如何正确使用汽车防盗器系统.pptx

Chapter10:CraftingtheServiceEnvironment

OverviewofChapter10WhatIsthePurposeofServiceEnvironments?UnderstandingConsumerResponsestoServiceEnvironmentsDimensionsoftheServiceEnvironmentPuttingItAllTogether

WhatIsthePurposeofServiceEnvironments?

PurposeofServiceEnvironmentsHelpsfirmtocreatedistinctiveimageanduniquepositioningServiceenvironmentaffectsbuyerbehaviorinthreeways:Message-creatingmedium:SymboliccuestocommunicatethedistinctivenatureandqualityoftheserviceexperienceAttention-creatingmedium:MakeservicescapestandoutfromcompetitionandattractcustomersfromtargetsegmentsEffect-creatingmedium:Usecolors,textures,sounds,scentsandspatialdesigntoenhancedesiredserviceexperience

ComparisonofHotelLobbies

(Fig10.1)FourSeasonsHotel,NewYorkOrbitHotelandHostel,LosAngeles Eachservicescapeclearlycommunicatesandreinforcesitshotel’srespectivepositioningandsetsserviceexpectationsasguestsarrive

PhysicalsurroundingshelpshapeappropriatefeelingsandreactionsincustomersandemployeesForexample:Disneyland,Denmark’sLegolandServicescapesformacorepartofthevaluepropositionForexample:ClubMed,LasVegas,Florida-basedMuvicoLasVegas:Repositioneditselftoasomewhatmorewholesomefunresort,visuallystrikingentertainmentcenterFlorida-basedMuvico:Buildsextravagantmovietheatresandoffersplushamenities.“Whatsetsyouapartishowyoupackageit..”(Muvico’sCEO,HamidHashemi)ThepowerofservicescapesisbeingdiscoveredServicescapeasPartofValueProposition

UnderstandingConsumerResponsestoServiceEnvironments

TheMehrabian-Russell

Stimulus-ResponseModel(Fig10.2)Response/Behavior:ApproachAvoidanceandCognitiveProcessesEnvironmentalStimuliandCognitiveProcessesDimensionsofAffect:PleasureandArousalFeelingsAreaKeyDriverofCustomerResponsestoServiceEnvironments

InsightsfromMehrabian-Russell

Stimulus-Resp