服务管理：运作、战略与信息技术(原书第9版)案例课件Central_Market.pptVIP

* The Role of the Servicescape Copyright ? 2014 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin What is Central Market? “We want to change the way people eat…” -Brian Cronin, General Manager Concept: a modern farmer’s market for the discerning customer Aesthetics Force Flow Queuing Results The Servicescape Aesthetics Produce Flowers Produce Produce Meat Seafood Cheese Info Coffee Entrance Cafe Cashiers Beer Wine Dairy Bakery Deli Grocery Staples Catering Exit Force Flow Cashiers Frozen Dairy Meat Produce Deli Grocery Staples Normal Grocery Store Deli/Meat Checkout Express Lanes 1 3 6 2 5 4 Queuing Systems Central Market Average Grocery Store 60k ft2 100k ft2 Size Sales / Customer $40 $20 Transactions / Week 25,000 50,000 Product Mix Wine Groceries Results “There’s cheese at the end of the maze…” Questions How do the environmental dimensions of the servicescape (ambient conditions, space/function, signs, symbols artifacts) explain the success of Central Market? Comment on how the servicescape shapes the behaviors of both customers and employees? Recommendations for Improvement New Customer Orientation Greeters Signage (internal and external) Maps Parking and Traffic Flow * * *