group 8 services cape
TRANSCRIPT
-
8/3/2019 Group 8 Services Cape
1/22
Presented by-
Group-8
Anupam Samui
Balachandar
Hrudaya Ranjan DashNarasimha Reddy
Varun R.
-
8/3/2019 Group 8 Services Cape
2/22
Servicescape Physical facility ---
(interior & exterior)
Ambient conditions---(temp. colors,noises, smells)
Other tangibles
-
8/3/2019 Group 8 Services Cape
3/22
Elements of Physical Evidence
Servicescape Other tangibles
Facility exteriorExterior design
Signage
ParkingLandscapeSurrounding environment
Facility interiorInterior design
EquipmentSignageLayoutAir quality/temperature
Business cardsStationeryBilling statements
Reports
Employee dressUniformsBrochuresInternet/Web pages
-
8/3/2019 Group 8 Services Cape
4/22
Impact of Service Environment
Purchase decision
Expectations
Service qualityevaluations
Satisfaction
-
8/3/2019 Group 8 Services Cape
5/22
Examples of Physical Evidence from the Customers Point of View
Service Physical evidence
Servicescape Other tangiblesInsurance Not applicable Policy itself
Billing statements
Periodic updatesCompany brochureLetters/cards
Hospital Building exteriorParkingSignsWaiting areasAdmissions office
Patient care roomMedical equipmentRecovery room
UniformsReports/stationeryBilling statements
Airline Airline gate areaAirplane exteriorAirplane interior (dcor, seats, airquality)
TicketsFoodUniforms
Express mail Not applicable PackagingTrucksUniformsComputers
Sportingevent
Parking, Seating, RestroomsStadium exteriorTicketing area, Concession AreasEntrance, Playiing Field
SignsTicketsProgramUniforms
-
8/3/2019 Group 8 Services Cape
6/22
Typology of Service Organizations based on variations in Form
and Use of the Servicescape
Complexity of the servicescape evidence
Servicescapeusage
Elaborate Lean
Self-service(customer only)
Golf LandSurf 'n' Splash
ATMTicketronPost office kiosk
Internet servicesExpress mail drop-off
Interpersonalservices(both customer andemployeee)
HotelRestaurantsHealth clinicHospitalBankAirlineSchool
Dry cleanerHot dog standHair salon
Remote service(employee only)
Telephone companyInsurance companyUtilityMany professional services
Telephone mail-order deskAutomated voice-messaging-based services
-
8/3/2019 Group 8 Services Cape
7/22
Roles of the Servicescape
Package
Facilitator
Socialize Differentiator
-
8/3/2019 Group 8 Services Cape
8/22
A Framework for Understanding Environment-user Relationships
in Service Organizations
PHYSICALENVIRONMENTAL
DIMENSIONS
HOLISTICENVIRONMENT
INTERNALRESPONSES
BEHAVIOR
AmbientConditions
Space/Function
Signs, Symbols,
and Artifacts
PerceivedServicescape
Cognitive
Emotional
Physiological
Cognitive
Emotional
Physiological
EmployeeResponses
CustomerResponses
IndividualBehaviors
SocialInteractionsbetween and
amongcustomer and
employees
IndividualBehaviors
-
8/3/2019 Group 8 Services Cape
9/22
Framework for Understanding
Servicescape Effects on Behavior Internal Responses
Cognitive --- knowledge structure
Affective ---feelings & emotions Physiological--- changes in
-
8/3/2019 Group 8 Services Cape
10/22
Knowledge Structures
Beliefs
Categorization
Symbolic Meaning
-
8/3/2019 Group 8 Services Cape
11/22
Emotional
Mood
Attitude
-
8/3/2019 Group 8 Services Cape
12/22
Individual Behaviors
Created by Servicescape Approach behaviors
Avoidance behaviors
Arousal seekers Arousal avoiders
Environmental stimuliscreeners
Environmental stimulinonscreeners
-
8/3/2019 Group 8 Services Cape
13/22
Social Interactions
Between and among customers andemployees
-
8/3/2019 Group 8 Services Cape
14/22
Environmental Dimensions
Ambient Conditions
Spatial Layout and Functionality
Signs, Symbols and Artifacts
-
8/3/2019 Group 8 Services Cape
15/22
Perceptions of Crowding
Environmental cues
Shopping motives
Constraints Expectations of
crowding
-
8/3/2019 Group 8 Services Cape
16/22
Impact of Crowding
Affective reactions
Reduce browsing
Adjust purchases
Reduce interactionwith employees
Less confidence inpurchase decision
Dissatisfied withexperience
Reduce image of firm
Modify future purchaseintentions
Short-term Long-term
-
8/3/2019 Group 8 Services Cape
17/22
Servicescape Positioning
Cost Efficiency
Customization
ServiceQuality
Firm
Customers
(Functional)
-
8/3/2019 Group 8 Services Cape
18/22
Objectives and Goals
Customization
Functional Service
Technical Service
Cost Efficiency
Meet Needs ofCustomers
Meet needs ofcustomers
Maximize employeeefficiency
Reduce costs andincreaseproductivity
-
8/3/2019 Group 8 Services Cape
19/22
Maximizing the Service
Environment1. Recognize strategic impact.2. Blueprint
3. Clarify roles of the Servicescape4. Assess and identify physical evidenceopportunities.
5. Update and modernize
.
-
8/3/2019 Group 8 Services Cape
20/22
Choosing the Location
Operational Position
Merchantability
Traffic interception
Cumulative competitiveattraction
Competitive compatibility
Accessibility
-
8/3/2019 Group 8 Services Cape
21/22
Challenges & Opportunities
Challenges
Lack of reliability
Complex
Lack of proof
Expensive Examples-
- Catering
- Insurance
- Express mails- Laundry
Opportunities
Control over service
Control over customers
perception
Price differentiation Virtual servicescaping
-
8/3/2019 Group 8 Services Cape
22/22