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chap010-2.pptxCopyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin
Physical Evidence and the Servicescape
Physical Evidence
Types of Servicescapes
Strategic Roles of the Servicescape
Framework for Understanding Servicescape Effects on Behavior
Guidelines for Physical Evidence Strategy
Chapter
10
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Objectives for Chapter 10: Physical Evidence and the Servicescape
Explain the impact of physical evidence, particularly the servicescape, on customer perceptions and experiences.
Illustrate differences in types of servicescapes, the roles played by the servicescape, and the implications for strategy.
Explain why the servicescape affects customer and employee behavior, using a framework based in marketing, organizational behavior, and environmental psychology.
Present elements of an effective physical evidence strategy.
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Physical Evidence
“The environment 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.”
Physical facility = Servicescape
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Elements of Physical Evidence
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Examples of Physical Evidence from the Customer’s Point of View
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Flow
Meaning
Satisfaction
Emotional connections to company
Clue management: the process of clearly identifying and managing all the various clues that customers use to form their impressions and feelings about the company.
How Does Physical Evidence Affect the Customer Experience?
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Typology of Service Organizations Based on Form and Use of the Servicescape
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Roles of the Servicescape
Package
conveys expectations
influences perceptions
Facilitator
facilitates the flow of the service delivery process
provides information (how am I to act?)
facilitates the ordering process (how does this work?)
facilitates service delivery
Socializer
facilitates interaction between:
customers and employees
customers and fellow customers
Differentiator
sets provider apart from competition in the mind of the consumer
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Dental laser “drill”
Speedi-Lube Spells Out the Service Offering
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A Framework for Understanding Environment-User Relationships in Service Organizations
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Understanding Servicescape Effects on Behavior
Stimulus-organism-response theory
Stimulus = multidimensional environment
Organism = customers and employees
Response = behaviors directed at the environment
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Individual Behaviors in the Servicescape
Environmental psychologists suggest that people react to places with two general, and opposite forms of behavior:
Approach: all positive behaviors that might be directed to a place
Desire to stay, explore, work, affiliate
Shopping enjoyment, spending time and money
Avoidance: negative behaviors
Desire not to stay, etc.
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Social Interactions in the Servicescape
All social interaction is affected by the physical container in which it occurs
Customer-employee
Customer-customer
Scripts (particular progression of events)
Physical proximity
Seating arrangements
Size
Flexibility
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Internal Responses to the Servicescape
Cognition: environment can affect beliefs about a place and the people and products found in that place
Emotion: color, décor, music, scent affect mood
Pleasure/displeasure
Degree of arousal (amount of stimulation)
Physiology: volume, temperature, air quality, lighting can cause physical discomfort and even pain
Ergonomics
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Variations in Individual Response
Personality differences
Arousal seekers vs. arousal avoiders
Environmental screeners
Purpose for being in the servicescape
Business/pleasure
Utilitarian/hedonistic
Temporary mood state
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Environmental Dimensions
Ambient Conditions: affect the 5 senses, but may be imperceptible or affect us subconsciously
Temperature, lighting, noise, music, scent, color
Spatial Layout and Functionality: size, shape, and arrangement of machinery, equipment, and furnishings and the ability of such to facilitate customer and employee goals
Accessibility, aesthetics, seating comfort
Signs, Symbols, Artifacts: explicit or implicit communication of meaning; often culturally embedded; important in forming first impressions
Way-finding, labels, rules of behavior, creating aesthetic impression
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Cheers: The Third Place
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Guidelines for Physical Evidence Strategy
Recognize the strategic impact of physical evidence.
Blueprint the physical evidence of service.
Clarify strategic roles of the servicescape.
Assess and identify physical evidence opportunities.
Update and modernize the evidence.
Work cross-functionally
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