1. Chapter 5: Designing The Service Setting
1.1. What is a Service Setting?
1.1.1. Service Setting or Servicescape
1.1.2. Includes all aspects of the physical environment in which the service provider and customer interact
1.1.3. Setting's features that influence the character of a service
1.1.3.1. Colors or brightness of the surroundings
1.1.3.2. Volume & Pitch of sounds
1.1.3.3. Scents or aromas
1.1.3.4. Freshness & Temperature of the air
1.1.3.5. Use of space
1.1.3.6. Style & Comfort of the furnishings
1.1.3.7. Environment's design & Cleanliness
1.1.3.8. Host of other atmospherics
1.1.4. Various elements that constitute service settings as:
1.1.4.1. Movie theater
1.1.4.2. Opera hall
1.1.4.3. Gambling casino
1.1.4.4. Hospital
1.1.4.5. Hotel
1.1.4.6. Airport
1.1.4.7. Shopping mall
1.1.4.8. University
1.1.5. Creates the first impression for customers
1.1.6. Other types of settings
1.1.6.1. (1) Postalspace
1.1.6.1.1. for mail-order service
1.1.6.2. (2) Telespace
1.1.6.2.1. for long-distance telephone service
1.1.6.3. (3) Cyberspace
1.1.6.3.1. for online services
1.2. Key Considerations in Designing the Service Setting
1.2.1. The Duration of the Service Setting
1.2.1.1. It becomes more significant when the customer spends substantial time in the environment
1.2.2. Service Setting as an Operational Tool
1.2.2.1. A well-equipped setting can greatly improve an organization's service productivity
1.2.3. Service Setting as a service Identifier
1.2.3.1. It represents its chief means of distinguishing itself & becomes the most important element in the organization's services marketing mix
1.2.4. Service Setting as an Orientation Tool
1.2.4.1. Its design can facilitate or hinder the customer's understanding of the service process
1.2.5. The Appeal of the Service Setting
1.2.5.1. Setting characteristics that attract one type of customer may repel another
1.2.5.1.1. Approach environment
1.2.5.1.2. Avoidance environment
1.2.6. Service Setting as the Workers' "Home Away From Home"
1.2.6.1. It should be comfortable for the workers and facilitate their ability to perform their appointed tasks & appeal to the service customers
1.3. The Service Setting as a Marketing Tool
1.3.1. Organizations focus their attention on 3 broad issues related to a setting's design:
1.3.1.1. (1) Managing Tangible Evidence
1.3.1.1.1. Organizations should strive to ensure that every aspect of the setting makes the desired impression on their customers
1.3.1.2. (2) Frontstage Versus Backstage Decisions
1.3.1.2.1. Organizations may be advised to shrink the frontstage by moving some of the service assembly, service personnel, or setting features to the back region
1.3.1.3. (3) Experimenting With The Service Setting
1.3.1.3.1. The greater the change to a service setting, the more an organization gains from experimenting
1.4. E-Servicescape as a Service Setting
1.4.1. What is E-Servicescape setting?
1.4.1.1. Any Web site on the Internet
1.4.1.1.1. e.g. Amazon.com
1.4.1.2. It is subject to the same concepts that apply to managing the tangible evidence of a conventional service environment
1.4.1.3. Can be measured for:
1.4.1.3.1. Ambient conditions
1.4.1.3.2. Spatial Layout & Functionality
1.4.1.3.3. Signs, Symbols & Artifacts