Human behavior is influenced by the physical setting in which it occurs. How does the servicescape influence the individual behavior of consumers and employees? Give examples.

Question

What will be an ideal response?

Answer 1

Individuals react to places with two general and opposite, forms of behavior-approach and avoidance. Approach behaviors include all positive behaviors that might be directed at a particular place, such as desire to stay, explore, work and affiliate. Avoidance behaviors reflect the opposite-a desire not to stay, explore, work or affiliate. Both are influenced by servicescapes, which can be made attractive to the eyes, ears and smell or which can be offensive to the same senses. Students will have a variety of examples for approach including the smell of popcorn, fresh bread, coffee and potpourri, the sight of a sidewalk sale or interesting signs and the playing of different music styles. Avoidance behaviors might be influenced by a parking lot full of potholes, graffiti on the walls, dirty windows or an allergic reaction to a smell.
In addition to attracting or deterring entry, the servicescape can actually influence the degree of success consumers and employees experience in executing their plans once inside. In addition, the ability of each individual employee to do his or her job effectively is also influenced by the servicescape. Adequate space, proper equipment and comfortable temperature and air quality all contribute to an employee's comfort and job satisfaction. This satisfaction causes him or her to be more productive, stay longer and affiliate positively with co-workers.