BU412 Chapter Notes - Chapter 10: Aromatherapy, Environmental Design, Bungee Jumping
Document Summary
The physical service environment that customers experience plays a key role in shaping the service experience and enhancing customer satisfaction. Disney makes customers feel comfortable and highly satisfied. Designing the service environment is an art that takes a lot of time and effort. Service environments are referred to as servicescapes and relate to the style and appearance of the physical surroundings and other elements experienced by customers at service delivery sites. Once designed and built, service environments are not easy to change. Week 3: shape customers" experience and behaviours, convey the planned image of the firm and support its positioning and differentiation strategy, be part of the value proposition, facilitate the service encounter and enhance both service quality and productivity. Physical surroundings help to shape appropriate feelings and reactions in customers and employees, which in turn may lead to loyalty in a company. The service environment is a cue for quality.
