200915 Lecture Notes - Lecture 5: Servicescape, White Tea, Clove
Week 5)Servicescapes
Bitners Servicescape model-
Chapter 6: Crafting the Service Environment, Essentials of Services Marketing, Third Edition,
Global Edition,
Wirtz & Lovelock, Chapter 10
Chapter 7: Customer Behaviour, Culture and Service Encounters, Services Marketing,
Sixth Edition,
Lovelock, Chapter 2
Chapter 6)
4 core purposes service environments fulfil-
(1) to shape customers’ experiences and behaviours ;
(2) to signal quality and to position, differentiate, and strengthen the brand; (3) to be a core
component of the value proposition; and (4) to facilitate
1)physical surroundings impact engineer feelings
2)quality of aldi-reception area-overheads, reasonable price-reasonable quality
lighting-increases customer stay-positivity,warmth associated with buying goods
well layout-communication
6.2-theories-
the mehrabian russel-stimulus response model
affective and Cognitive Processes.
Affect can be caused by sensations, perceptions, and cognitive processes of any degree of
complexity. However, the more complex a cognitive process becomes, the more powerful is its
potential impact on affect. For example, a customer’s disappointment with the service level and
food quality in a restaurant (a complex cognitive process in which perceived quality is compared
to previously held service expectations) cannot be compensated by a simple cognitive process
such as the subconscious perception of pleasant background music. However, this doesn’t
mean that simple cognitive processes such as the subconscious perception
russel model-arousal and pleasure
1)scents –good service experience
-lavender-relaxing and soothing
Service firms have recognized the power of scent and increasingly make it a part of their brand
experience. For example, Westin Hotels uses a white tea fragrance throughout its lobbies, and
Sheraton scents its lobbies with a combination of fig, clove, and jasmine.
Document Summary
Chapter 6: crafting the service environment, essentials of services marketing, third edition, Chapter 7: customer behaviour, culture and service encounters, services marketing, 2)quality of aldi-reception area-overheads, reasonable price-reasonable quality lighting-increases customer stay-positivity,warmth associated with buying goods well layout-communication. 6. 2-theories- the mehrabian russel-stimulus response model affective and cognitive processes. Affect can be caused by sensations, perceptions, and cognitive processes of any degree of complexity. However, the more complex a cognitive process becomes, the more powerful is its potential impact on affect. However, this doesn"t mean that simple cognitive processes such as the subconscious perception russel model-arousal and pleasure. Service firms have recognized the power of scent and increasingly make it a part of their brand experience. For example, westin hotels uses a white tea fragrance throughout its lobbies, and. Sheraton scents its lobbies with a combination of fig, clove, and jasmine. 2)colour-color is stimulating, calming, expressive, disturbing, impressional, cultural, exuberant, symbolic.
