24306 Lecture Notes - Lecture 7: Differentiator
Document Summary
Servicescapes = everything taken into context (tangibles) Refers to the use of physical evidence to design service environments. Intangibility of services, makes tangible cues essential (staff uniform) Affects customers experience throughout the service encounter. *due to the inseparability inherent in interpersonal services, an organisation(cid:495)s servicescape should encourage interactions between employees and customers. Benefits to providing physical evidence: (all perceived: helps reduce uncertainties (psychologically impacts, helps set expectations (type/quality cue e. g. staff uniforms, helps direct the process flow (blue prints e. g. pick up/order lines) Facilitator: educates customers on how service is delivered (order lines) Packaging: adding value to service (cue for quality e. g. logo) Typical response is (cid:498)approach(cid:499) or (cid:498)avoidance(cid:499) of an environment: set of stimuli exterior/interior design, lighting etc (physical evidence) Focuses on feelings rather than perceptions drive behaviour. Three components: emotional states -pleasure, arousal, dominance (affective response, approach or avoidance response (behavioural response)
