PHYSICAL EVIDENCE IN SERVICE MARKETING

PHYSICAL EVIDENCEIN SERVICE MARKETINGBy-Alitta MendoncaRoll no: 24TYBBI.Building a service brand using physical evidence 1.Mariott International Inc.The worlds largest hotel company, has a brand for every price point, every occasion and every type of customer.The company is ranked as the most admired company in the lodging industry and one of the best places to work by Forbes Magazine.Operating in the United States and 68 other countries and territories, Marriott employs more than 15,000 employees.

HIGH END

BUDGET ORIENTED

BUSINESS LIKE

In 2007, Marriott announced two new brand concept.In both cases the physical , tangible elements of the new brands will be used to distinguish them and position the new concepts apart from the existing Marriott brands.The first is a partnership with Nickelodeon to create a group of hotels focused on families, fun , and adventure.The second new concept being the boutique hotel edition

CONCLUSION Therefore , Physical Evidence is particularly important for communicating about services such as hotels hospitals and theme parks that are dominated by experience attributes as described in the opening case on Marriott International.WHAT IS PHYSICAL EVIDENCEThe environment in which the service is being delivered and in which the firm and the customer interact, and any tangible commodities that facilitate performance or communication of the service. Zeithaml & Bitner

ELEMENTS OF PHYSICAL EVIDENCE Servicescape(Physical Facilities)VIRTUAL SCAPE: EXPERIENCING SERVICES THROUGH THE INTERNETWeb pages and virtual service tours allow customers to preview service experience through the Internet and see tangible evidence of the service without actually being there.1.Travel

2.Sports and Leisure

3.Retail Experience

4.Higher Education

5.Online banking and insurance

Topology of service organisation based on the variations in form and usage of the servicescape

STRATEGIC ROLES OF SERVICESCAPE1.PACKAGE

2.FACILITATOR

3.SOCIALIZER

4.DIFFERENTIATOR

1.PackageEmbarked on a major overhaul of its image by rethinking and redesigning all its tangibles- everything from its drop boxes to its services centres to the bags carried by its couriers.The idea was to convey a consistent look and feel of things are simple here, and here, give us your package; well take care of everything.

2.FacilitatorThe servicescape can also serve as a facilitator in aiding the performances of persons in the environment. How the setting is designed can enhance or inhibit the efficient flow of activities in the service setting, making it easier or harder for customers and employees to accomplish their goals.A well designed, functional facility can make the service a pleasure to experience from the customers point of view and a pleasure to perform from the employees,.On the other hand, poor and inefficient design may frustrate both customers and employees.

3. Socializer

The design of the servicescape aids in socialization of both employees and customers in the sense that it helps convey expected roles, behaviours, and relationships.The design of the facility can also suggest to customers what their role is relative to employees, what parts of the servicescape they are welcome in and which are for employees only, how they should behave while in the environment , and what type of interactions are encouraged.Strategic positioning through architectural designsAPPLES STORE , NEW YORK

DARWIN CENTRE MUSEUM, LONDON

HUMANE SOCEITY, SAN ANTONIO

4. DifferentiatorThe design of the physical facility can differentiate a firm from its competitors and signal the market segment that the service is intended for.Given its power as a differentiator, changes in the physical environment can be used to reposition a firm and or to attract new market segments.

USING PHYSICAL EVIDENCE TO POSITION A NEW SERVICEIn the banking industry , Washington Mutual Bank clearly communicates through its servicescape its differentiation as a bank for consumers and families.The bank has an area for children to play as well as a retail store offering financial books, software ,and piggy banks, clearly differentiating this bank from those whose focus is commercial accounts or private, upscale banking.

Designing the Mayo Clinic

Mayo clinic is the best known health care brand in the United States.More than 100 years old. It operates in three clinics across the country.Its original and best known facility is in Rochester, Minnesato and the two other clinics in Jacksonville, Florida and Scottsdale.In 1998, Mayo opened the first clinic in Arizona.

Unique FeaturesA five story atrium low stress entryAll patients and visitors are togetherRooms are designed around the patients needs and feelingsDepartments that work together are adjacentMaximize nurses time with patientsAmbient conditionsThe ambient conditions include temperature, colour, smell and sound, music and noise. The ambience is a package of these elements which consciously or subconsciously help you to experience the service.Ambience can be diverse.Spatial Layout and FunctionalityThe spatial layout and functionality are the way in which furniture is set up or machinery spaced out. Functionality is more about how well suited the environment is to actually accomplish your needs. For example is the seat in the cinema comfortable, or can you reach your life jacket when on an aircraft?Signs, Symbols and ArtifactsParticularly important in forming first impressions and for communicating the service concept.When customer are unfamiliar with the a particular service establishment, they look for environmental cues to help them categorize the place and form their expectations. When you visit an airport there are signs which guide you around the facility smoothly, as well as statues and logos displayed throughout the complex.Artifacts depicts the success of an organisation.

Mc Donalds adapts servicescape to fit in the culture

ConclusionServices are intangible and because they are often produced and purchased and consumed at the same time, they can be difficult to comprehend or evaluate before their purchase.The physical evidence of the service thus serves as a primary cue for setting customer expectations before purchase.Three categories of environmental dimensions capture the complex nature of servicescape : ambient conditions; spatial layout and functionality; signs, symbols and artifacts.These dimensions affect peoples belief , emotions, and physical responses, causing them to behave in certain ways while in the servicescape. Contd...Given the importance of physical evidence and its potentially powerful influence on both customers and employees, it is important for the firm to think strategically about the management of the tangible evidence of service.The impact of the physical evidence needs to be researched and planned as apart of the marketing strategy .