1. Provide a detailed description of the service encounter. (Figure 10.1 in the Service Marketing textbook is a great resource for this assignment!) a. What are your initial perceptions? Be mindful of everything that is affecting your perceptions. 

 

b. What is the servicescape like? c. Where is the business located? d. What is the situation? e. What processes are in use? f. Discuss both positive and negative aspects of the encounter. g. Use class concepts. h. What tangible and intangible things affected your perceptions?

 i. What was the performance level? j. How satisfied were you? k. … 2. Apply the gaps model to the encounter (assess where the company has wide gaps and where it has narrow ones). 

a. Which gaps are issues? Which are being dealt with efficiently?

b. How do your experiences during the encounter relate to your assessment of the various

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The framework shown in Figure 10.1 is detailed in the next sections. It represents a comprehensive stimulus-organism-response model that recognizes complex dimensions of the environment, impacts on multiple parties (customers, mployees, and their interactions), multiple types of internal responses (cognitive, emotional, and physiological), and a variety of individual and social behaviors that can result. Physical environment dimensions Ambient Conditions • Temperature • Air quality • Noise • Music • Odor • Etc. Space/Function • Layout • Equipment • Furnishings • Etc. Signs, Symbols, and Artifacts • Signage • Personal artifacts • Style of decor . Etc. Holistic environment Perceived Servicescape Cognitive • Beliefs • Categor- ization • Symbolic meaning Cognitive . Beliefs . Categor- ization Internal responses Emotional • Mood • Attitude Employee Responses Customer Responses Emotional • Mood • Attitude Physiological • Pain • Comfort • Movement • Physical fit Physiological • Pain . Comfort Movement • Symbolic meaning FIGURE 10.1 A Framework for Understanding Physical Environment-User Relationships in Service Organizations • Physical fit Behavior Individual Behaviors • Affiliation • Exploration • Stay longer • Commitment . Carry out plan Social Interactions Between and among customers and employees Individual Behaviors • Attraction • Stay/explore • Spend money • Return . Carry out plan Page 293/514 The framework shown in Figure 10.1 is detailed in the next sections. It represents a comprehensive stimulus-organism-response model that recognizes complex dimensions of the environment, impacts on multiple parties (customers, mployees, and their interactions), multiple types of internal responses (cognitive, emotional, and physiological), and a variety of individual and social behaviors that can result. Physical environment dimensions Ambient Conditions • Temperature • Air quality • Noise • Music • Odor • Etc. Space/Function • Layout • Equipment • Furnishings • Etc. Signs, Symbols, and Artifacts • Signage • Personal artifacts • Style of decor . Etc. Holistic environment Perceived Servicescape Cognitive • Beliefs • Categor- ization • Symbolic meaning Cognitive . Beliefs . Categor- ization Internal responses Emotional • Mood • Attitude Employee Responses Customer Responses Emotional • Mood • Attitude Physiological • Pain • Comfort • Movement • Physical fit Physiological • Pain . Comfort Movement • Symbolic meaning FIGURE 10.1 A Framework for Understanding Physical Environment-User Relationships in Service Organizations • Physical fit Behavior Individual Behaviors • Affiliation • Exploration • Stay longer • Commitment . Carry out plan Social Interactions Between and among customers and employees Individual Behaviors • Attraction • Stay/explore • Spend money • Return . Carry out plan Page 293/514

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The service encounter detailed in Figure 101 is a comprehensive stimulusorganismresponse model that recognizes the complex dimensions of the environment impacts on multiple parties customers employees ... View the full answer