Please give feedback based on the questions and the responds. I Numbered the questions and the respond is on the bottom of the question

1. The corresponding points should be taken off if a student's answer doesn't include the following points. The idea behind this question is to think about the impact of other customers. Orthodontic services are typically provided to children who need an adult to transport them to the clinic. (3 points) In addition, since the adult is typically a mother or father, other children may accompany the young client to the office as well. (3 points) Consequently, waiting room capacity must take into consideration not only the client, but parents and siblings as well. (3 points) If an orthodontist and his or her staff can serve six patients per hour, then 6 * (2~3)=12~18 chairs need to be available in the waiting room. (2 points; some students might answer 6*4=24, which is okay, so long as the logic s/he provided here is the same as what is discussed above.) 

Respond: If an orthodontist and his or her staff can serve six patients per hour, how many chairs need to be available in the waiting room? If the orthodontist and his or her staff conserve up to six patients per hour, then they would need at least 12 chairs in the waiting.

2. The corresponding points should be taken off if a student's answer doesn't include the following points; yet, if other arguments/examples in the same vein of this example answer are used, then 2 points each can be given as bonus points.

Rooms to consider include: (1 and 2 could be combined).

1. reception,(2points)
2. front desk,
3. waiting room,(2points)
4. examination/consultation room,(2points)
5. treatment bays,(2points)
6. restrooms,(2points)
7. employee break room,(2points)
8. manager's office,(2points)
9. file storage room,(2points)
10. and lab.(2points)

Respond: As mentioned in the previous response, the facility layout design must consider the physical and psychological needs of the employees and the patients of Dr. Crane's office. An orthodontist's office should include a large waiting room with the ability to hold a large enough capacity of people so that patients and their families can sit comfortably. As the case study report mentions, Dr. Crane's last office's waiting room could not hold the number of people that were seeking his highly rated and growing service. He had to have the overflow of patients wait on the deck outside of the office which was not a practical option during the colder months of the year. For his new space, it will be necessary to have a larger waiting room for patients and their families.

When considering the physical needs of patients and employees, the servicescape designer will ideally place 3 bathrooms. One bathroom will be for employees only and the other 2 bathrooms will be for guests to use. A separate bathroom for employees promotes greater professionalism and retains a positive perception from patients. Having 2 bathrooms for patients is appropriate considering the volume of business that Dr. Crane's office receives. These bathrooms should be in close proximity to the waiting room so that patients do not have to go far to use the restroom. Having 2 bathrooms will lend to a more pleasant experience and positive perception for patients because they will have less wait times for using the restroom, will have easy accessability, and will view the office as being more acommodating and put-together.

Patient treatment rooms will be necessary for employees to provide adequate and professional care to patients. This may be broken off into different types of rooms for different treatment including some rooms for brace installment and maintainance while other rooms might be used for more intense or involved treatment like retainer molding/fitting where different materials and equipment is used.

It will be necessary to have a private room in the office for patients to privately speak with the doctor about treatment plans and pricing. The reception area will require its own room and possibly an extending room off of the main reception area for file storage. Additionally, a staff room may be necessary for employees to store their belongings and store any food. Lastly, the design of the orthodontics office should include a storage room for items such as gloves, papertowels, bibs, soap, cleaning products, etc

3. The corresponding points should be taken off if a student's answer doesn't include the following points; yet, if other arguments/examples in the same vein of this example answer are used, then 2 points each can be given as bonus points.

Other considerations include ambient conditions such as (1 and 5 could be combined)

1. temperature, (2 points)
2. air quality,(2 points)
3. noise management,(2 points)
4. music,(2 points)
5. smells,(2 points)
6. layout,(2 points)
7. equipment,(2 points)
8. furnishings,(2 points)
9. signage,(2 points)
10. the use of personal artifacts,(2 points)
11. and style of décor.(2 points)

Respond: In addition to the proper number of rooms and their uses, an orthodontic servicescape should also consider exterior factors such as parking accommodation, landscaping, and building security. Some interior factors to consider when designing this servicescape are lighting and electricity within the space that is both practical and inviting to clients and for medical use. Another component to remember is the interior design of the space which should be comfortable as well as attractive. This will include flooring, furniture, artwork, and color themes of the entire space.

Within each necessary room will include elements that help facilitate the service being provided. Chapter 8 discusses the importance of these elements that help facilitate services such as wayfinders which can help customers navigate through a servicescape. An example the text gives is when a staff member guides a customer to "follow the blue tiles" to find the school library or how a mall will have components like a large fountain or mural for people to know and remember where they are. This can be used in the case of the orthodontics office as well perhaps by some signifying characteristic to guide people to the bathroom so that patients do not get lost. As the case study mentions, the majority of Dr. Crane's patients are between the ages of 8 and 16, so a wayfinders to lead young patients to various destinations (bathrooms, treatment rooms, waiting room, etc.) can be especially helpful. For the orthodontics servicescape design, the designer should consider having signs in the waiting room to direct patients what to do/or the office's policies such as if they require masks in-office or a valid driver's license upon arrival. In treatment rooms, the space could have signs that indicate a warning for potentially dangerous equipment or materials so that patients are aware of the hazards. Signs directing guest to the restrooms, exits, waitingroom/lobby, elevator, etc. will be helpful to both guests and staff when navigating through the servicescape. Lighting/electricity inside and outside of the space will also facilitate services by providing light for the doctor & technicians to work on patients, the reception staff to communicate with patients and enter & retrieve data into computer system, and the guests & employees to navigate their way through and out of the building. The space should consider the specific layout of the rooms so that the design makes sense for both staff and customer use and is not impractical. The designer must consider the heating and air conditioning of the space so that the servicescape is comfortable and workable. The design should include proper piping for water supply through the office for functioning use in bathrooms and in treatment rooms. Additionally, the servicescape should consider safety designs such as sprinklers, fire alarms, and any other built-in safety precautions to facilitate proper protocol for employees and patients to safely react to dangerous situations such as a fire, flood, etc.

The designer should also consider the organizational socialization of employees and customers. This refers to the process by which the individual adapts to the values, norms, and required behavior patterns of an organization (Bateson & Hoffman, 2017). When the designer of the servicescape considers socialization, they must decide if employees will be wearing some sort of uniform dress code. This will allow for patients to identify who works in the office and ask them for assistance as needed. 

All of these factors of design of this servicescape including interior, exterior , and other tangible elements are referred to in Chapter 8 as the packaging of the service. With quality packaging, it allows the firm to improve their customers' perceptions of the service and the servicescape. When customer perceptions are positive, it reduces the risk associated with the service or purchase. As a part of the interior design of the space, the designer should consider elements of scent such as air fresheners to give guests a pleasant experience in the servicescape. Chapter 8 also mentions how these tangible elements of a servicescape lend to customers' expectations of a service firm. For the current scenario of an orthodontics office, if the interior design looks dated, deteriorated, unclean, or unsafe, customers may expect the quality of service to match. If the servicescape is pristine, attractive, safe, customers will expect to be taken care of and will be more at ease. .

4. The corresponding points should be taken off if a student's answer doesn't include the following points; yet, if other arguments/examples in the same vein of this example answer are used, then 2 points each can be given as bonus points.

Efficiency typically concerns speed of service (3 points) and cost containment (3 points) while effectiveness deals with meeting the more time-consuming and friendlier customer service needs of a firm's customer base (6 points).

In designing an office, the front desk (3 points) and waiting areas(3 points) are typically designed towards effectiveness needs(3 points).

In contrast, treatment areas (3 points) are designed to maximize efficiency goals(3 points).

Respond: This trade-off means that the firm must uphold a level of practicality and efficiency in its design while also fulfilling the needs and wants of the public/guests and positively effecting them. As Chapter 8 notes, a service firm's servicescape plays a key role in brand image, so, they must keep in mind factors of design that are going to boost positive perceptions held by customers while also considering efficiency. For example, a technology store like Apple has more of a minimalist, sleek design as a brand and so they might have less inventory on display in-store to align with their minimal, sleek look. This design choice for them to maintain brand image may not be the most efficient because it limits the amount of products that customers can view and use. Keeping this in mind, an orthodontics office may section off separate rooms for patient treatment to offer privacy to clients which would improve customer perceptions of the service and reduce associated risk, but it could be more convenient for the staff to have all patient chairs in one large treatment room for easy access and fast work. Another example of this is when firms have employees wear uniforms which is an extra step of effort on the staff's side but it helps patients feel view the organization as more cohesive and professional which positively affects the brand image of the service firm. 

Understanding what design elements will go into this servicescape, the designer must consider the individual responses of the patients and employees. As mentioned in my response to the first case study question, individual behaviors in response to stimuli can be broken down into approach or avoid behaviors. The text offers some examples of approach behavior responses to a service environment which can include repeat visits, money spent, positive word-of-mouth marketing, etc. Avoidant behavior response examples can include never returning to the office again, poor reviews of the business, ignoring business policies, etc. This understanding of behavior responses and the effect that environmental stimuli has on peoples' responses to and perceptions of the business, is valuable for servicescape designers to remember. 

When it comes to effectiveness on individuals, a service firm must stand out from competitors in order to impact customers and elicit positive approach behavior responses. Dr. Crane has to consider the ambient elements of competing orthodontics offices. Ambient conditions of a servicescape refers to the atmosphere of the service setting including elements such as lighting, air quality, noise, etc. (Bateson & Hoffman, 2017). If a competitor that has high reviews online as a noticeably warmly lit waiting room with good music playing, Dr. Crane will have to match or exceed this level of ambient satisfaction with his patients in order to remain the best office around with high reviews. 

Dr. Crane will need to gather information about what design factors of the physical environment will have the greatest effect on his target market. Target market refers to the type of consumers that a brand or organization is aiming to reach for maximum positive response. When it comes to the different types of consumers, the textbook discusses four: economic customers, personalized customers, ethical customers, & apathetic customers. Economic customers are those that make their purchasing decisions primarily based on price. These types of customers tend to avoid service environments that appear too fancy or expensive and are attracted to environments that are more simple yet reflect high quality (Bateson & Hoffman, 2017). Personalized customers seek to be pampered and attended to and are not very price sensitive. These types of customers respond well to more lavish environments where the high quality of service is reflected in the physical environment as well. Ethical customers support smaller, local businesses as opposed to larger national organizations. Apathetic customers shop primarily for convenience over price and personal attention. With Dr. Crane's orthodontics service being highly favored in the Fort Collins area for the way in which he and his staff treat patients, he has attracted a lot of new customers of varying shopping tendencies. He likely has economic customers who are seeking reasonable pricing for this pricy orthodontics service, personalized customers that value the way his office tends to patients, ethical customers because he is a local service provider, and apathetic customers because he is a popular provider. Keeping all of that in mind, Dr.Crane must design his servicescape to appeal to each subgroup of customers that his office attracts. He should have a simple yet professional design to attract economic customers but a nice enough environment to appeal to personalized customers as well who seek a little bit higher quality. His servicescape environment could include old photographs of when he first began his practice to show his ethical customers that he is a local service provider who has been practicing in the area for years. He should design his office to be easily accessible for all types of people and in a location that is not far from most of his target market. This convenience will be appealing to the apathetic customers out there.

Dr. Crane should take into account all of these factors ranging from the ambiance of the physical environment to gain a positive behavioral response to designing his servicescape to appeal to the 4 main types of customers. Having a strong effect on patients can sometimes mean sacrificing efficiency for the firm. This may mean having staff wear uniforms which will be less convenient for them but will leave a positive impact on patients. Dr. Crane may need to include 2 bathrooms in the design of his servicescape to better satisfy patients physical needs but this will cost more money for the office and less room for treatment space. He may choose to design his office to have one large treatment room with multiple chairs for efficient work and to save space, however, this could result in patients feeling like the are not getting enough privacy or personalized attention.  The trade-off between efficient and effectiveness is something that service marketers must consider when designing a servicescape. The goal to gain positive behavior responses from customers will require high levels of customer satisfaction with the environment of the service firm.

5. The corresponding points should be taken off if a student's answer doesn't include the following points.

The idea behind this question is to think about the impact of other customers.

Orthodontic services are typically provided to children who need an adult to transport them to the clinic. (3 points)

In addition, since the adult is typically a mother or father, other children may accompany the young client to the office as well. (3 points)

Consequently, waiting room capacity must take into consideration not only the client, but parents and siblings as well. (3 points)

If an orthodontist and his or her staff can serve six patients per hour, then 6 * (2~3)=12~18 chairs need to be available in the waiting room. (2 points; some students might answer 6*4=24, which is okay, so long as the logic s/he provided here is the same as what is discussed above.)

Respond: If an orthodontist along with their staff can serve 6 patients per hour, the waiting room should hold 15 - 18 seats to accommodate patients, at least one of their family members, and the possible overflow of new patients that may come in. It is a must to accommodate for overflow even if it is likely to not always be packed to capacity. As the case study reported, Dr. Crane has gained great popularity recently and has been mentioned to be the number-one service provider in town. With his growing practice, he has had an overflow of patients in the past that his waiting room could not accommodate. He has had to provide seating on the outdoor deck of his building for the overflow of patients which is not practical for the colder months of the year. In his new space, he should design a large enough waiting area with 15-18 seats for current and new patients to all be able to wait inside and accommodate any additional family members that may be with the. As mentioned in the case study, most of his patients are between the ages of 8 and 16 so they will likely be accompanied by their parent(s) or guardian as well as other family members like a younger sibling. With having had to accommodate to social distancing guidelines in the past, Dr. Crane's waiting room design should allow for patients to be able to spread out when required or desired.