Expert answer:Read the PPT and answer the question

Answer & Explanation:There are 2 chapter, you need to read each PPT and answer the questions.You don’t need to use APA format! Just answer the question! Chapter 9 Slides.pptx After reading Chapter Nine, answer the following question:List and define the two major types of customer-defined standards and give three examples of eachChapter 10 Slides.pptx After reading Chapter Ten, answer the following questions:The framework for understanding servicescape effects on behavior follows from basic stimulus-organism-response theory. Define a service’s physical evidence in terms of this theory.What is a “third place?” Discuss the circumstances under which a servicescape can take on the character of a third place.
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chapter_10_slides.pptx

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McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter
Customer-Defined Service
Standards
9
Factors Necessary for Appropriate Service
Standards
Types of Customer-Defined Service Standards
Development of Customer-Defined Service
Standards
9-2
Factors Necessary for Appropriate Service
Standards
Standardization of service behaviors and actions
Standardization usually implies a nonvarying sequential
process similar to the production of goods
Customization usually refers to some level of adaptation or
tailoring of the process to the individual customer
Formal service targets and goals
Setting specific targets for individual behaviors and actions;
for example, the customer service standards set by Puget
Sound Energy and shown in Figure 9.1.
9-3
Service Standards
Standards are based on the most important customer
expectations and reflect the customer’s view of these expectations.
CustomerDefined
Standards
SOURCES
Customer Expectations
Customer Process Blueprint
Customer Experience
Observations
CompanyDefined
Standards
SOURCES
Productivity Implications
Cost Implications
Company Process Blueprint
Company View of Quality
9-4
Counting…
“Not everything that counts can be
counted…and not everything that can
be counted, counts.”
Albert Einstein
9-5
Standards…
HARD STANDARDS AND MEASURES
Things that can be counted, timed,
or observed through audits (time,
numbers of events)
SOFT STANDARDS AND MEASURES
Opinion-based measures that cannot
be observed and must be collected by
talking to customers (perceptions, beliefs)
9-6
Exhibit 9.1: Examples of Hard Customer-Defined
Standards
9-7
Exhibit 9.2: Examples of Soft Customer-Defined
Standards
9-8
Process for Setting Customer-Defined Standards
9-9
What Customers Expect: Getting to Actionable
Steps
9-10
Linkage between Soft Measures and Hard Measures
for Speed of Complaint Handling
9-11
McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter
Physical Evidence and the
Servicescape
10
Physical Evidence
Types of Servicescapes
Strategic Roles of the Servicescape
Framework for Understanding Servicescape
Effects on Behavior
Guidelines for Physical Evidence Strategy
10-2
Physical Evidence
“The environment in which the service is
delivered and where the firm and the customer
interact, and any tangible commodities that
facilitate performance or communication of the
service.”
Physical facility = Servicescape
10-3
Elements of Physical Evidence
10-4
Examples of Physical Evidence from
the Customer’s Point of View
10-5
How Does Physical Evidence Affect the
Customer Experience?
Flow
Meaning
Satisfaction
Emotional connections to company
Clue management: the process of clearly
identifying and managing all the various clues
that customers use to form their impressions
and feelings about the company.
10-6
Typology of Service Organizations Based on Form
and Use of the Servicescape
10-7
Roles of the Servicescape
Package
conveys expectations
influences perceptions
Facilitator
facilitates the flow of the service delivery process
provides information (how am I to act?)
facilitates the ordering process (how does this work?)
facilitates service delivery
Socializer
facilitates interaction between:
customers and employees
customers and fellow customers
Differentiator
sets provider apart from competition in the mind of the consumer
10-8
A Framework for Understanding Environment-User
Relationships in Service Organizations
10-9
Understanding Servicescape
Effects on Behavior
Stimulus-organism-response theory
Stimulus = multidimensional environment
Organism = customers and employees
Response = behaviors directed at the environment
10-10
Individual Behaviors in the Servicescape
Environmental psychologists suggest that
people react to places with two general, and
opposite forms of behavior:
Approach: all positive behaviors that might be
directed to a place
Desire to stay, explore, work, affiliate
Shopping enjoyment, spending time and money
Avoidance: negative behaviors
Desire not to stay, etc.
10-11
Social Interactions in the Servicescape
All social interaction is affected by the physical
container in which it occurs
Customer-employee
Customer-customer
Scripts (particular progression of events)
Physical proximity
Seating arrangements
Size
Flexibility
10-12
Internal Responses to the Servicescape
Cognition: environment can affect beliefs about a place
and the people and products found in that place
Emotion: color, décor, music, scent affect mood
Pleasure/displeasure
Degree of arousal (amount of stimulation)
Physiology: volume, temperature, air quality, lighting
can cause physical discomfort and even pain
Ergonomics
10-13
Variations in Individual Response
Personality differences
Arousal seekers vs. arousal avoiders
Environmental screeners
Purpose for being in the servicescape
Business/pleasure
Utilitarian/hedonistic
Temporary mood state
10-14
Environmental Dimensions
 Ambient Conditions: affect the 5 senses, but may be
imperceptible or affect us subconsciously
◦ Temperature, lighting, noise, music, scent, color
 Spatial Layout and Functionality: size, shape, and arrangement
of machinery, equipment, and furnishings and the ability of such
to facilitate customer and employee goals
◦ Accessibility, aesthetics, seating comfort
 Signs, Symbols, Artifacts: explicit or implicit communication of
meaning; often culturally embedded; important in forming first
impressions
◦ Way-finding, labels, rules of behavior, creating aesthetic impression
10-15
Guidelines for Physical Evidence Strategy
Recognize the strategic impact of physical evidence.
Blueprint the physical evidence of service.
Clarify strategic roles of the servicescape.
Assess and identify physical evidence opportunities.
Update and modernize the evidence.
Work cross-functionally
10-16
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