Chapter 5 Designing the Service Setting Fisk Grove John-4 e

Chapter 5 Designing the Service Setting Fisk/Grove/John-4 e, Copyright © Cengage Learning. All rights reserved. 1|1

Objectives 1. To examine the various features of a service setting 2. To discuss the key considerations involved in designing the service setting 3. To explain the role of the service setting as an aspect of marketing a service 4. To discuss e-servicescapes as a service setting Fisk/Grove/John-4 e, Copyright © Cengage Learning. All rights reserved. 1|2

Outline I. Introduction II. What Is a Service Setting? III. Key Considerations in Designing the Service Setting IV. The Service Setting as a Marketing Tool V. E-Servicescape as a Service Setting VI. Summary and Conclusion Fisk/Grove/John-4 e, Copyright © Cengage Learning. All rights reserved. 1|3

What Is a Service Setting? • A service setting, sometimes called a servicescape, includes all aspects of the physical environment in which the service provider and customer interact. Fisk/Grove/John-4 e, Copyright © Cengage Learning. All rights reserved. 1|4

Key Considerations in Designing the Service Setting • The Duration of the Service Setting – Customer spends significant time in setting • Service Setting as an Operational Tool – Efficiency lowers operating costs • Service Setting as a Service Identifier – Product differentiating tool • Service Setting as an Orientation Tool – Improve customer understanding of service process Fisk/Grove/John-4 e, Copyright © Cengage Learning. All rights reserved. 1|5

Key Considerations in Designing the Service Setting (cont’d) • The Appeal of the Service Setting – An approach environment is a setting in which the customer feels comfortable and wishes to spend time – An avoidance environment is a setting that the customer finds undesirable and uninviting • Service Setting as the Workers’ “Home Away from Home” – Comfortable setting for workers which will facilitate their ability to perform Fisk/Grove/John-4 e, Copyright © Cengage Learning. All rights reserved. 1|6

The Service Setting as a Marketing Tool • Managing Tangible Evidence – Carefully consider the potential impact of even the smallest physical element. • Frontstage Versus Backstage Decisions – The frontstage area of a service setting is always on display to customers, while the backstage is concealed from their view. • Experimenting with the Service Setting – Allows managers to try out new setting features on a limited basis before embracing them on a full scale. Fisk/Grove/John-4 e, Copyright © Cengage Learning. All rights reserved. 1|7

E-Servicescape as a Service Setting • An e-servicescape setting is any web site on the Internet. E-servicescape settings are subject to the same concepts that apply to managing the tangible evidence of a conventional service environment. – Atmospherics – functional and aesthetically pleasing – Measured for ambient conditions, their spatial layout, functionality and their signs, symbols and artifacts Fisk/Grove/John-4 e, Copyright © Cengage Learning. All rights reserved. 1|8

Web Sites • The Louvre Museum (http: //www. louvre. fr), p. 64 • Walt Disney World (http: //www. disney. com), p. 64 • Novotel (http: //www. novotel. com), p. 66 • Sheraton Hotels (http: //www. starwoodhotels. com/sheraton), p. 66 • Mc. Donald’s (http: //www. mcdonalds. com), p. 66 • Hard Rock Cafe (http: //www. hardrockcafe. com), p. 66 • Planet Hollywood (http: //www. planethollywood. com), p. 67 Fisk/Grove/John-4 e, Copyright © Cengage Learning. All rights reserved. 1|9

Web Sites (cont’d) • Harley-Davidson Café (http: //www. harley-davidsoncafe. com), p. 67 • Fuddruckers (http: //www. fuddruckers. com), p. 67 • Minimundus (http: //www. minimundus. at/en/), p. 67 • London Underground (http: //www. tfl. gov. uk/tfl/), p. 68 • Carnival Line (http: //www. carnival. com), p. 68 • Schiphol Airport (http: //www. schiphol. nl/index_en. html), p. 68 • Club Med (http: //www. clubmed. com), p. 69 Fisk/Grove/John-4 e, Copyright © Cengage Learning. All rights reserved. 1 | 10

Web Sites (cont’d) • Delta Air Lines (http: //www. delta. com), p. 69 • Blue Rock Studio (http: //www. bluerocktexas. com), p. 70 • Westin Hotels (http: //www. starwoodhotels. com/westin), p. 70 • Cintas Corporation (http: //www. cintas. com), p. 72 • America’s Bestrooms Contest (http: //www. bestroom. com/us/sponsor. asp), p. 72 • Buc-ee’s (http: //www. bucees. com), p. 72 Fisk/Grove/John-4 e, Copyright © Cengage Learning. All rights reserved. 1 | 11

Web Sites (cont’d) • Benihana’s Restaurants (http: //www. benihana. com), p. 73 • La Quinta (http: //www. lq. com), p. 74 • Marriott Hotels (http: //www. marriott. com), p. 74 • Amazon. com (http: //www. amazon. com), p. 74 Fisk/Grove/John-4 e, Copyright © Cengage Learning. All rights reserved. 1 | 12