ADM 3322 University of Ottawa Experience Altering Aspects & SR Models Discussion

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qbir00

Business Finance

ADM 3322

University of Ottawa

ADM

Description

We are all familiar with Service Environment and the impact that it can play in the consumption and experience of services. One such 'experience' altering designing of a service product environment that was done is reflected in the article link here.

In the backdrop of Covid-19, what are the experience altering aspects (can be design as well) of air travel that you can identify and relate to the Stimulus Response models mentioned in the text. What is their effect on people? Would you view these effects as positive?

You may want to research as appropriate. If the link does not work, search this article online through the UoO Library.

https://www.bloomberg.com/news/articles/2015-04-22/airlines-add-mood-lighting-to-chill-passengers-out

If the above links do not work, use another news that carries similar content: https://www.godsavethepoints.com/aer-lingus-new-mood-lighting-may-help-you-sleep-better-on-planes/

Reference:

Ott, G. (2020, September 08). Aer Lingus' New Mood Lighting May Help You Sleep Better On Planes... Retrieved November 12, 2020, from https://www.godsavethepoints.com/aer-lingus-new-mood-lighting-may-help-you-sleep-better-on-planes/


Requirements: Response addresses issue with thought, clarity and analysis, showing depth of understanding through application of module content: i.e. from reading material/ lecture content/ real world examples

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The Design Of a Service Environment and Implementation Designing Understanding the purpose of a service environment Designing Understanding the purpose of a service environment Services are processes designed and managed to provide a desired customer experience appropriate to the brand/product/service Credit: [USA Today].(2014, December 6). Starbucks new flagship store in Seattle [Video file]. Retrieved from [https://youtu.be/FE4GGu8Vr-A] Credit: [CNET].(2016, May 19). Take a tour of Apple's redesigned flagship store concept [Video file]. Retrieved from [https://youtu.be/d8eJGnhDZfY] Credit: [Canadian Girl].(20163, Sep 13). Ikea Tour Video [Video file]. Retrieved from [https://youtu.be/-3thQj8CZrM] It is all in the detail. The purpose ...to deliver Four Purposes Core of a Value Proposition Shaping Customer Experiences 04 Entertainment industries virtually are anchored on the service environment itself. The experience is the product! Disney, Universal Studios. Enabling a nicer experience, a view and a perception RBC vs TD Bank vs Amex Other examples: KidZania, Gondolas or the Kiwi Experience Productivity Enhancement and Facilitation of Service Encounter Speeden up delivery, improve ‘delivery’ quality, improve ‘facilitation’ of ‘happy’ customers. Think - all the menu offerings displayed above a Subway Ordering point 01 03 02 Quality Signalling to Consumers. Shape Perceptions By far, this is the most powerful signal of ‘quality’. This is the place where the ‘moment of truth’ occurs. That consumption of the service is the final word is not in question. Think Apple Genius Bar Using Psychology to Understand Effect of Service Environments Is there a way to understand and interpret service environments? Two theories appear to explain the process substantially 1. The Mehrabian Russell Stimulus Response Model 2. Russell’s Model of Affect Using Psychology to Understand Effect of Service Environments The Mehrabian Russell Stimulus Response Model Environmental Stimuli Cognitive Processes Cause of subconscious and unconscious feelings Empty Store, Crowded Lounge, Filthy surroundings Affective Response Pleasure and Arousal Response - Behaviour Approach or Avoidance (Resource Time, Money, Opportunity) Cognitive Processes (Perceptions Quality, Satisfaction) Postpone, Dissatisfaction, Change Using Psychology to Understand Effect of Service Environments The Russell’s Model of Affect: Arousal Pleasure and Arousal Irritating, Distressing, Anxiety, Frustration, Annoyance Excitement, Happiness, Thrill, Alive, Joyous Unpleasant Pleasant Boring, unpleasant Relaxing, Soothing, Meditation, Be ‘yourself’ Sleepy Where does all this lead to? The Integration: The Servicescape Model* The Integration: The Servicescape Model* ● Explains and attempts to place customer and servicing personnel responses in a structured discrete manner to various environmental dimensions. Ambience (Scent, Color, Fragrance Servicescape ● A holistic approach - three key dimensions in the Servicescape model * Conceptualised by Mary Jo Bitner Spatial Layout, Functionality Signs, Symbols and ‘Culture Signs’ The Integration: The Servicescape Model Impacts our 5 senses: In many cases, we react subconsciously ● ● ● Scent - Relaxation vs Romantic vs Business. Powerful emotional trigger. Hotel - signature fragrances. Spa soothing fragrances Music - volume, type and tempo: harmony, noisy, soothing, busy, neutral, gym routine Colors: Culture led. Warm vs. cool vs. neutral vs. clinical. Impact moods can enhance or reduce anxiety Ambience (Scent, Color, Fragrance Servicescap e Spatial Layout, Functionality Signs, Symbols and ‘Culture Signs’ The Integration: The Servicescape Model Credit: [Time].(2018, Dec 6). Pantone Announces Living Coral Is The 2019 Color Of The Year | TIME [Video file]. Retrieved from [https://youtu.be/H1IfJPZBXyA] The Integration: The Servicescape Model Good layouts add efficiency and functionality. Spatial arrangements can be fundamental in affecting user friendliness ● ● ● Spatial layouts is essentially the manner in which infrastructure within a premise is engineered and arranged. Good functionality facilitate service operations and also ‘add value’ in consumer perception Ambience (Scent, Color, Fragrance Spatial Layout, Functionality Servicescape Signs, Symbols and ‘Culture Signs’ The Integration: The Servicescape Model Signs, Symbols … Can speeden up decision making, reduce anxiety and help customers be guided through the service process swiftly. Typical usages include ● ● ● ● ● Facility descriptors Direction finders Service priority indicators Behaviour suggestions and reinforcement Regulatory messages Ambience (Scent, Color, Fragrance Servicescap e Spatial Layout, Functionality Signs, Symbols and ‘Culture Signs’ The Integration: The Servicescape Model Credit: [Anam].(2014, Apr 8). Anam Hospital Signage Renuewal Project [Video file]. Retrieved from [https://youtu.be/i5iTRhVxF8g] The Value Proposition The Value Proposition Importance in articulating and presenting the brand positioning. The elements in the service environment guide you to: 1. Pay more for a brand (and be happy) 2. Wait for a longer time to get serviced! (and enjoy the drink) 3. Make you do all the work (and make you liable for your action - and feel thrilled) 4. Ask you to share information to get customised service, and be charged for the customisation It is all about customer satisfaction, revenue and profit at the end of the day! The Art and the Craft of a service environment! Is there a science? The Art and the Craft! Is there a science? Drive towards macro-level optimisation of an environment. Quite likely that some individual elements may still be sub-optimal. It is very, very challenging. 1. High level of specialization in designing environments. Domain expertise the norm. 2. Design from intended user’s perspective - both customers and enablers (service professionals). End of the day - the customer has to be guided through the service process smoothly and stress free. 3. There is a huge research and planning exercise prior to ‘designing’ a service environment. 4. Tools include observation studies, research using feedback from ‘users’ employees and customers, field experiments, photo-audits, prototyping, simulation studies, blueprinting The Integration: The Servicescape Model Credit: [BBC News].(2017, Nov 4). Singapore's new 'contactless' airport terminal - BBC News [Video file]. Retrieved from https://youtu.be/UpaBMqmnuYg] All materials prepared by the course professor, including lab manuals, class handouts and exam papers, are protected by copyright. Copying or scanning them or posting them on a website is therefore a violation of copyright and is illegal. No part of this document may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without prior written permission from the instructors and or copyright owners. Trademarks and copyrights acknowledged and belong to respective owners. 24 Reference Links 1. Starbucks new flagship store in Seattle 2. A tour of Apple's redesigned flagship store 3. Ikea Tour 4. Pantone Announces Living Coral Is The 2019 Color Of The Year 5. Anam Hospital Signage 6. Singapore Changi Contactless Reference 1. [USA Today].(2014, December 6). Starbucks new flagship store in Seattle [Video file]. Retrieved from [https://youtu.be/FE4GGu8Vr-A] 2. [CNET].(2016, May 19). Take a tour of Apple's redesigned flagship store concept [Video file]. Retrieved from [https://youtu.be/d8eJGnhDZfY] 3. [Canadian Girl].(20163, Sep 13). Ikea Tour Video [Video file]. Retrieved from [https://youtu.be/-3thQj8CZrM] 4. [Time].(2018, Dec 6). Pantone Announces Living Coral Is The 2019 Color Of The Year | TIME [Video file]. Retrieved from [https://youtu.be/H1IfJPZBXyA] 5. [Anam].(2014, Apr 8). Anam Hospital Signage Renuewal Project [Video file]. Retrieved from [https://youtu.be/i5iTRhVxF8g] 6. [BBC News].(2017, November 4). Singapore's new 'contactless' airport terminal - BBC News [Video file]. Retrieved from [https://youtu.be/UpaBMqmnuYg] 25 The End 26
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Experience Altering Aspects and SR Models
Air travel has taken a new turn following the spread of Covid-19, which demands that...


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