Chapter 10 Crafting the Service Environment

GENERAL CONTENT Multiple Choice Que tion 1. Service environments, also called ____________ relate to the style and appearance of the physical surroundings and other experiential elements encountered by customers at service delivery sites. a. service planes b. servicescapes c. service boxes d. servicetomies e. service vaults (b; Easy; p. 2 !" 2. #he field of ____________ studies ho$ people respond to specific environments. a. organi%ational behavior b. mar&eting c. environmental psychology d. strategic management e. financial management (c; 'oderate; p. 2 (" ). *n environmental psychology the typical outcome variable is ____________ or ____________ of an environment. a. service; repurchase b. control; reproach c. control; avoidance d. control; sensibility e. approach; avoidance (e; 'oderate; p. 2 +" !. #he t$o dimensions of ,ussell-s model of affect are ____________ and ____________. a. centrality; dominance b. pleasure; arousal c. centrality; permanence d. pleasure; regret e. fullness; looseness (b; 'oderate; p. 2 +"

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. #he ____________ complex a(n" ____________ process becomes, the more po$erful is its potential impact on ____________. a. more; affective; cognition b. more; cognitive; affect c. less; cognitive; services d. less; affective; cognition e. less; cognitive; affect (b; .hallenging; p. 2 +" (. *f a service environment is inherently ____________, one should avoid increasing ____________ levels, as this $ould move customers into the /distressed0 region of ,ussell-s model. a. pleasant; arousal b. pleasant; excitement c. pleasant; relaxation d. unpleasant; arousal e. unpleasant; excitement (d; 'oderate; p. 2 1" +. 2hich of the follo$ing is 34# one of the dimensions of the service environment5 a. Exterior facilities b. 6eneral infrastructure c. Store layout d. *nterior displays e. 7ocation (e; 'oderate; p. 2 1" 1. 2hich of the follo$ing is an ambient condition5 a. 8acility layout b. 9isplays c. 'usic d. 7ocation e. :rice (c; Easy; p. 2(;" <. 4f the follo$ing, $hich is 34# an ambient condition that irritates shoppers according to =lain d-=stous5 a. Store is too small b. Store is not clean c. #oo hot inside the store or the shopping center d. 'usic inside the store is too loud e. >ad smell in the store (a; 'oderate; p. 2(+"

1;. 4f the follo$ing, $hich is 34# an environmental design condition that irritates shoppers according to =lain d-=stous5 a.=rrangement of store items is al$ays the same. b.3o mirror in the dressing room. c.?nable to find $hat one needs. d.9irections $ithin the store are inade@uate. e.Store is too small. (a; 'oderate; p. 2(1" True!"al e 11. Service consumers use service environment as an important @uality proxy. (#rue; Easy; p. 2 !" 12. Servicescapes help to shape the desired feelings and reactions in customers and employees. (#rue; Easy; p. 2 " 1). *n practice, the large maAority of service encounters are routine, involving a high level cognitive processing and little affect. (8alse; 'oderate; p. 2 +" 1!. =mbient conditions refer to those characteristics of the environment pertaining to our five senses. (#rue; Easy; p. 2(;" 1 . 8unctionality refers to the floor plan, si%e and shape of furnishings, counters, and potential machinery and e@uipment, and the $ays in $hich they are arranged. (8alse; Easy; p. 2()" 1(. #he use of orange is commonly associated $ith its ability to encourage verbal expression. (#rue; 'oderate; p. 2()" 1+. Spatial layout refers to the ability of items to facilitate the performance of service transactions. (8alse; 'oderate; p. 2()" 11. Signs are fre@uently used to teach and reinforce behavioral rules in service settings. (#rue; Easy; p. 2(!" 1<. #he appearance of both service personnel and customers can reinforce or detract from the impression created by the service environment. (#rue; 'oderate; p. 2( "

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2;. 'ar&eting communications attempt not to attract customers $ho $ill enhance the ambiance $ith their presence because of potential legal ramifications. (8alse; 'oderate; p. )((" Short An #er 21. 2hat are the three important $ays in $hich the service environment and its accompanying atmosphere impact buyer behavior5 =s a messageBcreating medium, an attentionBcreating medium, and an affectBcreating medium. ('oderate; p. 2 !" 22. 2hat is the primary focus of the 'ehrabianB,ussell StimulusB,esponse 'odel5 *t sho$s that feelings or affect are central to ho$ $e respond to environmental stimuli to $hich $e are exposed. ('oderate; p. 2 (" 2). 2hat are the three stages of the 'ehrabianB,ussell StimulusB,esponse 'odel5 #he three stages are environmental stimuli, affect, and response. ('oderate; p. 2 (" 2!. 7ist the four &ey things that signs can be used for in a servicescape. 7abels, giving directions, communicating the service script, and behavioral rules. (.hallenging; p. 2(!" 2 . 7ist the four tools that managers can use to guide their design of the service process. .areful observation, feedbac& and ideas from frontline staff and customers, field experiments, and blueprinting. ('oderate; p. 2(1" E a$ 2(. 9escribe the challenge inherent in using signs, symbols, and artifacts in a servicescape and discuss $hen this tas& is particularly important. #he challenge for servicescape designers is to clearly guide customers through the process of service delivery and teach the service process in as intuitive a manner as possible. #his tas& is particularly important $here there are a high proportion of ne$

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or infre@uent customers andCor a high degree of selfBservice. .ustomers become disoriented and frustrated $hen they cannot derive clear signals from a servicescape. ('oderate; p. 2(!" 2+. 9escribe $hat is meant by an holistic vie$ of a service environment and provide examples. 9esigners must consider the total service experience $hen designing servicescapes. .onsumer response is based on a reaction to the total service experience, not individual aspects of the service. 8or example, a beautifully stained hard$ood floor is not perfect flooring if it does not match its surroundings. #he service may be attempting to generate a deliberately grungy loo& as in the case of some teen clothing stores and a highBclass floor $ould loo& out of place. ('oderate; p. 2((" A%%L&CAT&ON CONTENT Multiple Choice Que tion 21. =ccording to =drian 3orth, the &ey to driving un$anted people a$ay is ____________. a. unfamiliarity b. la$s c. direct recourse d. indirect recourse e. segmentation (a; Easy; p. 2(1" 2<. 2hich of the follo$ing fragrances $ould you use to boost energy levels and help ma&e customers feel happy and reAuvenated5 a.7emon b.>lac& pepper c.7avender d.Eucalyptus e.,ose (a; 'oderate; p. 2(2" );. 2hich of the follo$ing is the best example of problems created by inappropriate color usage5 a.>lue chairs in .anada b.>lac& bags in 7ondon c.Dello$ cars in S$it%erland d.6reen buses in *srael e.,ed buses in 7ondon (d; 'oderate; p. 2()"

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)1. #he Eong Fong #ourism >oard used ______________ to create harmony among elements and ensure that people feel good in the environment. a.scent b.color c.feng shui d.music e.spatial layout (c; Easy; p. 2(!" )2. #he term ____________, used by 9ennis 3ic&son and his colleagues, $ould most apply to sales associates at Gictoria-s Secret or .alvin Flein. a.restricted labor b.valueBadded labor c.functional labor d.aesthetic labor e.synergistic labor (d; .hallenging; p. 2( " True!"al e )). 8acing competition from numerous casinos in other locations, 7as Gegas has been trying to reposition itself a$ay from being an adult destination to a some$hat more $holesome family fun resort. (#rue; Easy; p. 2 " )!. =ccording to the 'ehrabianB,ussell StimulusB,esponse 'odel, people avoid cro$ded environments because there of the number of people rather than being deterred by the unpleasant feeling of cro$ding, people being in the $ay, or lac&ing perceived control. (8alse; Easy; p. 2 (" ) . = spa environment should be designed $ith lo$ arousal and high pleasantness. (#rue; .hallenging; p. 2 +" )(. 8ast music environments have been sho$n to generate more revenue and get customers to spend longer amounts of time in an environment than slo$ music environments. (8alse; 'oderate; p. 2(1" )+. Staff acting as .inderella, or seven dra$fs at 9isney theme par&s are part of the service environment. (#rue; 'oderate; p. 2( "

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Short An #er )1. 9escribe ho$ movie theaters in the ?nited States are responding to falling attendance. Several upstart bouti@ue chains have buildings $ith different theme and have lavishly decorated bars and restaurants and supervised playrooms for children. ('oderate; p. 2 " )<. 9iscuss ho$ the ?nited Fingdom uses music to discourage Aaycustomers in the sub$ay system. #he strategy is to play classical music that is apparently painful to vandals- and loiterers- ears. ('oderate; p. 2(1" !;. 9escribe one of the t$o examples from the boo& that sho$ a lin& bet$een scent and increased spending. 6amblers put more @uarters in slot machines $hen a Gegas casino $as scented $ith a pleasant artificial smell. (:eople $ere $illing to pay around H1; more for 3i&e snea&ers $hen they tried them on in a floral scented room." ('oderate, p. 2(2" !1. = community center that designs classrooms in a ?Bshaped manner to facilitate bringing people together is considering $hich aspect of crafting the service environment5 Spatial layout. (Easy; p. 2()" !2. 7ist the five guidelines for par&ing design described in the chapter. :rovide friendly $arnings, &eep paint fresh, provide safety lighting, provide maternity par&ing, and help customers remember $here they par&ed their vehicle. ('oderate; p. 2( " E a$ !). 9escribe ho$ Spain-s 6uggenheim 'useum in >ilbao designs its servicescape to attract visitors. #he design of the building communicated several different &inds of messages to its audience. *t is shaped li&e a ship and blends in $ith the environment of the river.

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#he museum is a mixture of regular forms built in stone and curved forms made of titanium, and huge glass $alls for natural light to penetrate the museum. >ecause of the glass $alls, visitors inside the museum can see the surrounding hills. #he titanium panels outside have been arranged to loo& li&e fish scales, in &eeping $ith the image of being by the 3ervion river. 4utside the museum, a !)BfootBtall shaped structure of a /topiary terrier0 (a breed of dog", made up of pots of fresh pansies (flo$ers" greets visitors. #here is also a huge spider sculpture called I'aman- done by the 7ouise >ourgeoris, the t$entiethBcentury leading sculptor, $ho $as born in :aris but made her home in 3e$ Dor&. Even the design of the galleries is meant to hint at $hat visitors can expect inside. #he shapes of the galleries and the content of the galleries complement each other. (.hallenging; p. 2 (" !!. 9escribe the design fla$s of the Jordan Sheraton Eotel. #he ne$ Sheraton Eotel, located in Jordan, opened $ithout clear signage that $ould guide guests from the ballrooms to the restrooms. Existing signs $ere etched in muted gold on dar& marble pillars, li&ely causing them not to stand out. ?nfortunately, more obvious signs might not have been deemed appropriate because of the focus on elegant dKcor. #here is certainly a tradeoff that $as made in this case. ('oderate; p. 2(+" ! . 9escribe the design fla$s of the ne$ airport lounge in a maAor =sian city. =t the ne$ airport lounge, a series of connected glass panels hung from the ceiling, $hich luggage $ould regularly catch on, causing the panels to sha&e and disconnect. #he designers did not consider the extent of foot traffic through the area $hen laying out the servicescape. ('oderate; p. 2(+"

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