Chapter 10: Crafting the Service Environment
The Mehrabian-Russell Stimulus-Response Model
Example 1: Emporium Mall Experience
We may dislike being in a crowded mall with lots of other customers, find ourselves unable to
get what we want as fast as we wish, and thus seek to avoid that environment. We don’t do this
simply because there are a lot of people around us. Rather, we are frightened by the unpleasant
feeling of crowding and of not being able to get what we want fast enough.
However, if we are not in a rush, we may feel pleased and excited about being part of the crowd
during seasonal festivities in the very same environment. This may make us want to stay and
enjoy the experience
Example: Restaurant Dining Experience
Imagine a restaurant that has a busy & crowded atmosphere during peak hours. How customers
perceive and interpret this environment can significantly impact their feelings and subsequent
behaviors:
1. Perception of Crowded Environment: Some customers may perceive the crowded
environment negatively, as it could lead to difficulties in finding seating, longer wait
times for service, or increased noise levels. They may interpret the situation as feeling
crowded, overwhelmed, and frustrated. These negative perceptions and interpretations
can influence their emotional state.
2. Feelings and Customer Behavior:
Negative Feelings: Customers who experience negative feelings in the crowded
restaurant environment may become dissatisfied and seek to avoid such situations
in the future. They might decide to leave and look for an alternative restaurant
with a less crowded atmosphere, faster service, or more peaceful surroundings.
Positive Feelings: On the other hand, if customers perceive the crowded
environment positively, their feelings can be quite different. For example, during
festive seasons like EID, they may interpret the crowded restaurant as an
energetic & lively atmosphere. This positive perception can evoke feelings of
excitement, pleasure, and a sense of being part of a celebratory experience. As a
result, they may choose to stay and enjoy the bustling ambiance.
These examples illustrates how the same environment, can elicit distinct feelings & subsequent
responses from customers. Their interpretations of the environment determine whether they
perceive it negatively or positively. These emotional responses drive their behaviors, such as
staying or leaving, and their future preferences for similar environments.
Russell’s Model of Affect
Example1: Fine Dining Restaurant
Applying Russell's Model of Affect, we can examine how pleasure and arousal dimensions come
into play:
Pleasure: Pleasure refers to the subjective liking or disliking of an environment. In a fine dining
restaurant, pleasure can be experienced in various ways:
Attractive Food Presentation: Fine dining establishments often focus on artistic
food presentation, with carefully crafted dishes that are visually appealing. The
beautiful arrangement of ingredients, use of vibrant colors, and attention to detail
can elicit a sense of pleasure and appreciation.
Savory Flavors and Taste: The taste and flavors of the dishes served in a fine
dining restaurant can provide a pleasurable experience. High-quality ingredients,
expert culinary techniques, and the combination of flavors can result in a
delightful and enjoyable journey.
Elegant and Luxurious Setting: The decor and ambiance of a fine dining
restaurant contribute to the overall pleasure. A sophisticated and elegant setting,
with soft lighting, comfortable seating, and attentive service, can create a
pleasurable atmosphere for customers.
2. Arousal: Arousal refers to the level of stimulation or activity experienced in an
environment. In a fine dining restaurant, arousal can vary based on the following factors:
Culinary Innovations: Fine dining restaurants often emphasize unique and
creative culinary techniques. These innovative approaches can provide a high
level of stimulation and arousal, as customers encounter novel and unexpected
flavors and textures.
Culinary Theater: Some fine dining restaurants incorporate live cooking stations
or open kitchens, allowing customers to observe the culinary process. The visual
demonstration of chefs showcasing their skills, along with the sounds, smells, and
actions involved in food preparation, can generate a heightened level of arousal.
Example 02: Luxury Hotel’s Experience:
Pleasure: Luxury hotels aim to provide a sense of lavishness, comfort, and exceptional service.
Pleasure is derived from the luxurious amenities, elegant room decor, personalized attention, and
attention to detail in every aspect of the guest experience.
Arousal: Arousal can be created through engaging activities and events offered by luxury hotels,
such as exclusive parties, live performances, or access to high-end facilities like spas, fitness
centers. The anticipation and participation in these events can evoke a sense of excitement and
heightened arousal.
Example 03: Sports Stadium Experience:
Pleasure: Sports stadiums offer an environment where the cricket fans & the sports lovers can
come together to support their favorite teams, creating a sense of shared passion & love. Pleasure
is derived from the enjoyment of the game, cheering for the team, and celebrating victories or
memorable moments.
Arousal: Arousal can be experienced through the energy and excitement of the crowd, the chants,
and the roar of the stadium. The anticipation, competitive nature of the game, and the surge of
emotions during critical moments contribute to the overall arousal experienced by spectators.
In each of these examples, the service environment plays a crucial role in shaping customers'
emotional responses. Pleasure is derived from the subjective liking or disliking of the
environment, while arousal relates to the level of stimulation experienced. Understanding and
managing these emotions can help service providers create memorable experiences and drive
customer satisfaction and loyalty.
Servicescape Model:
Examples in each dimension of the Servicescape Model within the Pakistani service sector:
1. Ambient Conditions:
Monal Restaurant in Islamabad provides a scenic view of the city while offering
soft lighting, comfortable seating, and soothing background music to create a
relaxed and pleasant ambiance.
Coffee Shops: Espresso Lounge in Karachi maintains a cozy atmosphere with
warm lighting, aromatic coffee scents, and mellow music, making it an inviting
space for customers to unwind.
Salons and Spas: Depilex Beauty Clinic and Institute in Lahore creates a serene
environment with dim lighting, calming music, pleasant aromas, and a
comfortable temperature, promoting relaxation and rejuvenation.
Cinemas: Cinepax Cinemas across Pakistan ensure optimal lighting and sound
conditions, creating an immersive experience for moviegoers.
Hotels: Pearl Continental Hotel in Karachi sets the mood with ambient lighting,
soft music, and fragrant scents, enhancing guests' comfort and relaxation.
2. Space/Functionality:
Shopping Malls: Emporium Mall in Lahore provides spacious walkways, well-
defined store areas, and clear signage for easy navigation and a seamless shopping
experience.
Fitness Centers: Shapes Health Studio in Karachi offers a well-organized layout,
designated workout zones, and specialized equipment areas, ensuring efficient use
of space and functionality.
Libraries: Quaid-e-Azam Library in Islamabad arranges its books and reading
areas systematically, providing ample space for readers, study tables, and quiet
study rooms.
Hospitals: Shaukat Khanum Memorial Cancer Hospital and Research Centre in
Lahore incorporates separate wings for different medical specialties, ensuring a
well-structured and functional space for efficient patient care.
Airports: Allama Iqbal International Airport in Lahore has designated areas for
check-in, security, customs, and boarding gates, streamlining the passenger flow
and optimizing space utilization.
3. Signs, Symbols, and Artifacts:
Restaurants: Bar.B.Q Tonight restaurants across Pakistan use symbols like
skewers and grill imagery in their logos and decor, reflecting their specialty in
barbecue cuisine.
Banks: Habib Bank Limited (HBL) utilizes its iconic logo and consistent branding
elements across its branches, creating a recognizable and trusted identity.
Educational Institutions: Lahore University of Management Sciences (LUMS)
incorporates its logo and vibrant signage throughout the campus, contributing to a
strong institutional identity.
Retail Stores: Khaadi, a popular clothing brand, features traditional Pakistani
motifs and textile-inspired artwork in its stores, aligning with its cultural identity.
Hotels: Serena Hotels and Resorts incorporates local artwork, traditional patterns,
and cultural artifacts in their properties, showcasing Pakistan's rich heritage and
creating a sense of place.