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.