Physical Evidence

Important for….

Communicating service quality attributes

Setting customer expectations

Creating the service experience

Elements of Physical Evidence

Servicescape 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 Internet/Web pages

Managing Physical Evidence

According to Turley (1992), the different broad categories to be considered while designing the physical evidence for a service are the:

Locational perspective

Atmospheric and image perspective

Operational perspective

Consumer use perspective

Contact personnel perspective

ActivityThe 21,000 square foot Ananda Spa Resort offers an extensive menu of over 79 body and beauty treatments, integrating the traditional Indian systems of Ayurveda with the more contemporary Western spa approach. The spa experience strives to achieve the ultimate harmony between the physical and the mental realms of the individual. With unique focuses on the traditional Indian sciences of Yoga and Ayurveda, Ananda Spa creates the skillful synthesis between age-old therapies and modern spa technology. The personalized therapy and activities programs is designed to meet individual needs and health goals – de-stress, detoxification and cleansing, deep relaxation, anti-aging, weight and inch loss, while also offering guidance in the areas of nutrition and exercise. Develop a suitable physical evidence strategy for Ananda Spa Resorts.

Service EnvironmentIncludes the physical environment of a service

facility, including the location of the facility, its exterior and interior appearance, the furniture, and the décor

According to Zeithaml and Bitner (2003), physical evidence is the ‘environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service’

Bitner(1992) introduced the nomenclature of ‘servicescape’ to the physical facility where the services are delivered or offered/performed

People are part of theService Environment

Distinctive Servicescapes Create Customer Expectations

Comparison of Hotel Lobbies

Four Seasons Hotel, New York Orbit Hotel and Hostel, Los Angeles

Each servicescape clearly communicates and reinforces its hotel’s respective positioning and sets service expectations as guests arrive

Managing the Servicescape

It helps to package the service offering for the customers

Servicescape can appeal to the emotions of a person and elicit a favorable response from the customers

It can act as a facilitator to shape customer behavior and enable effective flow of activities

It can act as a differentiator to distinguish a service provider from its competitors

It influences the customer’s subjective perception of waiting time

Locational perspective

One of the most important physical evidence affecting services is the location of the service provider (when there is direct contact with the service provider) or the facility from which the service is to be provided

Atmospheric and Image Perspective

Layout/décorIncludes the layout of the service delivery, the

parking, the waiting area etc.

SignageIncludes the signs, logos, style of décor, and

personal artifacts used by the service provider

AmbienceBoth the internal (air quality, temperature, noise,

music, odor etc) and external ambience (landscaping, cleanliness, scenic beauty) of the servicescape

Signs Teach and Reinforce Behavioral Rules in Service Settings

Note: Fines are in Singapore dollars (equivalent to roughly US $300)

Impact of Ambient ConditionsAmbient environment is composed of

hundreds of design elements and details that must work together to create desired service environment

Ambient conditions are perceived both separately and holistically, and include: Lighting and color schemesSize and shape perceptionsSounds such as noise and musicTemperatureScents

Clever design of these conditions can elicit desired behavioral responses among consumers

Impact of MusicIn service settings, music can have a powerful

effect on perceptions and behaviors, even if played at barely audible levels

Structural characteristics of music―such as tempo, volume, and harmony―are perceived holisticallyFast tempo music and high volume music increase

arousal levels People tend to adjust their pace, either voluntarily or

involuntarily, to match tempo of music Careful selection of music can deter wrong

type of customers

Impact of ScentAn ambient smell is one that pervades

an environment May or may not be consciously

perceived by customersNot related to any particular

product Scents have distinct characteristics and

can be used to solicit emotional, physiological, and behavioral responses

In service settings, research has shown that scents can have significant effect on customer perceptions, attitudes, and behaviors

Impact of ColorColors can be stimulating, calming, expressive,

disturbing, impressional, cultural, exuberant, symbolic

Color pervades every aspect of our lives, embellishes the ordinary, gives beauty and drama to everyday objects

Colors have a strong impact on people’s feelings

Colors can be defined into three dimensions:Hue is the pigment of the color Value is the degree of lightness or darkness of the

colorChroma refers to hue-intensity, saturation, or

brilliance

Impact of Signs, Symbols, and Artifacts

Guide customers clearly through process of service delivery Customers will automatically try to draw meaning

from the signs, symbols, and artifactsUnclear signals from a servicescape can result in

anxiety and uncertainty about how to proceed and obtain the desired service

For instance, signs can be used to reinforce behavioral rules (see picture on next slide)

Operational Perspective

Equipment

Signs for use of technology

Cleanliness

Consumer Use Perspective

Billing statement

Stationery

Internet/web page

Tickets

Contact Personnel Perspective

The appearance of the contact personnel – their cleanliness, dress code, demeanour, friendly and smiling countenance – forms an initial and lasting impact on the customer’s perception of the services