object],	customers occupied?,[object Object],Something to look at/ do?,[object Object]
Elements of the servicescape,[object Object],Socializing the customer and employees,[object Object],Definition of Socialization ,[object Object],Importance of Physical Evidence,[object Object],Employee Uniforms,[object Object]
Elements of the servicescape,[object Object],Differentiating from competitors ,[object Object],Physical Evidence,[object Object],Service Factory Layout,[object Object],Repositioning,[object Object]
The SOR Model,[object Object],Definition: A model created by psychologists to 		 describe the effects that the service 		  environment has on consumer behavior. ,[object Object]
3 Part Model,[object Object],A set of Stimuli,[object Object],Physical evidence of the business (using 5 senses to appeal to consumer) ,[object Object],An Organism component ,[object Object],The recipients of the stimuli  (Includes employees and customers),[object Object],A set of Responses or Outcomes,[object Object],The reactions and behaviors the consumer has in response to the stimuli,[object Object],3 emotional states,[object Object],Pleasure- Displeasure (level of satisfaction with service),[object Object],Arousal- Nonarousal (degree of excitement and stimulation),[object Object],Dominance- Submissiveness (degree to which consumers feel in control and the ability to act freely within service environment)  ,[object Object],Approach/Avoidance Behaviors,[object Object]
Rainforest Café Example,[object Object],Stimulus: Restaurant exhibiting the ambiance of 		a tropical forest with living trees and 		plants, fake animals, and a retail store 		located within the café. ,[object Object],Organism: Theme is targeted towards younger 		children.,[object Object],Responses: Excitement, entertainment, relaxed, 		natural, outdoorsy, etc. ,[object Object]
Positives/Negatives ,[object Object],A good way to differentiate,[object Object],Create ambiance,[object Object],Determine customer flow,[object Object],Enhance the overall service experience,[object Object],Only tangible way to differentiate,[object Object],Difficult to integrate all aspects of the service just through visuals,[object Object],Easy to copy,[object Object],Build a Bear vs. Foothills mall bear shop,[object Object]
A Great Servicescape,[object Object],The Rainforest Cafe’,[object Object],Logistics,[object Object],13 location in U.S.,[object Object],Laundry’s Restaurants Inc.,[object Object],Most of the inside built by Disney,[object Object],Submerses customer in an experience,[object Object],Not just any restaurant,[object Object],Tons of physical evidence,[object Object],Everything you see is consistent with the theme including the wait staff,[object Object],A huge gift shop ,[object Object],Provides opportunity for extra revenue,[object Object],Keeps waiting customers busy,[object Object]
MKT 366- Servicescapes
MKT 366- Servicescapes
MKT 366- Servicescapes
A Terrible Servicscape,[object Object],Department of Motor Vehicles,[object Object],Complete lack of function in the servicscape,[object Object],Does not direct customers in orderly fashion,[object Object],Cold,[object Object],White,[object Object],Noises,[object Object],Other customer,[object Object],Nothing to do when you wait,[object Object]
http://www.youtube.com/watch?v=42nmmZXn_hE&feature=related,[object Object]
Ways to Improve Servicescape,[object Object],Research what your target market likes,[object Object],Make sure it’s relevant,[object Object],Set a mood that appeals to target market,[object Object],Create appealing atmosphere ,[object Object],Link target markets needs with what you offer,[object Object],Example: Sports Clips,[object Object]
MKT 366- Servicescapes
Ways to Improve Servicescape,[object Object],As an owner, use your 5 senses to enhance customer  attraction response ,[object Object],Scent Appeals,[object Object],Touch Appeals,[object Object],Taste Appeals,[object Object],Site Appeals,[object Object],Sound Appeals,[object Object]
Ways to Improve Servicescape,[object Object],Create a theme,[object Object],Keep it consistent,[object Object],this includes staff, decorations, furniture, attitude and business policies,[object Object]
Key Take-away’s,[object Object],Effective management of physical evidence is key to establishing service differentiation,[object Object],Unifying all aspects of the servicescape with the service itself will strengthen the actual service experience,[object Object],Anticipate all 5 senses when designing/evaluating a servicescape,[object Object]
MKT 366- Servicescapes

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