Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Physical Evidence and the Servicescape

Physical EvidenceTypes of ServicescapesStrategic Roles of the ServicescapeFramework for Understanding Servicescape

Effects on BehaviorGuidelines 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 fromthe Customer’s Point of View

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FlowMeaningSatisfactionEmotional 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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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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