14.15 : 服务环境

The service or physical environment includes the design, ambiance, layout, and physical setup of the space where services are offered.

For instance, Starbucks creates an inviting atmosphere with its consistent design, lighting, and furniture, significantly influencing customer perceptions and the service experience.

The Servicescape model assesses ambiance, spatial layout, and physical setup in service environments.

Ambiance pertains to the environment's intangible aspects, such as lighting, music, scent, and temperature. For example, Abercrombie & Fitch uses dim lighting, loud music, and a signature scent in its stores to create its unique environment.

The spatial layout focuses on the arrangement of furniture, equipment, and spaces and how these elements facilitate service delivery. Chipotle has an efficient service line layout, enabling customers to navigate and personalize their meals effortlessly, enhancing the dining experience.

Physical setup includes signage, symbols, and artifacts that provide information, guide behavior, or represent the brand. For example, McDonald's golden arches and color scheme in its signage symbolize the brand and guide customers.