chapter 11 service marketing
DESCRIPTION
chapter 11TRANSCRIPT
Chapter 1111-*
Framework for Understanding Servicescape Effects on Behavior
Guidelines for Physical Evidence Strategy
Chapter
11
11-*
Explain the profound impact of physical evidence, particularly the servicescape, on customer perceptions and experiences.
Illustrate differences in types of servicescapes, the roles played by the servicescape, and the implications for strategy.
Explain why the servicescape affects customer and employee behavior, using a framework based in marketing, organizational behavior, and environmental psychology.
Present elements of an effective physical evidence strategy.
McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved
11-*
11-*
the Customer’s Point of View
Table 11.2
11-*
Typology of Service Organizations Based on Form and Use of the Servicescape
Table 11.3
11-*
provides information (how am I to act?)
facilitates the ordering process (how does this work?)
facilitates service delivery
Differentiator
sets provider apart from competition in the mind of the consumer
Dental laser “drill”
11-*
Figure 11.1
Source: M. J. Bitner, “Servicescapes: The Impact of Physical Surroundings on Customers and Employees,” Journal of Marketing 56 (April 1992), 57–71.
McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved
11-*
Environment and cognition
Jika kantor/ outlet dan seragam yg dikenakan baik, maka persepsi kons juga akan positif
Environment and emotion
Environment mempengaruhi kons dlm dua dimensi: (1) pleasure/ displeasure dan (2) degree of arousal (stimulation or excitement)
Environment and physiology
11-*
Ambient condition
11-*
Recognize the strategic impact of physical evidence.
Blueprint the physical evidence of service.
Clarify strategic roles of the servicescape.
Assess and identify physical evidence opportunities.
Be prepared to update and modernize the evidence.
McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved
11-*
McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved
11-*
11-*
Some Tangible Cues and/or Facilitating Goods at Buffalo Wild Wings Restaurant
The pager to let you know
when your food is ready…
The menu…
Special Promotions…
NTN system trivia game pad where customers can compete with fellow restaurant patrons and others playing it all around the country.
Servicescape
usage
Framework for Understanding Servicescape Effects on Behavior
Guidelines for Physical Evidence Strategy
Chapter
11
11-*
Explain the profound impact of physical evidence, particularly the servicescape, on customer perceptions and experiences.
Illustrate differences in types of servicescapes, the roles played by the servicescape, and the implications for strategy.
Explain why the servicescape affects customer and employee behavior, using a framework based in marketing, organizational behavior, and environmental psychology.
Present elements of an effective physical evidence strategy.
McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved
11-*
11-*
the Customer’s Point of View
Table 11.2
11-*
Typology of Service Organizations Based on Form and Use of the Servicescape
Table 11.3
11-*
provides information (how am I to act?)
facilitates the ordering process (how does this work?)
facilitates service delivery
Differentiator
sets provider apart from competition in the mind of the consumer
Dental laser “drill”
11-*
Figure 11.1
Source: M. J. Bitner, “Servicescapes: The Impact of Physical Surroundings on Customers and Employees,” Journal of Marketing 56 (April 1992), 57–71.
McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved
11-*
Environment and cognition
Jika kantor/ outlet dan seragam yg dikenakan baik, maka persepsi kons juga akan positif
Environment and emotion
Environment mempengaruhi kons dlm dua dimensi: (1) pleasure/ displeasure dan (2) degree of arousal (stimulation or excitement)
Environment and physiology
11-*
Ambient condition
11-*
Recognize the strategic impact of physical evidence.
Blueprint the physical evidence of service.
Clarify strategic roles of the servicescape.
Assess and identify physical evidence opportunities.
Be prepared to update and modernize the evidence.
McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved
11-*
McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved
11-*
11-*
Some Tangible Cues and/or Facilitating Goods at Buffalo Wild Wings Restaurant
The pager to let you know
when your food is ready…
The menu…
Special Promotions…
NTN system trivia game pad where customers can compete with fellow restaurant patrons and others playing it all around the country.
Servicescape
usage