Service Marketing, Crafting Of Service Environment

1. CRAFTTING OF
SERVICE
ENVIRONMENT

2. Each of the four dimensions of the service
environment will impact on customer behavior
through either cognitive, affective, Physiological
reaction to the environment .employees likewise
are affected by each of four dimensions. Managing
the service scape required to selecting the right
location for the Facility, creating the right physical
apppearance,monitoring the ambient condition,
and managing the interpersonal conditions.

3. Location
When choosing the site location service must
examine six criteria.
 Operational position
 merchantability
 traffic inception
 cumulative competitive attraction
 competitive capability
 accessibility

4. Operational position
Firm choosing the customization approach should
locate the business where they can obtain the
prestige and image that will impressed their
customers .firm with a service quality approach
should make their the customer contract
component convenience for their customers. the
support component can be in a low cost area if
the customer contract and support functions
cannot be separated ,than priority is given to the
customer contract component.

5. Merchantability
Service high in a merchantability can be conducted
without the customer being physical presents cost
efficient operations must ensure their facility is
convent for customers.

6. Traffic interception
firm using the service quality operational
approach will be concerned about the traffic
interception for their customer contract facility.
hotels that are positioned in the functional
service .quality sector will want to be located at
high vehicular traffic sites, such as a major
highway where the majority of the traffics not
local but tourist or business travelers.

7. Cumulative competitive Attraction
The concept of cumulative attraction is most
important for services focusing on the cost
efficiency operational approach and least
important for the service using the customization
approaches. for services using the service quality
approaches important for in the quality of
services. the importance for competitive
attraction depends on the volume customers
desired.

8. Competitive capability
The more business interchange customers, the great
the benefits for being in a complementary cluster
with other business Competitive capability is
important to such services such as automobile
rental agencies. Locating at near hotels and
airports allows an interchange of customers tourist
attraction and hotels both benefits from
competitive compatibility because of the mutual
interchange of customers. the same is true for
restaurants and hotels and for airports .

9. Accessibility
For services where the customers must go to the
firms place of business, accessibility becomes an
important issue.

10. PHYSICAL FACILITY
Components of the physical facility that impact both
customers and employees include the
Exterior and interior decor, layout, furniture, and
Equipment.
Exterior appearance
Firm employing a service quality operational approach
will want to design the exterior of that facility to convey
an image of high technical service or high functional
service. for example security is important for travelers
is selection of lodging, so hotels will want to design
their facility in such a way that it appears to be safe.

11. Interior appearance
Interior items that affect the service atmosphere
include the color of the walls and the material they
are made of the signs that are posted and the
decorations, furniture, equipment and personal
Artifacts found on desk and walls.

12. Ambient conditions
Ambient conditions affect customers and
Employees physiologically. these factors include
Such things as the temperature of the facility, noise,
music, other sounds, air quality .

13. Interpersonal factors
Employees appearance and behavior
The appearance of service personnel will often
Affect customers cognitive beliefs about the quality of
service they will receive.
Impact of crowding
crowding is based on ones personal preference it
normally produces a negative reaction and
avoidance behaviors.