Learning goals
At the end of this course, students will be able to: |
Relation with the final attainment targets: |
| 1. |
use the theoretical notions to design (and evaluate) service environments, and explain the impact on consumer experience; |
1;2; 1.3; 1.4; 1.6; 3.1; 3.2; 3.3; 3.5; 3;6; 3.7; 4.4; 4.5; 5.2. |
| 2. |
explain and analyse how these theories apply to a variety of service contexts; |
1;2; 1.3; 1.4; 1.6; 3.1; 3.2; 3.3; 3.5; 3;6; 3.7; 5.1. |
| 3. |
give examples that relate to these concepts and theories; |
1;2; 1.3; 1.4; 1.6; 3.1; 3.2; 3.3; 3.5; 3;6; 3.7. |
| 4. |
recognize and describe key concepts and theories on consumer experience and the service environment; |
1;2; 1.3; 1.4; 1.6; 3.1; 3.2; 3.3; 3.5; 3;6; 3.7. |
| 5. |
formulate and present conclusions and advise on the design of the servicescape for service management based on relevant (academic) literature and methods. |
1;2; 1.3; 1.4; 1.6; 3.1; 3.2; 3.3; 3.5; 3;6; 3.7; 4.1; 4.2; 4.5. |
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Managing consumer experience and behaviour is very important for service organizations. We explore how environmental design decisions impact the way consumers think, feel and behave. The servicescape consists of a complex interaction of social and environmental elements which are experienced holistically. Within the service environment, customer motivations vary. Dependent on the activity at hand (i.e., are consumers performing a complex or simple task), situational context (i.e., peak or off-peak hours), and the consumer’s emotional and motivational state (i.e., are consumers looking for a specific goal, or just enjoying the environment), environmental design of the servicescape impacts consumer experience and behaviour. In this course, key concepts and theories of consumer experience and the service environment will be discussed and students will translate theory into practice. In a group assignment, students will develop and present a conceptual design for a specific service environment.
If their examination board and programme board allows it. Students from the following UT master programmes can follow this course: BA, CEM, CME, EST, IDE, IEM and PSY.
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