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Bitner, M. J. (1992). Servicescapes: the impact of physical surroundings on customers and employees. Journal of Marketing (notes/summary)4,24 €
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Bitner, M. J. (1992). Servicescapes: the impact of physical surroundings on customers and employees. Journal of Marketing (notes/summary)
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Grado
Service Design
Institución
Copenhagen Business School
Summary of the article "Servicescapes: the impact of physical surroundings on customers and
employees" written by Mary Jo Bitner
Summary is made from the article from Journal of Marketing, 56(2), 55-71
Bitner, M. J. (1992). Servicescapes: the impact of physical surroundings on customers and
employees. Journal of Marketing, 56(2), 55-71
Servicescape – The impact of physical environment on customers and employees
- It usually happens in hotels, restaurants, offices, banks, retail stores, hospitals
- Before purchase, customer is looking for cues
- Research says that physical surrounding affects customer satisfaction with service
- Physical surrounding can influence employee satisfaction, productivity and motivation
- Ideally, organization’s environment should fit to both employees and customers
- Therefore, servicescape affects both customers and employees
Typology of servicescape
- Organizational variables that can motivate employees: pay scale, promotion, benefits,
supervisory
- Organizational variables that can motivate customers: pricing, advertising, promotions
o Those variables are given more attention than physical surrounding
- The importance of physical setting depends on the nature of job. Not all service firms
and industries are alike
- Types of service organizations based on who performs action:
o Self-service – customer only (Self-service check in/out, ATM)
o Interpersonal services – both customers and employees are present (Hair salon)
o Remote service – only employees (Telephone voice-message)
- How can we use servicescape in those types?
o Self-service: creative premises
o Interpersonal service: organizational and marketing objectives via design
o Remote service – employee satisfaction, motivation
- Physical complexity:
o Elaborate – complicated structure (hospitals, school)
o Lean – simple structure, few elements service (hair salon)
Behaviours in the servicescape:
- Human behaviour is influenced by physical surrounding
- Types of behaviour:
o Individual
– two main forms of behaviour → approach and avoidance
▪ Approach – desire to stay, explore, work and affiliate
▪ Avoidance – desire to leave, not explore and not affiliate
• Example: music tempo can affect shopping enjoyment,
returning and attraction (approach or avoidance)
o Servicescape can influence the degree of success
▪ Example for consumer: self-service check in – accomplished
▪ Example for employees: conditions and designed workplace
o Approach and avoidance are determined by individual internal responses:
▪ Cognitive – beliefs, categorization, symbolic meaning
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