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服務品質管理
Service Quality Management
中央市場
Central Market
指導教授:廖顯宗 老師
碩工三甲 M97U0226 王暉誠
ABSTRACT
a radical, standardized, undifferentiated
place to shop that was designed for
efficiency and offered similar products.
The founders wanted to create farmer’s market
“look and feel” by offering only high-quality,
fresh products while also providing a vibrant,
interactive atmosphere.
PROPOSE
Central Market was designed to change the way
people ate and how they prepared a meal.
Exploration and discovery are encouraged as the
customers make their way through, what some
consider, a delectable labyrinth of displays.
The entrance to Central Mark leads into an atrium
that contains an information desk and a small coffee
bar.
Customers then join a serpentine flow through a fullview European style city market.
Central Market calls this a force flow as seen by the
floor plan.
The aroma of coffee, fresh produce, fish, and baked
goods greets customers as they walk through the
store. Freshness is ensured because products are
shipped in daily.
The main thoroughfare divides the beer and wine
section and creates an opportunity for browsing and
impulse purchases.
Questions
How do the environmental dimensions of
the servicescape explain the success of
Central Market?
Comment on how the servicescape
shapes the behaviors of both customers
and employees.
The store design is remarkably flexible. Displays are
added or removed dependent upon seasonality and
customer demand.
The Central Market experience is a wonderful assault
on the senses. Customers can see, smell, feel, and
even taste products.
Customers spend extra time in the store because they
are presented with items they have never seen before
and the facility design controls their travel path.
The experience of shopping at Central Market
appears to be addictive. Central Market is, in fact, the
second largest-tour destination in Austin.
THE END