如何正确使用汽车防盗器系统英文版34054.pptx

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1、Slide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-1Chapter 10:Crafting the Service Environment汽车防盗器Slide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-2Overview of Chapter 10What Is the Purpose of Service Environments?Understanding Consumer Responses to

2、Service EnvironmentsDimensions of the Service EnvironmentPutting It All TogetherSlide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-3What Is the Purpose of Service Environments?Slide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-4Purpose of Service Environ

3、mentsHelps firm to create distinctive image and unique positioningService environment affects buyer behavior in three ways:Message-creating medium:Symbolic cues to communicate the distinctive nature and quality of the service experienceAttention-creating medium:Make servicescape stand out from compe

4、tition and attract customers from target segmentsEffect-creating medium:Use colors,textures,sounds,scents and spatial design to enhance desired service experience Slide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-5Comparison of Hotel Lobbies(Fig 10.1)Four Seasons Hotel,New Yo

5、rk Orbit Hotel and Hostel,Los Angeles Each servicescape clearly communicates and reinforces its hotels respective positioning and sets service expectations as guests arriveSlide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-6Physical surroundings help shape appropriate feelings

6、 and reactions in customers and employeesFor example:Disneyland,Denmarks LegolandServicescapes form a core part of the value propositionFor example:Club Med,Las Vegas,Florida-based Muvico-Las Vegas:Repositioned itself to a somewhat more wholesome fun resort,visually striking entertainment center-Flo

7、rida-based Muvico:Builds extravagant movie theatres and offers plush amenities.“What sets you apart is how you package it.”(Muvicos CEO,Hamid Hashemi)The power of servicescapes is being discovered Servicescape as Part of Value PropositionSlide2007byChristopherLovelockandJochenWirtzServicesMarketing6

8、/EChapter10-7Understanding Consumer Responses to Service EnvironmentsSlide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-8The Mehrabian-Russell Stimulus-Response Model(Fig 10.2)Response/Behavior:Approach Avoidance and Cognitive ProcessesEnvironmental Stimuli and Cognitive Proce

9、ssesDimensions of Affect:Pleasure and ArousalFeelings Are a Key Driver of Customer Responses to Service Environments Slide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-9Insights from Mehrabian-Russell Stimulus-Response ModelSimple yet fundamental model of how people respond to

10、 environmentsThe environment,its conscious and unconscious perceptions,and interpretation influence how people feel in that environmentFeelings,rather than perceptions/thoughts drive behaviorTypical outcome variable is“approach”or“avoidance”of an environment,but other possible outcomes can be added

11、to modelSlide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-10The Russell Model of AffectFig 10.3 ArousingPleasant SleepyUnpleasantExcitingRelaxingBoringDistressingSlide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-11Insights from Russell Model of AffectE

12、motional responses to environments can be described along two main dimensions:Pleasure:Direct,subjective,depending on how much individual likes or dislikes environmentArousal:How stimulated individual feels,depends largely on information rate or load of an environmentRussell separated cognitive part

13、 of emotions from these two emotional dimensionsAdvantage:simplicity,allows a direct assessment of how customers feelFirms can set targets for affective statesSlide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-12Drivers of AffectAffect can be caused by perceptions and cognitiv

14、e processes of any degree of complexityIts the simple cognitive processes that determine how people feel in a service settingIf higher levels of cognitive processes are triggered,the interpretation of this process determines peoples feelingsThe more complex a cognitive process becomes,the more power

15、ful its potential impact on affect.However,most service encounters are routine and simple processes can determine affect.Slide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-13Behavioral Consequence of Affect Pleasant environments result in approach,whereas unpleasant ones resul

16、t in avoidanceArousal amplifies the basic effect of pleasure on behavior If environment is pleasant,increasing arousal can generate excitement,leading to a stronger positive consumer responseIf environment is unpleasant,increasing arousal level will move customers into the“distressed”region Feelings

17、 during service encounters are an important driver of customer loyaltySlide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-14AmbientConditionsSpace/FunctionSigns,Symbols,and ArtifactsCognitiveEmotional PsychologicalAn Integrative Framework:Bitners Servicescape Model(Fig 10.4)ENV

18、IRONMENTAL DIMENSIONSHOLISTIC ENVIRONMENTMODERATORSINTERNAL RESPONSESBEHAVIORSource:Mary J.Bitner,“Servicescapes:The Impact of Physical Surroundings on Customers and Employees,”Journal of Marketing 56(April 1992),pp.57-71.Perceived ServicescapeEmployeeResponse ModeratorCustomer Response Moderator Em

19、ployee Responses Customer ResponsesCognitiveEmotional PsychologicalApproachAffiliationExplorationStay longerSatisfactionAvoid(opposite of approach)ApproachAttractionStay/ExploreSpend More$SatisfactionAvoid(opposite of approach)Social Interaction Between Customers and EmployeesSlide2007byChristopherL

20、ovelockandJochenWirtzServicesMarketing6/EChapter10-15An Integrative Framework:Bitners Servicescape Model(2)Identifies the main dimensions in a service environment and views them holisticallyInternal customer and employee responses can be categorized into cognitive,emotional,and psychological respons

21、es,which lead to overt behavioral responses towards the environmentKey to effective design is how well each individual dimension fits together with everything elseSlide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-16Dimensions of the Service EnvironmentSlide2007byChristopherLo

22、velockandJochenWirtzServicesMarketing6/EChapter10-17Main Dimensions in Servicescape ModelAmbient Conditions Characteristics of environment pertaining to our five sensesSpatial Layout and Functionality Spatial layout:Floorplan Size and shape of furnishings,counters,machinery,equipment,and how they ar

23、e arranged Functionality:Ability of those items to facilitate performance Signs,Symbols,and ArtifactsExplicit or implicit signals to:-Communicate firms image-Help consumers find their way-Convey rules of behaviorSlide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-18Impact of Am

24、bient ConditionsAmbient environment is composed of hundreds of design elements and details that must work together to create desired service environmentAmbient conditions are perceived both separately and holistically,and include:Lighting and color schemesSize and shape perceptionsSounds such as noi

25、se and musicTemperatureScentsClever design of these conditions can elicit desired behavioral responses among consumers Slide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-19 Impact of MusicIn service settings,music can have a powerful effect on perceptions and behaviors,even if

26、 played at barely audible levelsStructural characteristics of musicsuch as tempo,volume,and harmonyare perceived holisticallyFast 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 o

27、f music can deter wrong type of customersSlide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-20Impact of Music on Restaurant Diners Restaurant Patron BehaviorFast-beat Music EnvironmentSlow-beat Music EnvironmentDifference between Slow-and Fast-beat Environments Absolute Differ

28、ence%Difference Consumer time spent at table 45min56min+11min+24%Spending on food$55.12$55.81+$0.69+1%Spending on beverages$21.62$30.47+$8.85+41%Total spending$76.74$86.28+$9.54+12%Estimated gross margin$48.62$55.82+$7.20+15%Source:RonaldE.Milliman(1982),“UsingBackgroundMusictoAffecttheBehaviorofSup

29、ermarketShoppers,”Journal Of Marketing,56(3):pp.8691Slide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-21Impact of ScentAn ambient smell is one that pervades an environment May or may not be consciously perceived by customersNot related to any particular product Scents have di

30、stinct characteristics and can be used to solicit emotional,physiological,and behavioral responsesIn service settings,research has shown that scents can have significant effect on customer perceptions,attitudes,and behaviorsSlide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-22

31、Effects of Scents on Perceptions of Store Environments(1)Evaluation Unscented Environment Mean RatingsScented Environment Mean Ratings Difference Store EvaluationNegative/positive 4.655.24+0.59Outdated/modern3.764.72+0.96Store Environment Unattractive/attractive4.124.98+0.86Drab/colorful 3.634.72+1.

32、09Boring/Stimulating 3.754.40+0.65Source:EricR.Spangenberg,AynE.Crowley,andPamelaW.Hendersen(1996),“ImprovingtheStoreEnvironment:DoOlfactoryCuesAffectEvaluationsandBehaviors?,”Journal Of Marketing,(April):pp.6780.Slide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-23Effects of

33、Scents on Perceptions of Store Environments(2)Evaluation Unscented Environment Mean RatingsScented Environment Mean Ratings Difference MerchandiseOutdated/up-to-date style4.715.43+0.72Inadequate/adequate3.804.65+0.85Low/high quality4.815.48+0.67Low/high price5.204.93-0.27Source:EricR.Spangenberg,Ayn

34、E.Crowley,andPamelaW.Hendersen(1996),“ImprovingtheStoreEnvironment:DoOlfactoryCuesAffectEvaluationsandBehaviors?,”Journal Of Marketing,(April):pp.6780Slide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-24Aromatherapy:Effects of Selected Fragrances on People(Table 10.2)Fragrance

35、 Aroma Type Aroma-Therapy ClassTraditional UsePotential Psychological Effect on People EucalyptusCamphor-aceousToning,stimulatingDeodorant,antiseptic,soothing agentStimulating and energizingLavenderHerbaceous Calming,balancing,soothing Muscle relaxant,soothing agent,astringentRelaxing and calmingLem

36、onCitrusEnergizing,upliftingAntiseptic,soothing agentSoothing energy levelsBlack pepper SpicyBalancing,soothing Muscle relaxant,aphrodisiacBalancing peoples emotionsSlide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-25Impact of ColorColors can be stimulating,calming,expressive

37、,disturbing,impressional,cultural,exuberant,symbolic Color pervades every aspect of our lives,embellishes the ordinary,gives beauty and drama to everyday objectsColors have a strong impact on peoples feelings Colors can be defined into three dimensions:Hue is the pigment of the color Value is the de

38、gree of lightness or darkness of the colorChroma refers to hue-intensity,saturation,or brilliance Slide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-26Common Associations and Human Responses to Colors (Table 10.3)Color Degree of Warmth Nature SymbolCommon Association and Human

39、 Responses to Color Red Warm Earth High energy and passion;can excite and stimulateOrange Warmest Sunset Emotions,expressions,warmthYellowWarmSunOptimism,clarity,intellect,mood-enhancingGreen CoolGrowth,grass,and trees Nurturing,healing,unconditional love Blue CoolestSky and ocean Relaxation,serenit

40、y,loyalty IndigoCoolSunsetMediation and spiritualityVioletCoolViolet flowerSpirituality,reduces stress,can create an inner feeling of calmSlide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-27Impact of Signs,Symbols,and ArtifactsGuide customers clearly through process of servic

41、e delivery Customers will automatically try to draw meaning from the signs,symbols,and artifactsUnclear signals from a servicescape can result in anxiety and uncertainty about how to proceed and obtain the desired service For instance,signs can be used to reinforce behavioral rules(see picture on ne

42、xt slide)Slide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-28Signs Teach and Reinforce Behavioral Rules in Service Settings(Fig 10.7)Note:Fines are in Singapore dollars(equivalent to roughly US$300)Slide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-29Pe

43、ople Are Part of theService Environment(Fig 10.8)Distinctive Servicescapes Create Customer Expectations Slide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-30Putting It All TogetherSlide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-31Selection of Environm

44、ental Design ElementsConsumers perceive service environments holisticallyDesign with a holistic viewServicescapes have to be seen holistically:No dimension of design can be optimized in isolation,because everything depends on everything elseHolistic characteristic of environments makes designing ser

45、vice environment an artSee Research Insights 10.2:Match and Mismatch of Scent and Music in SingaporeMust design from a customers perspectiveSlide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-32Tools to Guide Servicescape DesignKeen observation of customers behavior and respons

46、es to the service environment by management,supervisors,branch managers,and frontline staffFeedback and ideas from frontline staff and customers,using a broad array of research tools from suggestion boxes to focus groups and surveys.Field experiments can be used to manipulate specific dimensions in

47、an environment and the effects observed.Blueprinting or service mappingextended to include physical evidence in the environment.Slide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-33Summary of Chapter 10:Crafting the Service Environment(1)Service environment:Shapes customers ex

48、periences and behaviorFacilitates service encounters Enhances productivityMehrabian-Russell stimulus-response model and Russells model of affect help us understand customer responses to service environmentsPleasure and arousalApproach/avoidanceServicescape model is integrative framework of consumer

49、responses to service environments.Main dimensions:Ambient conditionsmusic,scent,color,etc.Spatial layout and functionalitySigns,symbols,and artifactsPeople are also part of service environmentSlide2007byChristopherLovelockandJochenWirtzServicesMarketing6/EChapter10-34Summary of Chapter 10:Crafting t

50、he Service Environment(2)Putting it all together,firms should:Design with a holistic viewDesign from a customers perspectiveUse tools to guide servicescape designSome tools for guiding servicescape design are:Keen observation of customers behavior and responses in service environmentsFeedback and id