This document discusses service environments and their impact on customer experience. It begins by defining service environments and how they are used to communicate positioning, shape productivity, guide customers, and provide competitive advantage. Several examples are then given of how different elements of service environments like lighting, music, color, signage, and spatial layout influence customer feelings and behavior. Guidelines are outlined for effectively designing service environments to create desired customer perceptions and outcomes. The document emphasizes that service environments should be carefully crafted considering the customer experience from start to finish.

1. Service Marketing
Group Members:
Sana Sarfraz BBS-14-4
Areej Javed BBS-14-22
Sanam Khan BBS-14-32
Usman Amjad BBS-14-37
Ali Waheed BBS-14-44
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2. Crafting The
Service
Environment

3. “
“Managers need to develop a better understanding of
the interface between the resources they manipulate in
atmospherics and the experience they want to create for
the cstomer”
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4. Service
Enviornment
Service Environment communicate and determine
the positioning of services, shape employee as well as
customer productivity, guide customers through the
delivery system, and may represent a core
component of firm’s search for competitive
advantage.
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5. 1.
What is the purpose of

6. Purpose of
Service
Enviornment
○ Helps firm to create distinctive image and unique positioning
○ Service environment affects buyer behavior in three ways:
◦ Message-creating medium: Symbolic cues to
communicate the distinctive nature and quality of the
service experience
◦ Attention-creating medium: Make services cape stand
out from competition and attract customers from target
segments
◦ Effect-creating medium: Use colors, textures, sounds,
scents and spatial design to enhance desired service
experience
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7. Comparison of
Hotel Lobbies
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8. 8
Each services cape clearly communicates and reinforces its hotel’s
respective positioning and sets service expectations as guests arrive

9. Shaping
Consumers’
Experiances and
Behaviour
1:
As a message creating
medium using symbolic
cues to communicate to
intended audience about
the distinctive nature
and quality of the
service experiance.
2:
As an attention creating
medium to make the
servicescape stand out
from that of competing
establishments and to
attract customers from
target segments.
3:
As an affect creating
medium , employing
colors, textures, sound,
Scents and special
design to enhance the
desired service
experience.
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10. Understanding
Consumer
Responses to
Service
Environments “Feelings Are a Key
Driver of Customer
Responses to Service
Environments”
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11. The Mehrabian-Russell Stimulus-Response Model 11
Environmental
Stimuli and Cognitive
Processes
Response/
Behavior:
Approach
Avoidance and
Cognitive
Processes
Dimensions of
Affect:
Pleasure and
Arousal

12. The Russell
Model of Affect
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Arousing
Pleasant
Sleepy
Unpleasant
Exciting
Relaxing
Boring
Distressing

14. Drivers of
Affect

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1. Affect can be caused by perceptions and cognitive processes of
any degree of complexity
2. It’s the simple cognitive processes that determine how people
feel in a service setting
3. If higher levels of cognitive processes are triggered, the
interpretation of this process determines people’s feelings
4. The more complex a cognitive process becomes, the more
powerful its potential impact on affect.
5. However, most service encounters are routine and simple
processes can determine affect.

16. 16
Design Elements of a Retail Store Environment
I. Exterior Facilities
II. General interior
III. Store layout
IV.Interior display
V. Social dimensions

17. Impact of Music
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○ In service settings, music can have a powerful effect on
perceptions and behaviors, even if played at barely audible
levels
○ Structural characteristics of music, such as tempo, volume,
and harmony are perceived holistically
◦ Fast tempo music and high volume music increase
arousal levels
◦ People tend to adjust their pace, either voluntarily or
involuntarily, to match tempo of music
○ Careful selection of music can deter wrong type of customers

18. Impact of Color
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○ Colors can be stimulating, calming, expressive, disturbing,
impressionable, cultural, exuberant, symbolic.
○ Color pervades every aspect of our lives, embellishes the
ordinary, gives beauty and drama to everyday objects.
○ Colors have a strong impact on people’s feelings .
○ Colors can be defined into three dimensions:
◦ Hue is the pigment of the color .
◦ Value is the degree of lightness or darkness of the color.
◦ Chrome refers to hue-intensity, saturation, or brilliance.

19. Dimensions of
the Service
Environment

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Spatial Layout and Functionality
Spatial layout:
•Floor plan
•Size and shape of furnishings, counters, machinery, equipment, and how
they are arranged
•Functionality: Ability of those items to facilitate performance
Signs, Symbols, and Artifacts
•Explicit or implicit signals to:
•Communicate firm’s image
•Help consumers find their way
•Convey rules of behavior

21. “People are the Part of the services environment , Too
The appearances and behavior of both services
personnel and customers can reinforce or
detract from the impression created by
services environment.
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22. 22
Guideline for Parking Design
 Friendly warnings.
 Fresh paint.
 Safety lighting.
 Maternity parking.
 Help customer remember where they left their
vehicle.

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○ Design with a holistic view
Whether a dark , glossy wooden floor is the perfect flooring depend
on everything else in that service environment including the type ,
the color scheme and materials of the furniture , the lighting , the
promotional material to the overall brand perception and positioning
of the firm.

25. Design for a
consumer
perception
Two new high profile services
 A new Sheraton hotel just had opened in jordan without clear
signage that would guide guests from the ballrooms to the
ballrooms. The signs that did exist were etched in muted gold
on dark marble pillars. More obvious signs were apparently
inappropriate amidst such elegant décor.
 At the Dragon Air Lounge in Hong Kong's new airport a
partition of colorful glass hung from the ceiling . My luggage
lightly brushed against it ass I walked inside. The entire
partition shook and several panels came undone. A staff
member hurried over And began carefully reassembling the
panels.
I apologized profusely. Don’t worry she replied
‘ This happens all the time’ an airport lounge is a heavy
traffic area . People are always moving in and out. Ron
Kaufman keep asking ? ‘ where were the interior designers
thinking ? Who were they designing for? ‘
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 Alain finds following
Problems
(A) Ambient Conditions:
1) Store is not clean
2) Too hot inside the store or the
shopping mall.
3) Music inside the store too loud
4) Bad smell in the store

27. (B) Environmental design
variable
1) No mirror in the dressing room.
2) Unable to find what one needs.
3)directors within the store are
inadequate.
4) store is too small
5) findings the way in a large
shopping center

28. Tools to
guide
service-scape
design
○ Keen Observation of
customers.
○ Feedback and ideas from front-
line staff and customers.
○ Field experiments , which can
be used to manipulate specific
dimensions.
○ Blueprinting or services
mapping can be extended to
including the physical evidence
in the environment.

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Visit to the movies
( The services environment as perceived by the Customer)
 Locate a parking lot.
 Queuing up to obtain tickets.
 Checking of tickets to enter the theater.
 Go to the restroom before the movies start .
 Enter the theater and locate your seat.
 Watch the movie.
 Leave the theater and return to car.

30. ““Cinema “
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31. “
Any questions?
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Thanks!