Services homework chapter 8 PDF

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Solutions for chapter 8 homework for marketing 4440 with Joel Poor....

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1. What is physical evidence, and why have we devoted an entire chapter to it in a services marketing text? Physical evidence consists of the tangible cues to evaluate a service before its purchase and to assess their satisfaction with the service during and after the experience. An entire chapter has been devoted because it has a profound effect on the flow of the service and the meanings/emotions that the consumers attach to it. 2. Describe and give an example of how servicescapes play each of the following strategic roles: package, facilitator, socializer, and differentiator. Package- Product packages are designed to portray a particular image as well as to evoke a particular sensory or emotional reaction. Facilitator- How the setting is designed can enhance or inhibit the efficient flow of activities in the service setting, making it easier or harder for customers and employees to accomplish their goals. A well-designed, functional facility can make the service a pleasure to experience from the customer’s point of view and a pleasure to perform from the employee’s. Socializer- The design of the servicescape aids in the socialization of both employees and customers in the sense that it helps convey expected roles, behaviors, and relationships. Differentiator- The design of the physical facility can differentiate a firm from its competitors and signal the market segment that the service is intended for. Given its power as a differentiator, changes in the physical environment can be used to reposition a firm and/or to attract new market segments. 3. Imagine that you own an independent copying and printing shop (similar to FedEx Kinko’s). In which cell would you locate your business in the typology of servicescapes shown in Table 10.3? What are the implications for designing your physical facility? I would probably use interpersonal services because the consumer and experts need to collaborate in order to provide consumers with what they want. A consumer would be able to bring their idea into my shop and explain it to a printing expert who would provide advice on the best way to make the idea into reality. 4. How can an effective physical evidence strategy help close provider gap 2? Explain. Gap two focuses a lot on service design so that management perception is similar to the actual service quality specifications. Physical evidence can help make the overall flow of a service smoother by focusing on servicescapes such as facilitator and socializer. 5. Why are both customers and employees included in the framework for understanding servicescape effects on behavior (Figure 10.1)? What types of behaviors are influenced by the servicescape according to the framework? Think of examples. Customers come to services with expectations and it is often the employees’ jobs to live up to these expectations. Employees’ performance can have a huge effect on how customers perceive a service, and employees will often perform better if they are provided with optimal working conditions. The

types of behaviors affected by the servicescape are things such as high retention of customers and employees, attraction to the company, and a desire to achieve company goals. 6. Using your own experiences, give examples of times when you have been affected cognitively, emotionally, and physiologically by elements of the servicescape (in any service context). When I worked in a restaurant, their policies and service standards sometimes made it an extremely negative place to work in. For example, the restaurant did not give waiter trays to being food out on, which means we had to bring all the food out with our bare hands. This often resulted in having to carry extremely hot plates which hurt after a while, and also meant food got out slower. This would sometimes lead to frustrated customers which would then affect me directly. 7. Why is everyone not affected in exactly the same way by the servicescape? Because everyone has different expectations and priorities. Some people may enjoy the physical factors of a servicescape such as the facility layout or amenities provided, and others might enjoy the non-physical factors such as service values or social interaction. 8. Describe the physical environment of your favorite restaurant in terms of the three categories of servicescape dimensions: ambient conditions; spatial layout and functionality; and signs, symbols, and artifacts. Restaurant: Portillo's Ambient Lighting: Often playing cool music, well heated/air conditioned, well lit. Spatial layout: Depends on location, but is often full of areas for customers to sit along with an organized ordering line that flows quickly. You also have the ability to watch your food get made if you wanted to. Signs, symbols, artifacts: Often full of unique items that hang from the ceiling. Old movie posters, historic neon signs, items such as bikes, cars and toys.

9. Imagine that you are serving as a consultant to a local health club. How would you advise the health club to begin the process of developing an effective physical evidence strategy? I'd advise them to work hard on creating a unique and comfortable environment for their customers and employees. They'd have to start with the basics such as good lighting and temperature along with pleasing interior design with color combos and furniture. If also advise on hiring great staff that is knowledgeable and competent when it comes to fitness help. This will make customers sure that they are receiving quality service from experts....