Marketing

erfassen

Schlange stehen

beschäftigt

Mittelmaß

Anreiz

verbleiben

abgeleitet

abschreiben

Staffelung

irreführend

befriedigend

Empfindung, Wahrnehmung

in anspruch nehmen

angemessen

Technique for displaying the nature and sequence of the different steps in delivery service to customers.

Easy way to understand total customer service experience.

Shows how nature of customer involvement with service organizations varies by type of service. 

Usefufule for distinguish between core service and core product. (restaurant: reservation and coat room + food)

Can learn how service systme work and how they link together to create the experience desired by customer. 

Flowcharting: 

Easy way to understand the total customer service experience. Useful for distinguish between core service and core product customer uses. 

Blueprinting: 

More complex and detailed how service process is constructed, including visible service processes and what is happening in the back office. Describes an existing process simple to get a picture ot the steps a customer goes through and identifiy fail points and risks. 

- Processes hat become outdated

- to ad new service and react on customers needs

- to get rid of old technology and replace them

- to get rid of internal processes, rules and regulations which influence a well working service

More involved customers in the delivery of the service are co-creators. They can influence productivity and quality of the service in different participation levels. 

Levels of customer participation:

LOW, MEDIUM and HIGH

LOW: Employees and systems do all the work. Often involves standardized service

MEDIUM: Customer helps firm create and deliver service. Provide needed information and instructions. Make some personal effort; share physical possessions (e.g. Hairdresser) 

HIGH: Customer works actively with provider to co-produce the service. Service cannot be created without customer’s active participation. Customer can jeopardize quality of service outcome (e.g. weight loss, marriage counseling)

Exess demand: level of demand exeeds available capacity. Business is lost.

Demand exeeds optimum capacity: No one is turned away, but conditions are crowded and service quality semms worse.

Demand and supply are well balanced: staff and facilities are busy without being overworked and customer receive good service.

Exess capacity: Demand below optimum, resources are not fully used

1. Define productive capacity

2. manage capacity

3.understand demand

4. manage demand: excess demand ( reduce and shift demand usinf pricing, product, place, time od delivery, promotion and eduction)  or insufficient demand (increasing demand usind the same mix elements)

when the capacity is fixed but more people are served a firm need to adjust capacity to match demand. 

- Stretch and shrink: offer extra capacity at peaks and reduce time spend by minimum.

- use facilities for longer/shorter periods

-schedule downtime during periods of low demand

Almost nobody likes to wait. 

Steps to make waiting less frustrating: 

-keeping customer occupied or entertained

-informing how long it takes

-providing them with an eplanation of why they have to wait

-avoiding perception of unfair waits

1. shape customers experience and behavior

2. support service encoounter and service quality

3. part of the value proposition

4. are menas to communicate good image ( customer use service environment is a cue fpr quality)

Feelings are essential to how we response to the environment. a similar environment cna led to different feelings e.g. when we are in a rush we might dislike being in a crowded store - and if not we feel excited about being part of the crowed. Environmental psychology (with the help of the Mehrabian-Russell stimmulus-Response Model)explains why people chose to stay or stay away. 

Emotional response to evironment can be described along two main dimensions:

Pleasure and arousal

P: direct response of individual if like or dislike

A: refers to how stimulated the individual feels, ranging from deep sleep to highest level of stimulation.Depends in the information load to the environment .e.g. Complex or surprising elements.

This model allows direct judgement how customer feel while they are in a service environment. Firms can set targets for the effectiveness states they want their customers in. E.g. a SPA → relaxed customer's → environment design to deliver the feeling→ music etc.

Theory behind customer's response to service environment.

-Main dimensions are: AmbienteSpaceSigns 

-Depends on customers feeling → how effect is

-People perceive servicescape as whole

-behavioural response of customers/employee must be shaped e.g. to create a positive or relaxing environment in a crowded supermarket

Internal customer/employee response can be categorized:

Cognitive (beliefs)

emotional(feelings and mood)

psychological(pain and comfort) → all tree can observed in behavioral response !

Main dimensions in service environment: 

• Ambient condition (temperature, music, noise)

• space/functionality (layout, furnishings)

• Signs, symbols and artefacts (style, decor)

Ambient conditions refer to characteristics of the environment that relate to the five senses. Even not noticed; they still affect emotional well-being perceptions and attitudes/behaviour. Clever design lightning, color schemes, music or scents of smell can bring out the desired behavior response from customers.

Servicescape are important to brand building of a firm.

Music: effect on perceptions and behaviors e.e people tend adjust their pace to match tempo of music.

Scent: can be used to obtain emotional response; can have affect on customers perception, attitude and behavior

Color: impact of feelings; e.g. warm colours encourage fast decision making and good for impulse buyer.

Spatial layouts: floor plan, size and shape of furnishing and the way they are arranged

Functionality: refers to ability of those items to help the performance of service e.g. lack of car parking space can leave negative impression and affect buying behaviour

• communicate firm's image

• Let customer know service script (wait for number to be called)

• Help customer find their way (entrance, exit)

• Reminder rules ( switch of mobil)

• Customer automatically try to draw meanings for SSA

• Unclear signals from servicescape can result in obtaining the desired service

No dimension of design can be optimized in isolation, because everything depends on everything else.

Only customers are able to describe the shopping environment. If a store is not clean or it is too hot inside they will never come back again.

Find out with the help of :

-keen observation

-Feedback (suggestion boxes, survey)

-field experiments

-Blueprinting/Flowcharting

The best service environment should be designed with the customers perspective in mind, guiding them to service process.

- represent firm for customer

- they are core part of the product and often most visible element of a service

- they affect sales and customer loyalty 

- they are firm and brand. It is teh employee who determine whether the brand promise the delivery

Role stress 

Organistaion vs. client - dilemma wheter to follow comapany rules or satisfy customer. 

Person vs. role - what job requires and personality beliefs

Client vs. Client - conflict between customer/staff intervention is needed 

Emotional labour: 

Gap between what employee feels and required ones.

Emotional stess because of playing a role - preasure!

If firm concentate on productivity this leads to paying lowest wages and spend no money on employee training. There are two seperated cycles, but they affect each other. One involves failure with the employee and the econd with the customer. As a result of low wages and there little investement in employee selection, there are bored employees who lack the ability to respond to customer problems. This failure involves a high employee tunrover, dissatisfied customer and employees and a firm with low quality.