pb.session11 mg 550 mbaelect 4oct11

8/3/2019 Pb.session11 MG 550 MBAElect 4Oct11

1/22

> Click to edit Master subtitle style

MG 550 Services MarketingMBA Elective

Fall 2011Muhammad Talha Salam, Asst. Professor

FAST School of [email protected]

Chap 4:The Service Setting

> The service setting and consumer behavior> Environmental dimensions of the service setting> Three service settings

Examples of Service Settings

Class Presentation | Session 11


2/22

MG 550 ServicesMarketin

The Service Settings andConsumer Behavior

Consumer Behavior modelconsidered:

Cognitive, Affective, Connative/Behavior

Cognitive

Developing a certain belief about theservice

Affective


3/22


The Service Settings andConsumer Behavior Consumer Behavior model considered:

Cognitive, Affective, Connative/Behavior

Affective (from prev. slide) Research in Environmental Psychology reveals behaviors on two dimensions:

Pleasant/Unpleasant

Arousing/Exciting

This is how consumers can feel

Exciting

PleasantUnpleasant

Unexciting


4/22


Environmental Dimensions ofthe

Service Setting Bitners model ofServicescape Framework for service setting


5/22



Service Setting Ambient Conditions Lighting

Color

Spatial Planning

Space Planning

Furniture/Equipment/Furnishings

Signs, Symbols & Artifacts Signage


6/22



Service Setting Ambient Conditions Lighting key factors impacting

lighting

Daylight

Color

Nature of the activity to be performed in the

space(s)

Service providers perception of the task

Levels of vision

The desired mood


7/22



Service Setting Ambient Conditions Color

How does it impact?

Main distinction: warm colors / cool colors

Finer distinction also possible

Pragmatism shouldnt be there genericanswers dont exist

Composition of colors (factors to beconsidered)

Hue the name, e.g. red, blue, yellow


8/22



Service Setting Ambient Conditions Color

Another importance/use of colors in servicesetting

Class discussion vis--vis characteristicsof colors


9/22



Service Setting Spatial Planning Space Planning

Main thing an interior designer doesalongside architect

Questions at the start:

1. The brief- The identification of the issue (the

brief)2. Synthesis/creating a solution

3. Developing the design

4. Final solution

5. Testing the efficacy


10/22



Service Setting Spatial Planning Furniture/Equipment/Furnishings

Importance & Considerations Longevity

Help in productivity

Creating the service setting


11/22



Service Setting Signs, Symbol, Artifacts Signage

Facilitating role Should be helpful

Creating the service setting & needs to becoherent with the brand psyche


12/22


Three Service Settings

Financial Services

Metamorphosis from:

Elegant, dark, expensive and foreboding interiors to

the fun money shop era of the past decade to

the current trend of serious design, professional service andinteraction between people

Applicable in Pakistan as well


13/22


Three Service Settings

Fast Food Restaurants

Focus remains on speed

Give information clearly No exclusivity

New developments McDonalds UK

Hotels

Self-Read


14/22


Examples: Cases-in-point

Recruiting/Retaining throughInteriors

ASID (American Society of Interior Designers) publication

This work is mainly focusing on employees

But is of importance for services operations revealinghow interiors can bring change

[included in class handouts selected parts on slides]


15/22




Results of surveys

0 2 4 6 8 10 12

PHYSICAL WORKPLACE IMPACTS DECISIONS TO ACCEPT OR LEAVE JOBS(%AGE MENTIONING TOP-OF-MIND FACTORS)


16/22




Results of surveysPHYSICAL WORKPLACE INFLUENCES TAKING A NEW JOB


17/22




Results of surveysPHYSICAL WORKPLACE INFLUENCES IN STAYING IN JOB


18/22




Results of surveys

0 2 4 6 8 10 12

PHYSICAL WORKPLACE IMPACTS DECISIONS TO ACCEPT OR LEAVE JOBS(%AGE MENTIONING TOP-OF-MIND FACTORS)


19/22




Monster.com Case Study A technology firm in highlycompetitive market looking to retain employees

Interior Designer:

As a high-tech, high-growth company, Monster.comfaces a lot of competition in attracting talented staff

Our goal was to create the mosttechnologicallyadvanced, interactive and fun workplace in thecountry to help them attract and retain the best andbrightest in the technology and creative fields. While

the end result was a space unique to Monster.com,the project has lessons that can be applied to any


20/22





Survey Results (employees on new office):

90% - New physical environment improves the companyscompetitiveness as an employer in the marketplace

55 % (who received outside job offers) - the new physical

environment was important in their decision to stay atMonster.com

67% - the new physical environment is a motivating factor fortheir sales activities

Of this group, 38 percent said it is very or extremely motivating

62% - the new physical environment promotes creativity


21/22





CEO:

I believe in working hard and playing hard, and Iwanted office space that allows us to do both

The physical environment supports our work styleand reflects our culture. It also provides places wherepeople can hang out to strengthen their bonds witheach other and the company.

MG 550 Services Marketing


22/22

> Click to edit Master subtitle style

MG 550 Services MarketingMBA Elective

Fall 2011Muhammad Talha Salam, Asst. Professor

FAST School of [email protected]

Chap 5:Service Quality

> The Quality Challenge> Definitions of Quality> Standards> Hard and Soft Standards

Case Study Session 1: Starbucks

Class Presentation | Session 12

pb.session11 mg 550 mbaelect 4oct11

Documents