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PHYSICAL EVIDENCE AND THE SERVICESCAPE Chapter 10 Donna J. Hill, Ph.D. Service Marketing Spring 2000.

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Presentasi berjudul: "PHYSICAL EVIDENCE AND THE SERVICESCAPE Chapter 10 Donna J. Hill, Ph.D. Service Marketing Spring 2000."— Transcript presentasi:

1 PHYSICAL EVIDENCE AND THE SERVICESCAPE Chapter 10 Donna J. Hill, Ph.D. Service Marketing Spring 2000

2 Servicescape s Physical facility --- (interior & exterior) s Ambient conditions ---(temp. colors, noises, smells) s Other tangibles

3 Table 10-1 Elements of Physical Evidence

4 Impact of Service Environment s Purchase decision s Expectations s Service quality evaluations s Satisfaction

5 Table 10-2 Examples of Physical Evidence from the Customer’s Point of View

6 Table 10-3 Typology of Service Organizations Based on Variations in Form and Use of the Servicescape

7 Roles of the Servicescape s Package s Facilitator s Socialize s Differentiator

8 Figure 10-3 A Framework for Understanding Environment-user Relationships in Service Organizations Source: Adapted from Mary Jo Bitner, “Servicescapes.” PHYSICAL ENVIRONMENTAL DIMENSIONS HOLISTIC ENVIRONMENT INTERNAL RESPONSES BEHAVIOR Ambient Conditions Space/Function Signs, Symbols, and Artifacts Perceived Servicescap e Cognitive Emotional Physiologica l Cognitive Emotional Physiologica l Employee Responses Customer Responses Individual Behaviors Social Interactions between and among customer and employees Individual Behaviors

9 Framework for Understanding Servicescape Effects on Behavior s Internal Responses –Cognitive --- knowledge structure –Affective ---feelings & emotions –Physiological--- changes in

10 Knowledge Structures s Beliefs s Categorization s Symbolic Meaning

11 Emotional s Mood s Attitude

12 Affective Responses Arousing Sleeping PleasantUnpleasant Distressing GloomyRelaxing Exciting

13 Physiological Responses s Heart beat rate s Pupil dilation s Tears s Perspiration s Pain

14 Physiological Responses Cognitive Physiological Affective Behavioral

15 Individual Behaviors Created by Servicescape s Approach behaviors s Avoidance behaviors s Arousal seekers s Arousal avoiders s Environmental stimuli screeners s Environmental stimuli nonscreeners

16 Social Interactions s Between and among customers and employees

17 Environmental Dimensions s Ambient Conditions s Spatial Layout and Functionality s Signs, Symbols and Artifacts

18 Perceptions of Crowding s Environmental cues s Shopping motives s Constraints s Expectations of crowding

19 Impact of Crowding s Affective reactions s Reduce browsing s Adjust purchases s Reduce interaction with employees s Less confidence in purchase decision s Dissatisfied with experience s Reduce image of firm s Modify future purchase intentions Short-termLong-term

20 Maximizing the Service Environment 1. Recognize strategic impact. 2. Blueprint 3. Clarify roles of the Servicescape 4. Assess and identify physical evidence opportunities. 5. Update and modernize.

21 Servicescape Positioning Cost Efficiency Customization Service Quality Firm Customer s Employees (Technical) (Functional)

22 Objectives and Goals s Customization s Functional Service s Technical Service s Cost Efficiency s Meet Needs of Customers s Meet needs of customers s Maximize employee efficiency s Reduce costs and increase productivity

23 Choosing the Location s Operational Position s Merchantability s Traffic interception s Cumulative competitive attraction s Competitive compatibility s Accessibility

24 Physical Facility Exterior Appearance Interior Appearance Ambient Conditions Interpersonal Factors Employee Appearance Employee Behavior Cost Efficiency: Maximize efficiency & productivity. Customization: Focus on customers. Technical SQ..: Maximize quality of technical output. Functional SQ..: Maximize quality of customer interaction.

25 Strategies to Reduce Impact of Crowding Operations Management: 1. Modify layout of facility. 2. Reduce capacity of facility. 3. Control number of customers in facility. 4. Hire more customer contact personnel. Perceptions Management: 1. Use signs. 2. Modify ambient conditions.

26 Entertainment Services s Spectator Sports s Recreational Theme Parks

27 Latihan 1. Apakah yang dimaskud dengan bukti fisik, dan mengapa hal ini termasuk ke dalam bagian ilmu pemasaran 2. Jelaskan dan berikan contoh mengapa srvicecapes memegang peran strategis dalam hal: package, facilitator, socializer, dan differentiator. 3. Bayangkan anda memiliki foto kopi dan mesin cetak, bagaimana caranya anda akan menerapkan serivecape tipologi 4. Bagaimana bukti fisik dapat mengatasi gap 2? Jelaskan. s

28 Latihan (ljt) 5. Mengapa karyawan dan pelanggan termasuk ke dalam kerangka pemahaman efek servicecape ? 6. Gunakan pengalaman sendiri, berikan contoh kapan anda dipengaruhi oleh affected cognitively, emotionally, and phsyologically dengan menggunakan unsur serivecape. Dikerjakan oleh keloml I. Cewek, kelompok II cowok. Kel I menjawab soal, kel II menyanggah atau menyempurnakan. Jawaban diunggah di blog dengan halaman yang telah disediakan.


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