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SERVICESCAPE &
PHYSICAL EVIDENCE
Ms.Megha Mody
TODAY’S AGENDA• Explore the impact on customer perceptions of physical
evidence, particularly the servicescape
• Illustrate differences in types and roles of servicescapes and their implications for strategy
• Explore how the servicescape affects employee and customer behavior
SERVICESCAPESERVICESCAPE
1. the actual physical ENVIRONMENT where the service is performed, delivered, and consumed.
2. Where the firm and customer interact. 3. Consider impact on customer response, particularly
perceptions, evaluation, assessment.4. Situations, where customer experiences are
important.
Example: patient examination room in a doctor’s office; catering service: white linen cloths, eating utensils, menus, kitchen
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.
Example: when you visit the web site for Taj hotels, you can look at pictures of its newest hotels and make reservations quickly.
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 Web pages Virtual servicescape
Physical Evidence: Customer’s Point of View
Factors influencing the design of the servicescape
1. Who is the servicescape for
Customers? Employees? Employees may feel differently to customers
about the décor - they experience it for longer
– Both need to be involved in the design process
Factors influencing the design of the servicescape
2. The complexity of the service– Lean servicescapes (simple; few elements, spaces,
and pieces of equipment) for less complex service• E.g. Hair cut, Mail
– Elaborate for the more complex services• E.g. Hotels, Restaurant, Insurance
Types of ServicescapesServicescape usage
Elaborate Lean
Self-service (customer only)
Golf course eBay
ATM Car wash Simple Internet services Express mail drop-off
Interpersonal services (both customer and employee)
Hotel Restaurant Health clinic Hospital Bank Airline School
Dry cleaner Retail cart Hair salon
Remote service (employee only)
Telephone company Insurance company Utility Many professional services
Telephone mail-order desk Automated voice messaging
services
Roles of the Servicescape1. Packaging
– The service package offer & communicate an image to the customer.
– The physical setting of the service is wrapped & convey an external image of what is inside to customers.
– To evoke an image, particular sensory or emotional reaction
– Important for new customers– Includes dress and general appearance of
personnel (dress for success)
Exp: FedEx – providing customer with strong metaphors & service packaging that convey the brand positioning.
2. Facilitating
– Ensuring efficiency in service delivery– Make the service consumption comfortable &
convenient for customer.
– E.g. airport – International Traveller– E.g. banking services
3. Socialising
– Convey expected roles and behaviours of both the employee and the customer
– Ease the customer/ employee relationship– Provide balance between – Ex: A new employee in an organization / Private
bank Vs. Public bank
4. Differentiating
– A segmentation device – the design of the physical facility can differentiate a firm from its competitor.
– Ex: Shopping mall – signage, color, music.– Ex: Washington Mutual Bank
Framework for understanding Servicescapes,
Effects on Behavior
BEHAVIOUR
Ambient Conditions
Space/FunctionSigns, Symbols,
and Artifacts
PerceivedServicescape
CognitiveEmotional
Physiological
CognitiveEmotional
Physiological
Employee Responses
Customer Responses
Individual Behaviours
Individual Behaviours
INTERNALRESPONSES
HOLISTICENVIRONMENT
PHYSICALENVIRONMENTAL
DIMENSIONS
Social Interactions between and
among customer and
employees
Social Interactions between and
among customer and
employees
Physical environment• Ambient conditions (Explicit / implicit signals to
communicate firm’s image)• Temperature• Lighting• Noise• Music• Smell• Colour
– E.g. music affects perceptions of time– Scent (strong impact on mood, affect & evaluate
responses)
• Spatial layout and functionality:• Layout of machinery and equipment• Furnishings• Opportunities for privacy
• Sign & symbols• Signage• Style of décor• Non-verbal communication
Internal responsesCognitive (thinking / feeling)
• Beliefs, categorisation, symbolic meaning, and brand knowledge (E.g. parking lot – less – no good meal)
– Affective (emotional – behavioural responses) • Mood and attitude (arousing, sleeping,
unpleasant)
– Physiological (affects the sensory organs)• Pain, comfort (air quality, temperature)
Individual behaviours• Approach behaviour:
– Affiliation– Exploration– Stay longer– Commitment
• Avoidance behaviour:– The opposite of these
Social / Individual behaviours
• Between customer and employee and
• Between customer and customer
Individual Behavior:
• Attraction • Spend money• Return • Stay / Explore
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.
Be prepared to update and modernize the evidence.
Work cross-functionally.
THANK YOU !