The Importance of Service Environment in Shaping Customer Experience

Phys Evidence - Serv Envirom

(Important element of service mark mix) Service environment relates to style and appearance of physical surroundings and other elements by custom designing. Service environment is an art, involves time, effort, and can be expensive.

Purpose of Service Environment: Shape customer's experience and behavior, signal quality and position, differentiate and strengthen brand, core component of value position, facilitate service encounter.

Servicescape Model

Model developed by MaryJo Bitner. An important contribution of Bitner's is the inclusion of employee responses to service environment. Internal customer and employee responses can be cognitive, emotional, or physiological responses. Dimensions of service environment include ambient conditions, space, functionality, signs, symbols, and artifacts.

Dimension Service Environment

Characteristics of environment that pertain to the five senses. Hundreds of design elements and details create service environment. Ambient conditions are perceived separately and holistically. Music characteristics such as tempo, volume, and harmony are perceived holistically and can affect customer satisfaction. Pleasant music can enhance customer perceptions. Ambient scent or smell may be perceived by customers. Service firms use the power of scent as part of the brand experience to impact mood, feeling, and evaluation. Colors are stimulating, expressive, and cultural. Warm colors lead to quick decisions, while cool colors need time for purchase decisions. Spatial layout, functionality, signs, symbols, artifacts, and people are all part of the service environment. Design with a holistic view and from the customer's perspective. Aspects that irritate customers include ambient conditions, environmental design variables, and tools to guide service design.