dsw servicescapes
Post on 22-Apr-2015
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Servicescapes Team Assignment #2
Servicescapes Team Assignment #2
The Penny Loafers
Team Assignment #2:
Emily BarrKate BlickenstaffKristen FalenckiDevinne KellyRachel Roman
Servicescapes Team Assignment #2
Focal Roles
Package: what to expect - Isle consistency- Clearance shoes in separate back room
Facilitator: comfortable service consumption- Types of shoes placed together- Sizes directly under model
Socializer: who is who- Pathway leading to blocked off register- Circular couches in isle middles accessible to
staff
Differentiator: type of firm or product- Stylish phrases on walls, rich colors- Discounted prices only by individual shoes
themselves
Servicescapes Team Assignment #2
Physical Environment
Spatial layout/functionalityFurnishingsEquipment
Ambient ConditionsTemperatureNoise/musicOdor
Signs/symbolsSignageStyle of décor
Servicescapes Team Assignment #2
ELEMENTS OF SERVICESCAPE
Emotionally Affected- Drawn to certain shoes and purses
Cognitively Affected- Organized in a very logical way• Shoes displayed with prices out front• Pricing discounts color coded
Psychologically Affected- Warm and inviting colors- Laid-back feel- Fresh smell
Servicescapes Team Assignment #2
Analysis of Service Experience
RELATIONSHIP BETWEEN SERVICE EXPERIENCE & CONSUMER BEHAVIOR
Positive Service Experience
Negative Service Experience Positive Interactions
Easy to see all product offerings • More likely to buy
Signs indicate where categories are located• Easier for
comparison
Extensive product selection• Many rows of shoes• Intimidating• Less likely to buy
Ability to view entire store from any position• Visible to any
employee• Increase in
interactions
Servicescapes Team Assignment #2
Store Atmosphere
Our Visit: Hamburg Pavilion- Around 6:30 pm - Not very many customers- Close to the UK Basketball game
Overall Atmosphere: - Contemporary, female-oriented- Relaxed but “plush” accents and overall
feel- Clean appearance and smell
Layout
Servicescapes Team Assignment #2
Store Atmosphere
Servicescapes Team Assignment #2
Consumer Description
Typical female customer:Dress: Casual
Jeans Sweater or CardiganBoots or Flats
Behavior: Thorough has time to browseLooks more than they try onVisit every isle AND sale roomFrequently shops alone
DemographicAverage to upper-middle, laidback lifestyle, timing of day, occupation, Labels/Brands currently wearing, much less buying.
i.e. Shoes, purses, sunglasses, other shopping bags, etc.
Servicescapes Team Assignment #2
Customer Contact
Spoke with someone wearing a DSW necklace
Associate happy to take our photo for us- She wore trendy shoes- Excited to hear about our project- Extremely personable and helpful
Servicescapes Team Assignment #2
DSW: “The Culture”
Friendly
Organized
Shoes: emphasis and passion
Servicescapes Team Assignment #2
Managerial Implications:
AREAS FOR IMPROVEMENT
Organization of clearance room• Not just size but type of shoe
Accessories/purses in one area
Uniformity in the middle aisle
Improve employee identification• Currently, they blend in with customers• Difficult to locate/identify if help is needed
Servicescapes Team Assignment #2
Thank You
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