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Contact: +923006641921 Usman Waheed
1
SMBELTEI BELTEI
INTERNATIONAL INTERNATIONAL UNIVERSITYUNIVERSITY
Faculty of Business Faculty of Business AdministrationAdministration
Bachelor’s ProgramBachelor’s ProgramMoeung Phanny Master of Business
Administration (MBA) / ( MJM )
Tel: 011 78 78 80E-mail: [email protected]
2
SMSM Chapter 10
PHYSICAL EVIDENCE AND THE SERVICESCAPE
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SMObjectives for Chapter 10:Physical Evidence and the
Servicescape
• Explain the impact on customer perceptions of physical evidence, particularly the servicescape
• Illustrate differences in types and roles of servicescapes and their implications for strategy
• Explain why the servicescape affects employee and customer behavior
• Analyze four different approaches for understanding the effects of physical environment
• Present elements of an effective physical evidence strategy
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SMTable 10-1Table 10-1
Elements of Physical Evidence
Servicescape Other tangibles
Facility exteriorExterior designSignageParkingLandscapeSurrounding environment
Facility interiorInterior designEquipmentSignageLayoutAir quality/temperature
Business cardsStationeryBilling statementsReportsEmployee dressUniformsBrochuresInternet/Web pages
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SM
Table 10-2 Table 10-2 Examples of Physical Evidence from the
Customer’s Point of ViewService Physical evidence
Servicescape Other tangiblesInsurance Not applicable Policy itself
Billing statementsPeriodic updatesCompany brochureLetters/cards
Hospital Building exteriorParkingSignsWaiting areasAdmissions officePatient care roomMedical equipmentRecovery room
UniformsReports/stationeryBilling statements
Airline Airline gate areaAirplane exteriorAirplane interior (décor, seats, airquality)
TicketsFoodUniforms
Express mail Not applicable PackagingTrucksUniformsComputers
Sportingevent
Parking, Seating, RestroomsStadium exteriorTicketing area, Concession AreasEntrance, Playiing Field
SignsTicketsProgramUniforms
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SMTable 10-3 Table 10-3
Typology of Service Organizations Based on Variations in Form and Use of the Servicescape
Complexity of the servicescape evidenceServicescapeusage
Elaborate Lean
Self-service(customer only)
Golf LandSurf 'n' Splash
ATMTicketronPost office kioskInternet servicesExpress mail drop-off
Interpersonalservices(both customer andemployeee)
HotelRestaurantsHealth clinicHospitalBankAirlineSchool
Dry cleanerHot dog standHair salon
Remote service(employee only)
Telephone companyInsurance companyUtilityMany professional services
Telephone mail-order deskAutomated voice-messaging-based services
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SMFigure 10-3Figure 10-3
A Framework for UnderstandingEnvironment-user Relationships
in Service Organizations
Source: Adapted from Mary Jo Bitner, “Servicescapes.”
PHYSICALENVIRONMENTAL
DIMENSIONS
HOLISTICENVIRONMENT
INTERNALRESPONSES
BEHAVIOR
Ambient Conditions
Space/Function
Signs, Symbols, and Artifacts
PerceivedServicescape
Cognitive
Emotional
Physiological
Cognitive
Emotional
Physiological
Employee Responses
Customer Responses
Individual Behaviors
Social Interactions
between and among
customer and employees
Individual Behaviors
Contact: +923006641921 Usman Waheed
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SM THANK YOU FOR YOUR ATTENTION !Any question?