《如何正确使用汽车防盗器系统英文版》由会员分享，可在线阅读，更多相关《如何正确使用汽车防盗器系统英文版（34页珍藏版）》请在金锄头文库上搜索。
1、 Chapter10 CraftingtheServiceEnvironment 汽车防盗器 OverviewofChapter10 WhatIsthePurposeofServiceEnvironments UnderstandingConsumerResponsestoServiceEnvironmentsDimensionsoftheServiceEnvironmentPuttingItAllTogether WhatIsthePurposeofServiceEnvironments PurposeofServiceEnvironments Helpsfirmtocreatedistin
2、ctiveimageanduniquepositioningServiceenvironmentaffectsbuyerbehaviorinthreeways Message creatingmedium SymboliccuestocommunicatethedistinctivenatureandqualityoftheserviceexperienceAttention creatingmedium MakeservicescapestandoutfromcompetitionandattractcustomersfromtargetsegmentsEffect creatingmedi
3、um Usecolors textures sounds scentsandspatialdesigntoenhancedesiredserviceexperience ComparisonofHotelLobbies Fig10 1 FourSeasonsHotel NewYork OrbitHotelandHostel LosAngeles Eachservicescapeclearlycommunicatesandreinforcesitshotel srespectivepositioningandsetsserviceexpectationsasguestsarrive Physic
4、alsurroundingshelpshapeappropriatefeelingsandreactionsincustomersandemployeesForexample Disneyland Denmark sLegolandServicescapesformacorepartofthevaluepropositionForexample ClubMed LasVegas Florida basedMuvicoLasVegas Repositioneditselftoasomewhatmorewholesomefunresort visuallystrikingentertainment
5、centerFlorida basedMuvico Buildsextravagantmovietheatresandoffersplushamenities Whatsetsyouapartishowyoupackageit Muvico sCEO HamidHashemi Thepowerofservicescapesisbeingdiscovered ServicescapeasPartofValueProposition UnderstandingConsumerResponsestoServiceEnvironments TheMehrabian RussellStimulus Re
6、sponseModel Fig10 2 Response Behavior ApproachAvoidanceandCognitiveProcesses EnvironmentalStimuliandCognitiveProcesses DimensionsofAffect PleasureandArousal FeelingsAreaKeyDriverofCustomerResponsestoServiceEnvironments InsightsfromMehrabian RussellStimulus ResponseModel Simpleyetfundamentalmodelofho
7、wpeoplerespondtoenvironmentsTheenvironment itsconsciousandunconsciousperceptions andinterpretationinfluencehowpeoplefeelinthatenvironmentFeelings ratherthanperceptions thoughtsdrivebehaviorTypicaloutcomevariableis approach or avoidance ofanenvironment butotherpossibleoutcomescanbeaddedtomodel TheRus
8、sellModelofAffectFig10 3 InsightsfromRussellModelofAffect Emotionalresponsestoenvironmentscanbedescribedalongtwomaindimensions Pleasure Direct subjective dependingonhowmuchindividuallikesordislikesenvironmentArousal Howstimulatedindividualfeels dependslargelyoninformationrateorloadofanenvironmentRus
9、sellseparatedcognitivepartofemotionsfromthesetwoemotionaldimensionsAdvantage simplicity allowsadirectassessmentofhowcustomersfeelFirmscansettargetsforaffectivestates DriversofAffect AffectcanbecausedbyperceptionsandcognitiveprocessesofanydegreeofcomplexityIt sthesimplecognitiveprocessesthatdetermine
10、howpeoplefeelinaservicesettingIfhigherlevelsofcognitiveprocessesaretriggered theinterpretationofthisprocessdeterminespeople sfeelingsThemorecomplexacognitiveprocessbecomes themorepowerfulitspotentialimpactonaffect However mostserviceencountersareroutineandsimpleprocessescandetermineaffect Behavioral
11、ConsequenceofAffect Pleasantenvironmentsresultinapproach whereasunpleasantonesresultinavoidanceArousalamplifiesthebasiceffectofpleasureonbehaviorIfenvironmentispleasant increasingarousalcangenerateexcitement leadingtoastrongerpositiveconsumerresponseIfenvironmentisunpleasant increasingarousallevelwi
12、llmovecustomersintothe distressed regionFeelingsduringserviceencountersareanimportantdriverofcustomerloyalty AmbientConditionsSpace FunctionSigns Symbols andArtifacts AnIntegrativeFramework Bitner sServicescapeModel Fig10 4 ENVIRONMENTALDIMENSIONS HOLISTICENVIRONMENT MODERATORS INTERNALRESPONSES BEH
13、AVIOR Source MaryJ Bitner Servicescapes TheImpactofPhysicalSurroundingsonCustomersandEmployees JournalofMarketing56 April1992 pp 57 71 PerceivedServicescape CustomerResponseModerator CustomerResponses CognitiveEmotionalPsychological ApproachAttractionStay ExploreSpendMore SatisfactionAvoid oppositeo
14、fapproach SocialInteractionBetweenCustomersandEmployees AnIntegrativeFramework Bitner sServicescapeModel 2 IdentifiesthemaindimensionsinaserviceenvironmentandviewsthemholisticallyInternalcustomerandemployeeresponsescanbecategorizedintocognitive emotional andpsychologicalresponses whichleadtoovertbeh
15、avioralresponsestowardstheenvironmentKeytoeffectivedesignishowwelleachindividualdimensionfitstogetherwitheverythingelse DimensionsoftheServiceEnvironment MainDimensionsinServicescapeModel AmbientConditionsCharacteristicsofenvironmentpertainingtoourfivesensesSpatialLayoutandFunctionalitySpatiallayout
16、 FloorplanSizeandshapeoffurnishings counters machinery equipment andhowtheyarearrangedFunctionality AbilityofthoseitemstofacilitateperformanceSigns Symbols andArtifactsExplicitorimplicitsignalsto Communicatefirm simageHelpconsumersfindtheirwayConveyrulesofbehavior ImpactofAmbientConditions AmbientenvironmentiscomposedofhundredsofdesignelementsanddetailsthatmustworktogethertocreatedesiredserviceenvironmentAmbientconditionsareperceivedbothseparatelyandholistically andinclude Lightingandcolorscheme
