4362ch5 Sp10

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4362ch5 Sp10

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

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