Service scape

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Service scape

  1. 1. Reference• Servicescapes : Impact of physical surroundings on customers and employees By Mary Jo Bitner• European Journal of Marketing Emerald Article: The impact of servicescape on quality perception By Anja Reimer, Richard Kuehn• The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda A. Parasuraman & Dhruv Grewal• Evaluating Serviceability of Healthcare Servicescapes:Service Design Perspective By Seunghae Lee Purdue University, West Lafayette, U.S.A.• Evaluating a servicescape: the effect of cognition and emotion By Ingrid Y. Lin*
  2. 2. Antecedents Mediator Moderator Consequence Micro-perspective: Personality traits Expectations Service Quality Goal behaviors Reliability Cognitive-style Responsiveness Involvement Assurance Empathy Accessibility Tangibles Customer SatisfactionTechnology Cognitive Customer Loyalty Space Affective/ Recurring Signs Emotional Transactions Symbols Physiological Strong Brand Equity Artifacts Atmospheric +ve Word of Mouth Temperature Air Quality Music Macro-Perspective: Noise Socio-cultural Odor Individualism vs. collectivism Demographics (generation gap) Aesthetics
  3. 3. • Tangibles – as to how the things seen/ felt affect your experience about the service. – physical realm of the service encounter, concerning things. eg:- Hospitals- the arrangement of the waiting rooms.• Technology - how effective use of technology is made. - how the employee is effective in using technology while experiencing service. e.g.- re-inventing customer service with mpos (mobile point of sale). A mobile payment reader can be enabled anytime
  4. 4. • Space/ Layout – Different layout of furnishing, product display. – Making it easy for the customer for service experience that aims to save time. – E.g.- Display of related products in retails shop (self servicing activities). Shaving cream and razors placed aside each other, an unidentified experience. – In fast food restros- menus posted above cash counter.• Sign, symbols and artifacts – To create an overall aesthetic impression for the visitor and a pleasant workplace for the employee. – E.g.-In resorts and amusements parks proper use of sign and symbols. Model
  5. 5. Cognitive Physiological• Perception • Pain• Reasoning• Awareness • Comfort• Judgment • Movement• Beliefs • Physical fit• Categorization • Ergonomics• Symbolic Meaning Affective/Emotional • Moods • Feelings • Attitude Model
  6. 6. • Micro-perspective implies consideration of issues that affect perception at the individual level.• This includes:variables such as personality traits,preconception expectations,goal behaviors, andcognitive style in research projects Model
  7. 7. Contd..• The macro-perspective directs research attention to issues that are outside of the individual.• This includes :socio-cultural influences  Feng-Shui principles, individualism vs. collectivism andaesthetic effects interior decor and design Model
  8. 8. Model

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