Physical Evidence and Service Cape

8/2/2019 Physical Evidence and Service Cape

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Supervised by: submitted by:

Dr.Jasveen kaur Harsharan SinghGursharan SinghJaskaran Singh

Jasmeet Singh


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What is physical evidence and

servicescape?

y Servicescape: The actual physical placewhere the service is performed, delivered,and consumed.

y Physical Evidence: The place in which theservice is delivered and where the firm andthe customer interact, and any tangible

commodities that facilitate performance orcommunication of the service.


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Servicescapey Facility exterior:

y Exterior design

y Signagey Parking

y Landscape

y Surrounding environment


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Servicescapey Facility interior:

y Interior design

y Equipmenty Signage

y Layout

y Air quality/temperature


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Other Tangiblesy Business cards

y Stationery

yBilling statements

y Reports

y Employee dress

y Uniforms

y BrochuresyWeb page


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Types ofS

ervicescapes

Self-service environment: customer performs most of theactivities and few if any employees are involved.

Interpersonal services: Both customer and employee mustbe present in the services cape

Remote service: employee only; little or no customerinvolvement with the services cape.


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Servicescapeusage

Elaborate Lean

Self-service

(customer only)Golf LandSurf 'n' Splash

ATMTicketronPost office kioskInternet services

Express mail drop-offInterpersonalservices

(both customer andemployeee)

HotelRestaurantsHealth clinicHospitalBank

Airline

School

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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Roles of the Servicescapey Package:

y Convey image

y Facilitator:y Aid in the performance/service

delivery

y Socializer:

y Convey expectations

y Differentiator:

y Differentiate between

competitors and customers


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Framework for Understanding

Servicescape Effects on Behaviory It is based on stimulus-organism-response

theory.

y

Environment is the stimuliy Consumers & Employees are the organisms

that respond to the stimuli


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PHYSICAL

ENVIRONMENTAL

DIMENSIONS

HOLISTIC

ENVIRONMENT

INTERNAL

RESPONSES

BEHAVIOR

AmbientConditions

Space/Function

Signs, Symbols,

and Artifacts

PerceivedServices cape

Cognitive

Emotional

Physiologica

l

Cognitive

Emotional

Ph

ysiological

EmployeeResponses

CustomerResponses

IndividualBehaviors

SocialInteractionsbetween and

amongcustomer and

employees

IndividualBehaviors


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Framework for Understanding

Servicescape Effects on Behavior

y Individual behaviors

y Approach--stay, explore, work, affiliate

y Avoidance--not to stay, explore, work, affiliatey Social interactions

y Between and among customers and employees

y The best design for one person or group may not be

the best design for others


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Approaches Understanding

Servicescape Effectsy Internal Responses

y Cognitive

y Beliefsy Categorization

y Symbolic meanings


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yEmotionalyMood

yAttitude


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Internal responsesyPhysiological

yPain

yComfort

yMovement

y

Physical fitness


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Guidelines for physical evidence

strategyy Recognize the strategic impact of physical evidence

y Map the physical evidence of service

y Clarify the roles of services cape


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Guidelines for physical evidencestrategy

yAssess and identify physical evidenceopportunities

y Be prepared to update and modernize the evidence

yWork cross-functionally


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Documents

Physical Evidence and Service Cape