Service Marketing and the SOR Model
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Questions and Answers

Which of the following best defines a servicescape?

  • A financial plan for service delivery
  • The physical environment where customers experience the service (correct)
  • A type of customer feedback mechanism
  • A marketing strategy used by service firms

    • Physical evidence in service marketing only includes the facility interior.

    False

    Name one major component of the servicescapes model.

    Color, music, scent, layout or design.

    A servicescape is composed of elements such as color, music, __________, and layout.

    <p>scent</p> Signup and view all the answers

    What is NOT a strategic role of managing physical evidence?

    <p>Increasing product prices</p> Signup and view all the answers

    Match the categories of physical evidence with their descriptions:

    <p>Facility exterior = The outside appearance of the service organization Facility interior = The inside environment where services are delivered Other tangibles = Items that support the service such as pamphlets or staff uniforms</p> Signup and view all the answers

    Dining in the Sky is an example of how servicescapes can create unique experiences for customers.

    <p>True</p> Signup and view all the answers

    List one reason why managing physical evidence is important in service marketing.

    <p>Packaging the service, facilitating the flow of service delivery, or differentiating the firm.</p> Signup and view all the answers

    What does the SOR model stand for?

    <p>Stimulus, Organism, Response</p> Signup and view all the answers

    Well-dressed personnel are generally perceived as less intelligent than their counterparts.

    <p>False</p> Signup and view all the answers

    What is cognitive dissonance?

    <p>Mental discomfort experienced from holding contradictory beliefs or values.</p> Signup and view all the answers

    Uniforms serve to identify the firm's __________.

    <p>personnel</p> Signup and view all the answers

    Match the following concepts with their descriptions:

    <p>Cognitive dissonance = Psychological discomfort from conflicting beliefs Quality Image = Perception of service based on aesthetics and performance Physical Evidence = Tangible components that influence customer experience Facilitating the Ordering Process = Guiding customers through the purchasing steps</p> Signup and view all the answers

    What is one of the primary roles of managing consumers?

    <p>Isolating the technical core</p> Signup and view all the answers

    Nicely designed facilities do not influence customer perceptions.

    <p>False</p> Signup and view all the answers

    How does physical evidence impact customer expectations?

    <p>It conveys customer expectations and reduces perceived risk.</p> Signup and view all the answers

    What type of internal response includes beliefs and symbolic meaning?

    <p>Cognitive Response</p> Signup and view all the answers

    Cool colors such as blue and green are associated with warmth and excitement.

    <p>False</p> Signup and view all the answers

    Name one atmospheric element that can reinforce buyer beliefs and emotional reactions.

    <p>Lighting</p> Signup and view all the answers

    Warm colors include red, yellow, and _____ which evoke feelings of love, warmth, and friendliness.

    <p>orange</p> Signup and view all the answers

    Match the colors with their corresponding perceptions:

    <p>Red = Love, danger, warmth Yellow = Sunlight, friendliness, caution Blue = Calmness, fidelity, sadness Green = Restfulness, freshness, growth</p> Signup and view all the answers

    Which response category is associated with pain and movement?

    <p>Physiological Response</p> Signup and view all the answers

    What does the target market seek from the service experience?

    <p>Satisfaction and emotional connection</p> Signup and view all the answers

    Atmospheric elements do not affect employee satisfaction.

    <p>False</p> Signup and view all the answers

    What are the three basic emotional states in response to environmental stimuli?

    <p>Pleasure, Arousal, Dominance</p> Signup and view all the answers

    The servicescape only includes human elements of the environment.

    <p>False</p> Signup and view all the answers

    What is the main purpose of using physical evidence in service environments?

    <p>To design the service environment and enhance customer experience.</p> Signup and view all the answers

    In the SOR model, the organism is the recipient of the stimuli, which leads to a response influenced by emotional states such as pleasure, arousal, and __________.

    <p>dominance</p> Signup and view all the answers

    Match the type of service with its description:

    <p>Interpersonal services = Services involving both customers and employees Self-service = Services where customers interact without employees present Remote services = Services that only involve employees and no direct customer interaction</p> Signup and view all the answers

    Which of the following components is NOT part of the servicescape?

    <p>Employee Behavior</p> Signup and view all the answers

    Arousal is associated with feelings of relaxation.

    <p>False</p> Signup and view all the answers

    Name one factor involved in the development of servicescape.

    <p>Facility Location, Facility Layout, Product Design, or Process Design.</p> Signup and view all the answers

    What is one way that sound appeals can be utilized in a coffee shop?

    <p>To inform customers about announcements</p> Signup and view all the answers

    Pleasurable scents can enhance customer satisfaction in a service environment.

    <p>True</p> Signup and view all the answers

    What is a tactile element that can positively influence customer interactions in a service setting?

    <p>Shaking hands with service providers</p> Signup and view all the answers

    Offering customers free samples of food or drinks is an example of ______ appeals.

    <p>taste</p> Signup and view all the answers

    Match the following sensory appeals with their primary functions:

    <p>Sound = Mood setter and attention grabber Scent = Pleasurable scents vs disgusting smell Touch = Personal interaction with service providers Taste = Providing free samples</p> Signup and view all the answers

    Study Notes

    Physical Evidence in Service Marketing

    • Physical evidence in service marketing can be categorized into three areas: Facility exterior, facility interior, and other tangibles.
    • Physical evidence plays a strategic role in service marketing and contributes to packaging the service, facilitating the service delivery process, socializing customers and employees, and differentiating the firm from competitors.

    The SOR Model

    • The SOR model explains the relationship between stimuli, the customer's organism, and their responses or attitudes.
    • Stimuli are what the firm presents to the customer.
    • The organism receives the stimuli.
    • Responses are influenced by three emotional states: pleasure, arousal, and dominance.

    Development of Servicescape

    • Servicescape encompasses the physical environment where service encounters occur.
    • Servicescape is designed to create a specific atmosphere for customers.
    • The servicescape can be tailored for remote, self-service, and interpersonal services.

    Managing the Senses

    • Customers' senses, such as sight, sound, touch, taste, and smell, can be managed to influence their experience.
    • Designing a servicescape involves understanding the target market, their expectations, and the emotional impact desired.

    Sight Appeals

    • Sight plays a critical role in servicescape design.
    • Colors can evoke specific emotions and associations.
    • Warm colors are associated with energy, warmth, and excitement.
    • Cool colors are usually associated with calmness, tranquility, and sophistication.

    Sound and Scent

    • Sounds can set moods, grab attention, and provide information.
    • Pleasant scents can enhance the overall experience while unpleasant smells can be detrimental.
    • Touch can be a part of the servicescape, especially through interactions with service providers.

    The Taste Factor

    • In some contexts, the taste factor can play a significant role, such as the offering of samples to customers.

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    Related Documents

    Hoffman4e.ch 8 Physical Evidence 2.pptx PDF

    Description

    Discover the key concepts of physical evidence in service marketing, including the SOR model that connects stimuli, organism responses, and emotional states. Explore how the servicescape impacts customer experiences and how firms can leverage it for differentiation. Test your understanding with this comprehensive quiz.

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