Service Setting
Sometimes called servicescape, includes all aspects of the physical environment in which the service provider and customer interact.
Key considerations in Designing the Service Setting
The duration of the service setting- Service setting as an operational tool- Service setting as a service identifier-Service setting as an orientation tool-The appeal of the service setting-Service setting as the Workers' "Home Away from Home
The Duration of the Service Setting
Customer spends significant time in setting
Service Setting as an Operational Tool
Efficiency lowers operating costs
Service Setting as a Service Identifier
Product differentiating tool
Service Setting as an Orientation Tool
Improve customer understanding of service process
The appeal of the Service Setting
An approach environment is a setting in which the customer feels comfortable and wishes to spend time.- An avoidance environment is a setting that the customer finds undesirable and uninviting.
Service Setting as the Workers' "Home Away from Home
Comfortable setting for workers which will facilitate their ability to perform
The Service Setting as a Marketing Tool
Managing tangible evidenceFrontstage vs. backstage decisionsExperimenting with the service setting
Managing Tangible Evidence
Carefully consider the potential impact of even the smallest physical element
Frontstage vs. Backstage Decisions
The frontstage area of a service setting is always on display to customers, while the backstage is concealed from their view.
Experimenting with the Service Setting
Allows managers to try out new setting features on a limited basis before embracing them on a full scale.
E-Servicescape
is any web site on the internet.
...
...