Servicescape model is an applied SOR (stimulus, organism and response) model, where in with help of changing the environmental elements and stimulus which act on organism (here the customers and employee in this case) and triggers the behavior according to stimulus. Service escape model helps in understanding and brings in change in following environmental stimulus of setting to get the desired behavioral changes:
Physical environment like ambient condition, spatial layout, sign symbol and after facts.
The holistic environment where the person enters in a service setting get the multiple stimuli simultaneously and creates the overall impression of the place or settings. Role of a customer moderators is to control the flow of activities and incorporation of stimuli to get the desired behavior from customers.
Actions required to solve the problem given in the case. The case is about creating the suitable set of stimuli which brings in favorable behavioral (more time being spent in bar) changes in target set of customer’s (old age customers) and at the same time these environmental elements should bring in favorable (refrain from coming to bar) behaviors in non-target customers (university students). This is being done with the intention that a more profitable customer should stay more and they should not feel any disturbance from the university students.
Actionable recommendations that Frank should consider improving the situation.
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