Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 1 Chapter 5 Designing the Service Setting

Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 2 Objectives 1.To examine the various features of a service setting 2.To discuss the key considerations involved in designing the service setting 3.To explain the role of the service setting as an aspect of marketing a service 4.To discuss e-servicescapes as a service setting

Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 3 Outline I.Introduction II.What Is a Service Setting? III.Key Considerations in Designing the Service Setting IV.The Service Setting as a Marketing Tool V.E-Servicescape as a Service Setting VI.Summary and Conclusion

Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 4 What Is a Service Setting? A service setting, sometimes called a servicescape, includes all aspects of the physical environment in which the service provider and customer interact.

Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 5 Key Considerations in Designing the Service Setting 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

Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 6 Key Considerations in Designing the Service Setting (cont’d) 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

Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 7 The Service Setting as a Marketing Tool Managing Tangible Evidence –Carefully consider the potential impact of even the smallest physical element. Frontstage Versus 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.

Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 8 E-Servicescape as a Service Setting An e-servicescape setting is any web site on the Internet. E-servicescape settings are subject to the same concepts that apply to managing the tangible evidence of a conventional service environment. –Atmospherics – functional and aesthetically pleasing –Measured for ambient conditions, their spatial layout, functionality and their signs, symbols and artifacts

Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 9 Web Sites The Louvre Museum ( p. 64 Walt Disney World ( p. 64 Novotel ( p. 66 Sheraton Hotels ( p. 66 McDonald’s ( p. 66 Hard Rock Cafe ( p. 66 Planet Hollywood ( p. 67

Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 10 Web Sites (cont’d) Harley-Davidson Café ( p. 67 Fuddruckers ( p. 67 Minimundus ( p. 67http:// London Underground ( p. 68 Carnival Line ( p. 68 Schiphol Airport ( p. 68 Club Med ( p. 69

Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 11 Web Sites (cont’d) Delta Air Lines ( p. 69 Blue Rock Studio ( p. 70 Westin Hotels ( p. 70 Cintas Corporation ( p. 72 America’s Bestrooms Contest ( p. 72 Buc-ee’s ( p. 72

Fisk/Grove/John-4e, Copyright © Cengage Learning. All rights reserved. 1 | 12 Web Sites (cont’d) Benihana’s Restaurants ( p. 73 La Quinta ( p. 74 Marriott Hotels ( p. 74 Amazon.com ( p. 74