Marketing Services and the Customer Experience
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Lecture_Physicalevidence.pptxPhysical evidence Marketing Services and the Customer Experience Study unit 9
What is physical evidence?
The environment in which the service is delivered and in which the firm and the customer interact
Any experiential elements that facilitate the performance or communication of the service
Servicescape
Servicescape is the word used when referring to external and internal physical facilities:
The environment in which the service is assembled and in which seller and customer interact, combined with tangible commodities that facilitate performance or communication of the service
(Booms and Bitner, 1981)
Servicescape
External physical facilities
Internal physical facilities
Other Tangibles
Servicescape
| Hotel Servicescape | Other Tangibles |
| Building exterior Parking Reception area Lift/corridors Bedroom Bathroom Restaurant and bar Leisure facilities | Uniforms Website Bill Brochure |
Why is it important?
Communication: Creates initial impression and sets expectations. Creates brand image
Positioning role: differentiates from competitors
Facilitating role: facilitates employee and customer performance and productivity in service delivery
Customer Response: shapes customer cognitive and emotional responses. Profound effect on customer experience
Socializer: promotes norms and values
Types of servicescape
| Self-service | Plan servicescape to make facility pleasing and easy to use |
| Interpersonal | Customer and employee present Plan servicescape to satisfy, and facilitate activities of, both |
| Remote | Little or no customer involvement with servicescape Plan servicescape to motivate, and facilitate productivity of, employees |
Environment
Dimensions
Ambient conditions
- Temperature
- Air quality
- Noise
- Music
- Scent
Space/function
- Layout
- Equipment
- Furnishings
Signs, symbols, artefacts
- Signage
- Decor
- Personal artefacts
Perceived servicescape (holistic perception)
Cognitive
- Beliefs
- Symbolic meaning
- Categorization
Emotional
- Mood
- Attitude
Physiological
- Pain
- Comfort
- Movement
- Physical fit
Customer
responses
Behaviour
Approach
- Attraction
- Stay/explore
- Spend more
- Return
Avoid
Employee
responses
Cognitive
- Beliefs
- Symbolic meaning
- Categorization
Emotional
- Mood
- Attitude
Physiological
- Pain
- Comfort
- Movement
- Physical fit
Behaviour
Approach
- Affiliation
- Stay longer
- Commitment
- Carry out role
Avoid
Social Interactions
Between and among customers and employees
Bitner (1992)
Servicescape model
Servicescape model
A model to help firms design and plan every aspect of the environment in which the service process and encounter take place
Recognises that servicescape can enhance or reduce productivity of frontline staff as well as the customer experience
Recognises that environment can affect if/how customers interact with each other
Recognises that people can react cognitively, emotionally, and physiologically
Ambient conditions
Numerous characteristics of the environment that are perceived by five senses
Noticed separately and holistically
Noticed consciously and unconsciously
Music
Tempo, volume, genre, affect perceptions and behaviours
Can affect consumption speed, stay duration, purchase behaviour
Can reduce stress levels
Can shorten perceived waiting time
Used to deter wrong type of customer
(Morrison et al., 2011)
Scent
Impact on mood and emotional response
May or may not be consciously perceived
Colour
Impact on approach/avoidance and propensity to stay
But depends on context and culture
Passion and excitement
Restful, peace, fresh
Cool, calm
(Lee et al., 2018)
Space and function
Spatial layout: floor plan, size, shape of furnishings, counters, equipment, and their arrangement
Functionality: the ability of these items to facilitate service delivery and consumption, and to shape customer experience
Signs, symbols, artefacts
Explicit or implicit symbols
Communicate image, directional signage, information signage, explain customer role, instil confidence, mould expectations
Important in self-service environments or where high proportion of new/infrequent customers
Responses and behaviour
Responses can be categorised into
cognitive
emotional
physiological
Responses influence behaviour:
avoiding a crowded store
spending longer, and more, in a relaxed, comfortable environment
quality of interactions between and among customers, and employees
Response moderators
Responses will not be the same for every individual
Dependent on who the customer is, preferences, situation, mood, and expectations
Factors to consider
Target market
Expectations of consumers
What will reinforce the cognitive and emotional reactions that consumers seek
Effect of these elements on staff
Sufficient and positive differentiation from competitors
Ambient conditions
Space/function
Signs/symbols/artefacts
Employees
Customers
Social density
Displayed emotions of others
Ethnic signs/symbols
Physical dimension
Social dimension
Socially-symbolic dimension
Perceived servicescape
(Rosenbaum and Massiah, 2011)
Expanded servicescape model
Expanded servicescape model
Social dimension (the social servicescape)
Interactions between people have an impact on the customer experience and endorse one’s own decision to frequent the environment
Social density: Negative effect of crowds in store, hindering movement and increasing waiting time
Socially-symbolic dimension
Signs and symbols that evoke feelings of inclusiveness among ethnic groups
Originality of design
Visual appeal
Entertainment value
Usability
Relevance of information
Customization
Interactivity
Perceived security
Ease of payment
Aesthetic appeal
Layout and functionality
Financial security
Trust
Purchase
intentions
Harris and Goode (2010)
E-Servicescape model
References
Bitner, M.J. (1992) Servicescapes: the impact of physical surroundings on customers and employees. Journal of Marketing. 56(April), pp. 57-71.
Booms, B. and Bitner, M.J. (1981) Marketing strategies and organization structures for service firms. In Donnelly, J. and George, W. (eds.) (1981) Marketing of Services. Chicago: American Marketing Association.
Harris, L. and Goode, M. (2010) Online servicescapes, trust, and purchase intentions. Journal of Services Marketing. 24 (3), pp. 230-243.
Lee, N., Noble, S., and Biswas, D. (2018) Hey big spender. Journal of the Academy of Marketing Science. 46 (2), 317-337.
Morrison, M., Gan, S., Dubelaar, C., and Oppewal, H. (2011) In-store music and aroma influences on shopper behaviour and satisfaction. Journal of Business Research, 64, 558-564.
Rosenbaum, M. and Massiah, C. (2011) An expanded servicescape perspective. Journal of Service Management. 22 (4), 471-490.
