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4362ch5 Sp10
 

4362ch5 Sp10

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    4362ch5 Sp10 4362ch5 Sp10 Presentation Transcript

    • Chap. 5: What Is a Service Setting?
      A service setting, sometimes called a servicescape, includes all aspects of the physical environment in which the service provider and customer interact.
      Patient examination room; catering service: white linen cloths, eating utensils, menus, kitchen, etc.
    • Key Considerations inDesigning the Service Setting
      The Duration of the Service Setting
      Physical setting becomes more significant when customer spends considerable time in the environment
      Service Setting as an Operational Tool
      Properly designed setting lowers operational costs and expedites the process of service delivery
    • Key Considerations inDesigning the Service Setting
      Service Setting as a Service Identifier
      Service setting becomes more important when the service design can be used to differentiate the service performance from its competitors
      Service Setting as an Orientation Tool
      Design of service setting can facilitate or hinder customer’s understanding of the service process.
    • Key Considerations inDesigning the Service Setting(cont’d)
      The Appeal of the Service Setting
      An approach environment is a setting in which the customer feels comfortable and wishes to spend time
      An avoidance environment is a setting that the customer finds undesirable and uninviting
      Service Setting as the Workers’ “Home Away from Home”
      Comfortable setting for workers which will facilitate their ability to perform
    • The Service Settingas a Marketing Tool
      Managing Tangible Evidence
      Carefully consider the potential impact of even the smallest physical element.
      Frontstage Versus Backstage Decisions
      The frontstage area of a service setting is always on display to customers, while the backstage is concealed from their view.
      Experimenting with the Service Setting
      Allows managers to try out new setting features on a limited basis before embracing them on a full scale.