Chapter 10: Physical Evidence and the Servicescape

Chapter 10: Physical Evidence and the Servicescape

Chapter 11: Physical Evidence and the Servicescape Servicescape: the actual physical _____ where the service is performed, delivered, and consumed Includes: patient examination room in a doctors office; catering service: white linen cloths, eating utensils, menus, kitchen Does not include: _______________ Physical evidence: closing Gap 2 Physical Evidence

Physical Evidence: the _____________ in which the service is delivered and where the firm and the customer interact, and any tangible commodities that facilitate performance or communication of the service (p. 317) Ex: when you visit the web site for Hyatt hotels, you can look at pictures of its newest hotels and make reservations quickly. Table 11.1 Elements of Physical Evidence

Servicescape Other tangibles Facility exterior Business cards Stationery Billing statements Reports Employee dress Uniforms

Brochures Web pages Virtual servicescape Exterior design Signage Parking Landscape Surrounding environment Facility interior Interior design Equipment

Signage Layout Air quality/temperature Types of Servicescapes (see Table 11.3, p. 321) Self-service environment: customer performs most of the activities and few if any employees are involved. Interpersonal services: both customer and employee must be present in the servicescape

Types of Servicescapes Remote service: employee only; little or no customer involvement with the servicescape. Complexity of Servicescapes Lean environment: simple; few elements, spaces, and pieces of equipment Coinstar is a self-service coin-counter found in many supermarkets. You pour your coins in, and the machine counts the coins and gives you bills for an 8.9% fee.

Elaborate environment: complicates servicescape; many elements and forms: golf course, restaurant, insurance company Roles of the Servicescape Package: convey an external image of what is inside Facilitator: aids the performance of customers and employees; can facilitate or inhibit Ex: ENTRANCE and EXIT signs Socializer: helps convey expected roles, behaviors, and relationships of customers and employees; where you can/cannot be; how should you act?

Differentiator: differentiate firm from competitors and communicate intended market segment Framework for Understanding Servicescape Effects on Behavior Behaviors in the Servicescape Individual Behaviors: response to physical setting Servicescapes can create an approach or avoidance behavior Approach behavior: (positive) - spending money, interacting with employees, browsing, being brand loyal to a service

Avoidance behavior: (negative) - many customers will not shop the day after Thanksgiving because of the crowds Framework for Understanding Servicescape Effects on Behavior Social Interactions: nature and quality of customer and employee interactions physical proximity, seating arrangements define the possibilities and limits of social episodes Environmental Dimensions of the Servicescape (p. 333)

Ambient conditions: temperature, lighting, noise, music, scent, and color Example: bakery shop, an air-conditioned hotel, bookstore and coffee shop, movie theater Ambient conditions will have greatest effect on customer behavior where is greatest in the servicescape Environmental Dimensions of the Servicescape Signs, Symbols, and Artifacts

Help communicate nature of business to customers Ex: The McDonalds arches and the Toys R Us mascot Geoffrey Giraffe Developing and Effective Physical Evidence Strategy Steps: 1. 2. 3. 4.

5. 6. Recognize the strategic impact of physical evidence Map the physical evidence of service Clarify roles of the servicescape Assess and identify physical evidence opportunities Be prepared to update and modernize the evidence Work cross-functionally

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