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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
10-1
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.
10-2
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
10-3
Elements of Physical Evidence
10-4
Examples of Physical Evidence fromthe Customer’s Point of View
10-5
Examples of Physical Evidence fromthe Customer’s Point of View
Flow of the experienceMeaning customers attached to itSatisfactionEmotional 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?
10-7
Typology of Service Organizations Based on Form and Use of the Servicescape
10-8
Whom the servicescape will affect
Roles of the Servicescape
Package: ‘wrap’ the service and convey what is ‘inside’
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 deliveryEg. International traveler find the a poorly designed airport with few signs, poor
ventilation, and few places to sit or eat
10-9
The servicescape is frequently one of the most important elements used in positioning a service organization.
Speedi-Lube Spells Out the Service Offering
10-10
Package
Facilitator
Roles of the Servicescape (continued)
Socializer:Helps to convey expected roles, behaviors, and relationships
facilitates interaction between: customers and employees customers and fellow customers Employees and fellow employees
Differentiator sets provider apart from competition in the mind of the consumer
Socializer:
Differentiator
Understanding Servicescape Effects on Behavior
Stimulus-organism-response theory Stimulus = multidimensional environment Organism = customers and employees Response = behaviors directed at the environment
Assumption: Dimensions of the servicescape will affect customers and employees and they will behave and respond in different ways depending on their internal reactions to the servciescape.
10-16
A Framework for Understanding Environment-User Relationships in Service Organizations
10-17
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.
10-18
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
10-19
Holland American Cruise Line
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: the understanding of the interactions among humans and other
elements of a system, and the profession that applies theoretical principles, data and methods to design in order to optimize human well being and overall system
10-21
Variations in Individual ResponsePersonality differences
Arousal seekers vs. arousal avoidersEnjoy high levels of stimulation/prefer lower levels of stimulation Environmental screenersAble to experience a high level of stimuli but not be affected by it
Purpose for being in the servicescape Business/pleasure
Temporary mood stateA person after a day at work/ a person after holiday
10-22
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
10-23
Guidelines for Physical Evidence Strategy
Recognize the strategic impact of physical evidence.
Blueprint the physical evidence of service.
Clarify strategic roles of the servicescape.
Assess and identify physical evidence opportunities.
Update and modernize the evidence.
Work cross-functionally
10-24
Homework:
Use Global Feature on page 300 as a guideline to give example of a service firm (global brand) that adapts to fit with different cultures
Give at least example from two countries with pictures of the firm’s servicescapes and other details.