Page 254 - DMGT510_SERVICES_MARKETING

Unit 13: Promotions and Servicescapes in Services

Signages will contain the firm’s name, logo, mascot, corporate colour and slogans. Neon signs Notes
continue with the communication having glow, brightness and movement, attracting the attention
of people.
Figure 13.3: A framework for understanding environment-user
relationships in service organisations

Cognitive Emotional
Physiological
* Beliefs *Mood *Pain Individual Behaviour
*Categor- *Attitude *Comfort  Affiliation
ization *Movement  Exploration
*Symbolic *physical  Stay Longer
 Commitment
 Carry Out
plan

Employee
Ambient Conditions Responses
 Temperature
 Air Quality
 Noise
 Music
 Odor Perceived
 Etc. Servicescape Social Interactions
Between and
Space/Function among customers
 Layout and employees
 Equipment

 Furnishings
Customer
 Etc. Responses

Signs, Symbols,
Individual Behaviour
Aand Artiefacts
 Attraction
 Signage
 Stay/explore
 Personal  Spend money
Artiefacts Cognitive Emotional Physiological
* Beliefs *Mood *Pain  Return
 Style of *Categor- *Attitude *Comfort  Carry out plan
décor
ization *Movement
*Symbolic *physical
meaning fit
Employee Dress

Uniforms are another tool at the disposal of the service marketer to communicate about his
presence and existence. The army and the police have effectively used their uniforms to set
themselves apart.

Reports

Findings documented on paper increase the tangibility of the service. Service marketers expend
a lot of effort on the get-up of the reports that are received by the customer.

LOVELY PROFESSIONAL UNIVERSITY 249