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Presented by-

Group-8

Anupam Samui

Balachandar

Hrudaya Ranjan DashNarasimha Reddy

Varun R.

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Servicescape Physical facility ---

(interior & exterior)

Ambient conditions---(temp. colors,noises, smells)

Other tangibles

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Elements of Physical Evidence

Servicescape Other tangibles

Facility exteriorExterior design

Signage

ParkingLandscapeSurrounding environment

Facility interiorInterior design

EquipmentSignageLayoutAir quality/temperature

Business cardsStationeryBilling statements

Reports

Employee dressUniformsBrochuresInternet/Web pages

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Impact of Service Environment

Purchase decision

Expectations

Service qualityevaluations

Satisfaction

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Examples of Physical Evidence from the Customers Point of View

Service Physical evidence

Servicescape Other tangiblesInsurance Not applicable Policy itself

Billing statements

Periodic updatesCompany brochureLetters/cards

Hospital Building exteriorParkingSignsWaiting areasAdmissions office

Patient care roomMedical equipmentRecovery room

UniformsReports/stationeryBilling statements

Airline Airline gate areaAirplane exteriorAirplane interior (dcor, seats, airquality)

TicketsFoodUniforms

Express mail Not applicable PackagingTrucksUniformsComputers

Sportingevent

Parking, Seating, RestroomsStadium exteriorTicketing area, Concession AreasEntrance, Playiing Field

SignsTicketsProgramUniforms

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Typology of Service Organizations based on variations in Form

and Use of the Servicescape

Complexity of the servicescape evidence

Servicescapeusage

Elaborate Lean

Self-service(customer only)

Golf LandSurf 'n' Splash

ATMTicketronPost office kiosk

Internet servicesExpress mail drop-off

Interpersonalservices(both customer andemployeee)

HotelRestaurantsHealth clinicHospitalBankAirlineSchool

Dry cleanerHot dog standHair salon

Remote service(employee only)

Telephone companyInsurance companyUtilityMany professional services

Telephone mail-order deskAutomated voice-messaging-based services

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Roles of the Servicescape

Package

Facilitator

Socialize Differentiator

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A Framework for Understanding Environment-user Relationships

in Service Organizations

PHYSICALENVIRONMENTAL

DIMENSIONS

HOLISTICENVIRONMENT

INTERNALRESPONSES

BEHAVIOR

AmbientConditions

Space/Function

Signs, Symbols,

and Artifacts

PerceivedServicescape

Cognitive

Emotional

Physiological

Cognitive

Emotional

Physiological

EmployeeResponses

CustomerResponses

IndividualBehaviors

SocialInteractionsbetween and

amongcustomer and

employees

IndividualBehaviors

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Framework for Understanding

Servicescape Effects on Behavior Internal Responses

Cognitive --- knowledge structure

Affective ---feelings & emotions Physiological--- changes in

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Knowledge Structures

Beliefs

Categorization

Symbolic Meaning

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Emotional

Mood

Attitude

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Individual Behaviors

Created by Servicescape Approach behaviors

Avoidance behaviors

Arousal seekers Arousal avoiders

Environmental stimuliscreeners

Environmental stimulinonscreeners

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Social Interactions

Between and among customers andemployees

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Environmental Dimensions

Ambient Conditions

Spatial Layout and Functionality

Signs, Symbols and Artifacts

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Perceptions of Crowding

Environmental cues

Shopping motives

Constraints Expectations of

crowding

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Impact of Crowding

Affective reactions

Reduce browsing

Adjust purchases

Reduce interactionwith employees

Less confidence inpurchase decision

Dissatisfied withexperience

Reduce image of firm

Modify future purchaseintentions

Short-term Long-term

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Servicescape Positioning

Cost Efficiency

Customization

ServiceQuality

Firm

Customers

(Functional)

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Objectives and Goals

Customization

Functional Service

Technical Service

Cost Efficiency

Meet Needs ofCustomers

Meet needs ofcustomers

Maximize employeeefficiency

Reduce costs andincreaseproductivity

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Maximizing the Service

Environment1. Recognize strategic impact.2. Blueprint

3. Clarify roles of the Servicescape4. Assess and identify physical evidenceopportunities.

5. Update and modernize

.

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Choosing the Location

Operational Position

Merchantability

Traffic interception

Cumulative competitiveattraction

Competitive compatibility

Accessibility

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Challenges & Opportunities

Challenges

Lack of reliability

Complex

Lack of proof

Expensive Examples-

- Catering

- Insurance

- Express mails- Laundry

Opportunities

Control over service

Control over customers

perception

Price differentiation Virtual servicescaping

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