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 doctor’s 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.

Physical Evidence

Physical evidence important for communicating credence services (auto repair), services dominated by experience attributes (_______________________________).

Table 11.1

Elements of Physical EvidenceServicescape Other tangibles Facility exterior Exterior design Signage Parking Landscape Surrounding environment

Facility interior Interior design Equipment Signage Layout Air quality/temperature

Business cards Stationery Billing statements Reports Employee dress Uniforms Brochures Web pages Virtual servicescape

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 inhibitEx: 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 ServicescapeIndividual 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 McDonald’s arches and the Toys ‘R’ Us mascot Geoffrey Giraffe

Developing and Effective Physical Evidence Strategy

Steps:1. Recognize the strategic impact of physical evidence

2. Map the physical evidence of service

3. Clarify roles of the servicescape

4. Assess and identify physical evidence opportunities

5. Be prepared to update and modernize the evidence

6. Work cross-functionally