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
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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]
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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]
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