Essays on Dimensions of the Service Environment Case Study

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The paper "Dimensions of the Service Environment" Is a great example of a Marketing Case Study. Service environments are multifaceted and integrate many components intended to shape employee and customer responses. The capacity of the physical environment to impact behavior and to establish an image is specifically oblivious for services providers, including hotels and restaurants. The Mehrabian and Russell Stimulus-Response Model show that effect or feeling facilitates in determining how humans respond to the varied elements within the environment. Russell’ s Model of effect also indicates how such feelings can better be understood, as well as their effects on the response behavior (Lovelock et al.

n. d). The models hypothesize that the environment and how it is viewed and interpreted whether knowingly or reflexively influences how people feel within that setting. People’ s feelings are therefore the principal element in the model, as they trigger responses to that environment. At the same time, similar environments lead to varied feelings and consequent responses (Murray 2012). Studies show that consumer emotions influence buyer behavior. In this respect, this paper aims to explore the use of situational factors by Prahran Hotel and Starbuck.

It further investigates the association of the mediating factors variables, which are the emotional states suggested by Mehrabian and Russell. Prahran Hotel and Starbuck’ s service environments are examined to show how they leverage emotional states and situation factors. Background analysis: Prahran Hotel and Starbuck in Melbourne The physical environment and the manner in which operations are done at Prahran Hotel and Starbucks play a significant role in creating a particular institutional image, as well as the experience the customers are going to love. Compared to the Prahran Hotel, which is also situated in Melbourne, Starbucks is relatively small and clattered with small chairs and tables and an outdoor seating area.

It is situated in Melbourne’ s famous Italian cafe district, Lygon Street (Winchester 2011). The environments in which Prahran Hotel and Starbuck markets themselves are essentially a reflection of the quality of services the companies offer. Hence, it is clear that their management has made efforts to stimulate such quality with the view of acquiring a strong brand image. As a consequence, the environment of the hotel seeks to modify the perception of the quality of its services.

In return, it is expected that the customers will attribute a superior quality to the products that the Prahran Hotel and Starbuck seek to market in luxuriant and opulent locations, in contrast to those marketed as a discount atmosphere. Exterior design Architectural style and exterior design The location of the Prahran Hotel is away from the crowded streets of Melbourne. On the other hand, Starbucks is situated in crowded parts of Lygon Street, although adjacent to commercial galleries. Concerning Prahran Hotel’ s architecture, the exterior has 17 concrete pipes that are stacked to create an illusion of a three-story facade, which brings out the feeling to a creator that the pub is modern and unique. Figure 1: Prahran Hotel visible from outside Accordingly, in both cases, the predominant pattern is that of renovated structures, with modern glass facades that have multitudes of purposes, such as creating the impression of modernity and contribute to the rise intangibility of the services, by allowing the customers who are outside to view and anticipate the way in which operations are run from the inside.

According to Graa and Dani-elKebir (2012), such features create responses to customers by inviting them to interact with the personnel (See Figure 1).

References

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Graa, A & Dani-elKebir, M 2012, "Application Of Stimulus & Response Model To Impulse Buying Behavior Of Algerian Consumers," Serbian Journal of Management vol. 7 no. 1, pp53 – 64

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Lovelock, C, Wirtz, J & Chew, P n.d., Essentials of Services marketing, viewed 19 Aug 2014, http://bschool.nus.edu.sg/Marketing/Jochen%20papers/Chapter10.pdf

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Murray, J 2012, Towards a Better Specification of the Store Environment Stimulus: An Augmented Stimulus-Organism-Response (SOR) Model That Captures Brand Expressiveness, British Academy of Management, Cardiff, Conference Proceedings. Sept. 13th. 2012.

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Winchester, M 2011, “Starbucks and McDonalds – two different strategies for coffee drinkers in Australia”, Victoria University

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