MKTG470_Chapter 10 in class

MKTG470_Chapter 10 in class - Chapter 10: Crafting Service...

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Unformatted text preview: Chapter 10: Crafting Service Environments Purpose of Service Environments Helps firm to create distinctive image and unique positioning Service environment affects (shapes) behavior in three ways: Message-creating medium Attention-creating medium Effect-creating medium Comparison of Hotel Lobbies Four Seasons Hotel, New York Orbit Hotel, Los Angeles Each servicescape clearly communicates and reinforces each hotels respective positioning and sets service expectations as guests arrive The Mehrabian-Russell Stimulus-Response Model Response/ Behavior: Approach/ Avoidance and Cognitive Processes Environmental Stimuli and Cognitive Processes Affective Response: Pleasure and Arousal Feelings Are a Key Driver of Customer Responses to Service Environments Insights from Mehrabian-Russell Stimulus-Response Model Simple, fundamental model of how people respond to environments The environment, its conscious and unconscious perceptions, and interpretation influence how people feel Feelings, rather than perceptions/thoughts drive behavior Typical outcome variable is approach or avoidance of an environment, but other possible outcomes can be added The Russell Model of Affect Arousing Pleasant Sleepy Unpleasant Exciting Relaxing Boring Distressing Insights from Russell Model of Affect Emotional responses to environments can be described along two main dimensions: Pleasure Arousal Novelty Complexity Advantage: simplicity, allows a direct assessment of how customers feel Ambient Conditions Space/ Function Signs, Symbols, and Artifacts Cognitive Emotional Psychological An Integrative Framework: Bitners Servicescape Model ENVIRONMENTAL DIMENSIONS HOLISTIC ENVIRONMENT MODERATORSINTERNAL RESPONSES...
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MKTG470_Chapter 10 in class - Chapter 10: Crafting Service...

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