PHYSICAL EVIDENCE AND THE SERVICESCAPE

PHYSICAL EVIDENCE AND THE SERVICESCAPE Chapter 10 Donna J.. ▲ Physical facility interior & exterior ---▲ Ambient conditions ---temp.. Table 10-1Elements of Physical Evidence Billing stat

PHYSICAL EVIDENCE AND THE

SERVICESCAPE

Chapter 10

Donna J Hill, Ph.D.

Service Marketing Spring 2000

▲ Physical facility (interior & exterior)

-▲ Ambient conditions -(temp colors,

noises, smells)

▲ Other tangibles

Table 10-1

Elements of Physical Evidence

Billing statements Reports

Employee dress Uniforms

Brochures Internet/Web pages

Impact of Service Environment

▲ Purchase decision

▲ Expectations

▲ Service quality evaluations

▲ Satisfaction

Table 10-2

Examples of Physical Evidence from the

Customer’s Point of View

Service Physical evidence

Servicescape Other tangibles

Insurance Not applicable Policy itself

Billing statementsPeriodic updatesCompany brochureLetters/cards

Hospital Building exterior

ParkingSignsWaiting areasAdmissions officePatient care roomMedical equipmentRecovery room

UniformsReports/stationeryBilling statements

Airline Airline gate area

Airplane exteriorAirplane interior (décor, seats, airquality)

TicketsFoodUniforms

Express mail Not applicable Packaging

TrucksUniformsComputers

Table 10-3 Typology of Service Organizations

Based on Variations in Form and Use of the Servicescape

Complexity of the servicescape evidence

ATMTicketronPost office kioskInternet servicesExpress mail drop-off

Dry cleanerHot dog standHair salon

Remote service

(employee only)

Telephone companyInsurance companyUtility

Many professional services

Telephone mail-order deskAutomated voice-messaging-based services

Roles of the Servicescape

▲ Facilitator

INTERNAL RESPONSES

e

Cognitive Emotional Physiologica

l

Cognitive Emotional Physiologica

l

Employee Responses

Customer Responses

Individual Behaviors

Social Interactions between and among customer and employees

Individual Behaviors

Framework for Understanding Servicescape Effects on Behavior

– Cognitive - knowledge structure

– Affective -feelings & emotions

– Physiological - changes in

Knowledge Structures

Emotional

Affective Responses

Arousing

Sleeping

Pleasant Unpleasant

Distressing

Exciting

Physiological Responses

Cognitive Physiological

Affective

Behavioral

▲ Environmental stimuli nonscreeners

Social Interactions

employees

Environmental Dimensions

intentions

Maximizing the Service

Environment

1 Recognize strategic impact.

2 Blueprint

3 Clarify roles of the Servicescape

4 Assess and identify physical evidence

opportunities.

5 Update and modernize

.

Objectives and Goals

Choosing the Location

Technical SQ : Maximize quality of technical output.

Functional SQ : Maximize quality of customer

interaction.

Strategies to Reduce Impact of

Crowding Operations Management:

1 Modify layout of facility.

2 Reduce capacity of facility.

3 Control number of customers in facility.

4 Hire more customer contact personnel.

Perceptions Management:

1 Use signs.

2 Modify ambient conditions.

Entertainment Services

▲ Spectator Sports

▲ Recreational Theme Parks