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Retail Management
Course Code
RMG 303
Frances Gunn

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Servicescapes, Service Recovery, Managing Capacity, Waiting & Queues
The purpose of Service Environment:
Influences buyer in 3 ways:
1.Message-creating medium: Symbolic cues communicate the distinctive nature
and quality of the service experience
2.Attention-creating Medium: Make the servicescape stand out from other
competing establishment, and attract customers from target segments
3.Effect-creating Medium: Colors, textures, sounds, scents and designs to
enhance the service experience or heighten appetite for certain goods/services
Russell Model of Affect Either it arouses you or doesnt
Bitners Servicescape Model
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