Service environment

Note

For most service companies, designed and created the environment is not an easy task. While the service sector to provide services for the customer premises or in the home, the problem is not very important, but they should also be noted that the design of instruments and equipment, uniforms, vehicles, stationery and may form in the minds of customers for service companies impressions similar matters.

Features

From a design service environment, the environment has the following characteristics: (1) the environment that surrounds (Surrounds), comprising (enfolds) and receiving (engulfs), a person can not be the subject of the environment, it can only be a participant environment.

(2) environment often multiple modes (multi-model), that is, environmental impact is not formed senses only one way.

(3) edge information and core information always show the same time, we are also a part of the environment, even if not part of the focus of attention, people can still feel it.

(4) extending in the environment of the information revealed is always more than the actual process, wherein the pieces of information may conflict with each other.

(5) environmental objectives and actions are implied as well as a variety of different roles.

(6) comprising a variety of environments and many many meanings motivation information.

(7) various environments are implied all sorts of aesthetic, social features and systematic.

Therefore, the design of the service environment task, the relationship between the various local and express the overall impression of the whole, the impact on customer satisfaction with the service.

create

design ideal service environment is not an easy thing, in addition to spending a lot of money, a number of uncontrollable factors will also affect the environmental design. On the one hand, our knowledge and understanding of environmental factors and their impact is still not enough. How important is exactly the size of the space, facilities and supplies for color and shape and other factors? What kind of relationship exists between carpets, curtains, lighting, temperature and other factors? Questions like these have a strong subjective, difficult to find a right answer. On the other hand, everyone has different preferences and needs, their understanding and response to the same environmental conditions also vary. Therefore, the type of person designed to meet a wide variety of environmental services, as there are some difficulties hotels, hotel, bus station or airport.

key factors

a service company to be portrayed differently, influenced by many factors. All the constituent elements of the marketing mix, such as price, service itself, advertising, promotions and public events, not only affects the perception of the customer and the parties, has become a real factor services. Key factors influencing the formation of environmental services are mainly two points.

Physical Properties

service companies building construction design, there are a number of aspects of its image-building impact. A number of important factors that retail establishments Table 14--2 display. Each of the following items are all factors of the image, in which the presence or absence of any one will affect the performance of other individual attributes. In other words, these properties may help create and maintain the image.

service companies external physical performance will affect the image of their services. A concrete structure of the building, including its material, size, shape, used for construction, its location and position compared with neighboring buildings, are all factors that shape the perception of the customer. As for the relevant factors, such as parking convenience, accessibility, facade windows, door and window design, and manufacturing show signs marked vehicles, and so on are also important. Because the external focus of attention can often be attached with reliable, permanent, conservative, progressive or various other impression. The furnishings interior layout services company, decoration, tables, furniture, decoration, seating, lighting, shades fit, materials, air conditioning, labeling, such as images and visual presentation of quality photos, etc., all of which tend to merge together it will create "impression" and "image." From a more sophisticated level, inside the property also includes: notebook paper, stationery, indicating brochures, exhibition space and shelves and other items.

All of these components can merge into a service company "distinctive personality as a whole", requires considerable technical and creative. Physical evidence allows a company or organization to display its "character" and "personality" is a key feature in a highly competitive market and service products of the no gap.

atmosphere

service facilities will affect its image. "Atmosphere" originally refers to a buyer whereby the influence of "intentional space design." In addition, the atmosphere for the employees and others who come to the company approached also have a major impact. The so-called "working conditions" means it will affect the staff's attitude towards customers. On retail terms, each store has its own physical layout, furnishings ways, some cramped, somewhat spacious. Each store has its 'feel', and some very attractive, luxurious and some magnificent, some simple. Stores must maintain a planning atmosphere, appropriate for the target market, and can induce the purchase.

Many service companies are beginning to seem to understand the importance of the atmosphere. Restaurant atmosphere and the food is equally important is well known, the Grand Hotel should be seen as a warm and cordial, retail stores should also pay attention to respect for the customer, and to add some glamor to the "atmosphere" inside; some advertising companies to spend time carefully do the design on the atmosphere; moreover banks, law firms and dentist waiting rooms, often due attention to whether the reason the atmosphere, but "at home" or "discouraged" difference. Impact "atmosphere" Some factors include:

A, visual

retail store using the "visual Commercialization" (visual merchandising) to explain the term visual factors that may affect the customer's perception of store importance. Commercialization and marketing of visual image and establish relevant, after the customer door, you can reach the above two projects. Retail visual commercialization, designed to ensure that regardless of the customer in the elevator ride, or while waiting to pay the bill, the establishment of marketing and image services continued to progress. Lighting, furnishings layout, color, are clearly "visual commoditization" of a part, in addition, staff appearance and dress too. In short, the visual presentation is a major cause of customer service throughout the product.

B, odor

odor will affect the image. Retail stores, such as coffee shops, bakeries, florists and perfume shop, aroma and flavor can be used to promote their products. Bakery can skillfully use a fan to disperse the smell of fresh-baked bread to the street; restaurants, steak shop, fish shop or potato chips, but also can use scent to achieve good results; as for those career services office, leather pieces of leather smell and the smell of the wax or light wood floor waxing, can often diverge a special kind of luxury.

C, the sound

often create sound atmosphere background. Film manufacturers have long aware of its importance, even in the silent era, the soundtrack will be regarded as an essential component of the atmosphere. Teen pop clothing store background music, by creating a climate of course heard the elevator and large department stores in the Mozart flute very different atmosphere, and also played for airline passengers to listen to the soothing melodies before take-off the atmosphere is completely different. If you want to create a "quiet" atmosphere, you can use careful compartment, low ceilings, thick carpets and soft-spoken manner sales staff. This atmosphere in the library, books, gallery or fur goods store is often necessary. A recent study indicated that playing music to retail stores, the crowds flow contacts the store, will be playing what kind of music may change. When playing slow music business lines tend to be relatively high.

D, tactile

seat of thick material blanket of thick feeling (rich texture), the thickness of the carpet, sensitivity wallpaper, coffee shop table wood sense and marble floor cooling sensation It will bring a different feeling, concurrent shed unique atmosphere. Some retailers are samples show the way to stimulate the customer's sensitivity, but some stores, such as fine cut glass, fine ceramics, antique shops, book gallery or museum, it prohibits the use of touch. But regardless of any circumstances, use of materials and furnishings product display skills are important factors.