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MARKETING 324 LQ POSSIBILITIES:Chapter 10: Servicescape
• Illustrate differences in types of physical and virtual servicescapes, the roles played
by the servicescape, and the implications for strategy?
Types:
1. Facility exterior
2. Interior
3. Virtual environment
4. Other Tangibles
Roles:
1. Package
2. Differentiator
3. Socialiser
4. Facilitator
IMPLICATIONS? – typology based on variations in form and usage of servicescape
1. Usage – WHO?
E.g. self-service, interpersonal services or remote service
2. Complexity – Lean/Elaborate
E.g. simple/complicated environment, few/many elements, little equipment
• Explain why the servicescape affects customer and employee behaviour, using a
framework based in marketing, organizational behaviour and environmental
psychology? (20 marks) ***
(2) According to environment psychology (study of the environment), the servicescape
affects the employee/customers behaviour. It refers to the stimulus-organism response
theory where the individual is affected by the environment which translates into a certain
response or behaviour.
REMEMBER TO DIFFERENTIATE BETWEEN CUSTOMER AND EMPLOYEE
LHS:
• Physical environment dimension (6 with application)
1. Ambience conditions = background characteristic
1.1. Temperature
1.2. Smells
1.3. Noise
1.4. Colour/lighting = all soft cues
2. Spatial Layout/Function – e.g technology as well
2.1. Layout: way the equipment, machinery and furniture are arranged (size and shape)
2.2. Functionality: way the components work together to perform their functions
correctly
, 3. Signs, artefacts = first impressions*
3.1. Explicit
3.2. Implicit
4. Virtual service scape with all three previously mentioned factors
Middle:
• Internal responses (6 with application)
1. Cognition = behaviours based off of beliefs created when operating in this particular
environment
1.1. Beliefs
1.2. Categorization
1.3. Symbolic meanings
2. Emotional
2.1. Mood
2.2. Attitude
2.3. Arousal
2.4. Pleasure
3. Physiological = physical response to the environment
3.1. Pain
3.2. Discomfort
3.3. physical fit
3.4. movement
4. Variations
4.1. Arousal seekers/avoiders = high/low stimulation
4.2. Screeners/non-screeners = ability to respond
RHS:
• Individual behaviour (6 with application)
1. Behaviour
1.1. Approach/avoidance behaviour
1.2. Affiliation
1.3. Explore/commitment
1.4. Carry out plan (stay longer)
2. Social interaction = also effects interaction between employee and customer
2.1. Physical containers can effect nature of interaction (duration/ progression)
2.2. Design effects nature
2.3. E.g. seating arrangements, flexibility
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