Chapter 2

Chapter 2

Chapter 2 Frameworks for Managing the Customers Experience Fisk/Grove/John-4e, Copyright Cengage Learning. All rights reserved. 1|1 Objectives 1. To examine the key components of the service experience 2. To describe three different frameworks that capture the customers service experience:

Services marketing mix Servuction framework Services theater framework 3. To provide an in-depth illustration of service as theater 4. To discuss the emotional aspect of the service experience Fisk/Grove/John-4e, Copyright Cengage Learning. All rights reserved. 1|2 Outline I. Introduction II. Components of the Service Experience

III. Framing the Service Experience IV. Comparing Service Experience Frameworks V. Raising the Curtain on Services Theater VI. Summary and Conclusion Fisk/Grove/John-4e, Copyright Cengage Learning. All rights reserved. 1|3 Components of the Service Experience 1. Service workers Those who interact with customers, and those who contribute to the service delivery out of the customers' sight. 2. Service setting The environment in which the

service is provided to the customer and areas of the organization to which the customer normally has little access. Fisk/Grove/John-4e, Copyright Cengage Learning. All rights reserved. 1|4 Components of the Service Experience (contd) 3. Service customers The persons receiving the service (e.g., the diner or the depositor) and others who share the service setting with them. 4. Service process The sequence of activities or events necessary to deliver the service.

Fisk/Grove/John-4e, Copyright Cengage Learning. All rights reserved. 1|5 Framing the Service Experience Service frameworks perform several important functions: Aid comprehension of service experiences by describing their components. Make communicating about diverse services much easier since a framework may include components that are applicable to them all. Identify issues that should be considered in the design of the service delivery

Specify relationships among the four components of the service experience Fisk/Grove/John-4e, Copyright Cengage Learning. All rights reserved. 1|6 Framing the Service Experience (contd) The Services Marketing Mix (Booms and Bitner 1981) The Servuction Framework (Langeard et al. 1981) The Services Theater Framework (Grove and Fisk 1983)

Fisk/Grove/John-4e, Copyright Cengage Learning. All rights reserved. 1|7 The Services Marketing Mix Framework Adds three new Ps to the four Ps of the traditional marketing mix: Participants are all people, whether customers and workers, who are involved in the service production. Physical evidence means the service environment and other tangible aspects of the service that facilitate or communicate the nature of the service. Process of service assembly refers to the procedures

and flow of activities that contribute to the delivery of the service. It suggests that marketing a service involves more considerations than marketing a good. Fisk/Grove/John-4e, Copyright Cengage Learning. All rights reserved. 1|8 The Servuction Framework The term is hybrid of service and production The services invisible organization and system Aspects contributing to the service production beyond the customers view.

The visible elements include: The inanimate environment (the physical setting in which the service is performed) The contact personnel (the employees who directly interact with the customer to provide the service) Customer A (the customer receiving the service) and customer B (others who may be present in the visible area) and their interaction. Fisk/Grove/John-4e, Copyright Cengage Learning. All rights reserved. 1|9 The Servuction Framework (contd)

The bundle of service benefits a customer receives as a result of the interaction with the contact personnel (e.g., their courtesy and competence),the inanimate service environment (e.g., its comfort and decor), and other customers (e.g., their number and behavior) Fisk/Grove/John-4e, Copyright Cengage Learning. All rights reserved. 1 | 10 The Servuction Framework (contd) Fisk/Grove/John-4e, Copyright Cengage Learning. All rights reserved.

1 | 11 The Services Theater Framework Actors (service workers) are those who work together to create the service for an Audience (customers). Setting (service environment) is where the action or service performance unfolds (frontstage) and is supported (backstage). Performance is the dynamic result of the interaction of the actors, audience, and setting. Fisk/Grove/John-4e, Copyright Cengage Learning. All rights reserved.

1 | 12 The Services Theater Framework (contd) The frontstage actions that service actors perform for the customers often relies on significant support from the backstage personnel and equipment. Much of the planning and execution of the service experience occurs backstage, away from the audiences inspection. Fisk/Grove/John-4e, Copyright Cengage Learning. All rights reserved. 1 | 13

The Services Theater Framework (contd) Fisk/Grove/John-4e, Copyright Cengage Learning. All rights reserved. 1 | 14 Comparing Service Experience Frameworks Fisk/Grove/John-4e, Copyright Cengage Learning. All rights reserved. 1 | 15

Raising the Curtain on Services Theater Why will the Services Theater Framework be used throughout this textbook? Its easy to use. Most people will intuitively understand it. It employs simple and fun concepts. Subway example Fisk/Grove/John-4e, Copyright Cengage Learning. All rights reserved. 1 | 16 Web Sites

Apple (http://www.apple.com), p. 20 L.L.Bean (http://www.llbean.com), p. 22 Marriott Hotels (http://www.marriott.com), p. 24 Hyatt Hotels (http://www.hyatt.com), p. 24 Nordstroms (http://www.nordstrom.com), p. 25

Fisk/Grove/John-4e, Copyright Cengage Learning. All rights reserved. 1 | 17 Web Sites (contd) Ritz-Carlton Hotels (http://www.ritzcarlton.com), p. 25 Comfort Express Hotel-Oslo (www.comforthotelxpress.no), p. 25 Deutshe Bahn Call-a-Bike (http://www.callabike.de/i_english.html) p. 27 Benihana

(http://www.benihana.com), p. 28 Jiffy Lube (http://www.jiffylube.com), p. 28 & 32 Fisk/Grove/John-4e, Copyright Cengage Learning. All rights reserved. 1 | 18 Web Sites (contd) Magic Castle (http://www.magiccastle.com), p. 29 Subway (http://www.subway.com), p. 30

Enterprise Rent-A-Car (http://www.enterprise.com), p. 32 Delta Airlines (http://www.delta.com), p. 32 Scandinavian Airlines (SAS) (http://www.scandinavian.net), p. 32 JAL Airlines (http://www.jal.com), p. 32 Fisk/Grove/John-4e, Copyright Cengage Learning. All rights reserved.

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