MKT 723 Chapter Notes - Chapter 11: Servicescape, Differentiator, Nonverbal Communication

• School: Ryerson University
• Department: Marketing
• Course: MKT 723
• Professor: Jane Saber

Document Summary

Customers rely on tangible cues, or physical evidence to evaluate the service before the purchase and to assess their satisfaction with the service during and after consumption. The servicescape in particular, can have a profound effect on the customer experience: physical space and tangible cues have an impact on creating an experience. Clue management: refers to the process of clearly identifying and managing all the various clues that customers use to form their impressions and feelings about the company. Organizations differ in terms of whom the servicescape will actually affect: self-service environment at one extreme, where the customer performs most of the activities, remote service. At the other extreme, little or no customer involvement with the servicescape: interpersonal services. Both customers and employees are present in the servicescape. Lean servicescapes: simple with few elements, spaces, and pieces of equipment. Elaborate servicescapes: complicated with many floors, sophisticated equipment, and complex variability in performance.