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.
chapter_9_slides.pptx

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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