Chapter 7 Slides-New
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Physical Evidence ² The Sixth ¶P·
Chapter 7
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Learning Objectives
In this chapter, we will
Introduce the tem servicescapes
Discuss office designs for employees Discuss designs of service areas for
customers
Define the elements that constitute physical
evidence
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What is Phy sical Evidence ?
³any tangibles that may result in an
impression being formed about the servicebrand´
Eg: its buildings, parking lots, signage, appearance of
company people, stationery, bills sent to customers,visiting cards etc.
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Servicescapes
A term popularised by Zeithaml and Jo Bitner.
³Like a landscape, the servicescape creates amood, a longing, an attraction or a desire to visit
the service provider , in
the context of a servicepurchase.´ (a well laid out mall)
The feelings evoked in a customer can beaffected by;
1. The physical aspects of the building housing the service provider.
2. Its ambience3. Its level of cleanliness
4. The dress wor n by the service provider¶s employees
5. And even the number and type of customers present when heenters or avails of the service being provided.
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Servicescapes for Phy sical and Remote
Services
The servicescape, or the design of the
service facility, has the maximum impact
when the customer physically uses the
facility.
There are some services that he may be able
to access over the phone, or on the inter net.
Here, the tangibles may be the quality of thevoice on the phone, or the design of the web
page he goes to.
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Attracting Customers ² Signage of a Brand
Customers may be attracted by the looks of the
service provider.
The signage of a brand can do the job well if it¶s
pleasant and stands out.
Eg: The colourful logo of ICICI can be a
customer-puller while the SBI logo which is dull
can
give anegative impressio
n.
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Pleasure in Doing Business
Bank A Bank B
Pleasantly decorated
Air-conditioned reception
hall
People greet customers
with a pleasant smile
Surroundings are dingy
Poorly ventilated
Broken windows
Dirty curtains and
Unswept floors greet
customers
W hich Bank would you prefer ?
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Post ² purchase Satisfaction
Even after the customer has consumed a
service, he may remember the tangible
features of the service brand, and look
forward to going there the next time, if they
were pleasant.
Dissonance may set in if he has been in unpleasant surroundings at the service
provider.
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The Importance of Design
Designs are highly subjective, and a matter of
individual taste.
In service sector, the provider is not doing it
for himself, but for the customers and
employees.
Therefore, the views of the customers or
employees can be used in designing thefacilities, because these facilities will be used
mostly by these groups.
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Lig ht, Sound, Music
The ambience is an important aspect in design.
Every different ambience attracts different
customers. For Eg: A theme restaurant with an aquarium, and a waterfall,
may provide one kind of ambience.
A rural theme can bring out plantain leaves instead of plates and different seating arrangements from the usual
table and chair.
A dance floor may bring in certain types of customers,while others may prefer a quiet ambience.
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Theme Parks
Theme parks offer differing ambience. For Eg:
Some are built around cartoon characters like Mickey
Mouse, or Asterix.
There are others with a variety of water slides, swimmingetc.
Sea-shore parks have shows in which marine animals like
Seals, Sea Lions, and Dolphins perform.
Each of these parks tries to create an
ambience suitable to its audience, its theme, and
its surroundings.
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Petroleum Outlets
Cleanliness, moder nity are as important as
the fuels and services sold by the outlets.
Eg: Bharat Petroleum
T his serves a dual purpose of Information
and Promotion.
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Buses
In most states, govt. buses are poorly maintained,
unwashed and look neglected.
This gives a poor impression to the person travelling
in them. On the same routes in some states, there are
colourful and well-maintained buses run by private
operators.
In terms of physical evidence as well ascomfort, many long distance bus routes are
dominated by the private players.
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Movie Theatres
Movie-going is now an experience, andneeds to be marketed as such, todifferentiate it from the VCD or home theatre.
One of the major attractions should be theambience, or the physical evidence of the³servicescape´.
The new multiplexes in are trying to attract all
types of audiences, including families, whohave largely disappeared from movietheatres.
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T hank You !!!