What Are the Different Types of Environmental Services?

The service environment is also called "service scenario". Refers to the place where the enterprise provides services to customers. It includes not only the facilities that influence the service process, but also many intangible elements. The service environment affects customer behavior from three aspects: (1) as a medium for information provision, for example, the company communicates with target customers through symbolic cues to distinguish the service experience provided by other companies; (2) as a service that attracts attention The medium makes the service environment stand out from the environmental design of other competitors and attracts the attention of customers in the target market segment; (3) As a medium that produces effects, for example, strengthening customers through color, text, sound, smell and space design Desired service experience while increasing customer interest in a particular product, service or experience. Therefore, the service environment becomes part of the service experience and part of the enterprise value proposition. ^[1]

Service environment

Right!

The service environment is also called "service scenario". Refers to the place where the enterprise provides services to customers. It includes not only the facilities that influence the service process, but also many intangible elements. The service environment affects customer behavior from three aspects: (1) as a medium for information provision, for example, the company communicates with target customers through symbolic cues to distinguish the service experience provided by other companies; (2) as a service that attracts attention The medium makes the service environment stand out from the environmental design of other competitors and attracts the attention of customers in the target market segment; (3) As a medium that produces effects, for example, strengthening customers through color, text, sound, smell and space design Desired service experience while increasing customer interest in a particular product, service or experience. Therefore, the service environment becomes part of the service experience and part of the enterprise value proposition. ^[1]

For most service companies,

From the perspective of service environment design, the environment has the following characteristics: (1) The environment is surrounds, enfolds, and engulfs. A person cannot become the main body of the environment, but can only be a participant in the environment.

(2) The environment is often multi-model, that is, the influence of the environment on the formation of various sensations is not only one way.

(3) Edge information and core information are always displayed at the same time, and they are also part of the environment. Even if they are not focused, people can still feel it.

(4) The information revealed by the extension of the environment is always more than the actual process, some of which may conflict with each other.

(5) Each environment has hidden purposes and actions and various roles.

(6) Various environments contain many meanings and many motivational information.

(7) Various environments have hidden aesthetic, social, and systemic characteristics.

Therefore, the task of service industry environment design is related to the overall impression expressed by each part and the whole, and affects the customer's satisfaction with the service.

Designing an ideal service environment is not an easy task. In addition to requiring a lot of capital expenditure, some uncontrollable factors can also affect environmental design. On the one hand, our current level of knowledge and understanding of environmental factors and their effects is not enough. How important are the size of the space, the colors and shapes of the various facilities and supplies? What are the interrelationships among factors such as carpets, curtains, lights, and temperature? Questions such as these are highly subjective and it is difficult to find a correct answer. On the other hand, everyone has different hobbies and needs, and they have different perceptions and responses to the same environmental conditions. Therefore, it is difficult to design a service environment that meets various types of people, such as hotels, restaurants, stations or airports.

The image of a service company is influenced by many factors. All the constituent elements of the marketing mix, such as price, service itself, advertising, promotional activities and public activities, not only affect the perception of customers and parties, but also become the physical elements of the service. There are two key factors affecting the formation of the service environment.

Physical properties of service environment

There are several aspects of the architectural design of service companies that influence their image. Table 14-2 shows several important factors for retail establishments. Each of the following items is a factor that affects the image, and the presence or absence of any one of them will affect the performance of the individual attributes of the other items. In other words, these attributes may be helpful for the creation and maintenance of the image.

The external tangible performance of service companies will affect their service image. The specific structure of a building, including its size, shape, materials used in construction, its location, and comparison with neighboring buildings, are all factors that shape the perception of customers. As for its related factors, such as the convenience and accessibility of parking, window facades, door and window designs, signboards, and vehicles, etc. are also important. Because external observations can often be associated with solid, permanent, conservative, progressive, or various other impressions. The furnishing layout, decoration, table, furniture, decoration, seat, lighting, color matching, material use, air conditioning, marking, visual presentation such as the quality of images and photos, etc. in the service industry company are all often combined Will create "impression" and "image". At a more granular level, the internal attributes also include items such as note paper, stationery, instruction booklets, display spaces, and shelves.

Being able to combine all these components into a "characteristic overall personality" for a service company requires considerable technicality and creativity. Tangible display enables a company or institution to display its "personality", which is a key feature in a highly competitive and gap-free service product market.

Service environment atmosphere

The atmosphere of service facilities will also affect its image. "Atmosphere" originally meant an "intentional space design" that influenced buyers. In addition, the atmosphere also has an important impact on employees and other people who come to the company. The so-called "working conditions" means that it affects the attitude of employees towards customers. As far as retail stores are concerned, each store has its own physical layout and furnishing methods, some are cramped and some are spacious. Each store has its own 'feel', some are charming, some are magnificent, and some are simple. Stores must maintain a planning atmosphere that is appropriate for the target market and can induce purchases.

Many service companies seem to be beginning to understand the importance of the atmosphere. It is well known that the atmosphere of a restaurant is just as important as the food. Large restaurants and hotels should be regarded as warm and welcoming. Retail stores should also pay attention to respecting customers and add some charm to the "atmosphere." Some advertising companies take great care. Atmosphere design; In addition, waiting rooms in banks, law firms, and dentist clinics often differ in whether they feel at home or stay away because they pay attention to the atmosphere. Some factors that affect the "atmosphere" include:

A. Vision

Retail stores use the term "visual merchandising" to illustrate the importance of visual factors influencing customers' perception of the store. Visual commoditization is related to the establishment and promotion of the image. After the customer enters the door, the two items mentioned above can be achieved. The visual commoditization of the retail industry is designed to ensure that no matter when customers are taking an elevator or waiting to pay, service promotion and image building continue. Lighting, furnishings, and colors are obviously part of the "visual commoditization". In addition, the appearance and clothing of the service staff are also the same. In short, visual presentation is a major reason why customers patronize service products.

B, smell

Smell can affect the image. Retail stores, such as coffee shops, bakeries, flower shops, and perfume shops, use aromas and fragrances to market their products. Bakery can use fan to ingeniously spread the smell of freshly baked bread to the street; restaurants, steakhouses, fish shops or potato chips can also use the aroma to achieve good results. As for the business service office, The scent of leather pieces and the scent of leather waxes or waxed wooden floors often emit a special luxurious style.

C, sound

Sound is often the setting for the atmosphere. Movie makers have long recognized its importance, and even in the silent era, soundtracks are considered an integral part of the atmosphere. The background music created by the teenagers' popular clothing stores is certainly different from the Mozart flute sound heard on the elevators of large department stores, and it is also a pleasant melody played by the airlines to passengers before takeoff The atmosphere is completely different. For a "quiet" atmosphere, use attentive compartments, low ceilings, thick carpets, and whispers from salespeople. This atmosphere is often necessary in libraries, book galleries or fur goods stores. A recent study of music playback in retail stores pointed out that the flow of people in the store will vary depending on what music is played. When playing slow music, the turnover is often high.

D. Touch

The rich texture of the seats covered with heavy materials, the thickness of the carpet, the sensitivity of the wallpaper, the wood feel of the coffee shop table, and the cold feeling of the marble floor all bring different feelings and exude a unique atmosphere. Some retail stores use samples to stimulate customers sensitivity, but some stores, such as fine-cut glass, fine ceramics stores, antique stores, bookstores or museums, prohibit the use of touch. In any case, the materials used in the product and the skills of the furnishing display are important factors.