Marketing Services - Chap011.ppt
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Transcript of Marketing Services - Chap011.ppt
11-1
Physical Evidence and the Servicescape
Physical EvidenceTypes of ServicescapesStrategic Roles of the ServicescapeFramework for Understanding Servicescape
Effects on BehaviorGuidelines for Physical Evidence Strategy
ChapterChapter
1111
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
11-2
Objectives for Chapter 11:Physical Evidence and the Servicescape
Explain the profound impact of physical evidence, particularly the servicescape, on customer perceptions and experiences.
Illustrate differences in types of servicescapes, the roles played by the servicescape, and the implications for strategy.
Explain why the servicescape affects customer and employee behavior, using a framework based in marketing, organizational behavior, and environmental psychology.
Present elements of an effective physical evidence strategy.
11-3
Elements of Physical Evidence
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Examples of Physical Evidence fromthe Customer’s Point of View
11-5
Typology of Service Organizations Based on Form and Use of the Servicescape
11-6
Roles of the Servicescape
Package conveys expectations influences perceptions
Facilitator facilitates the flow of the service delivery process
provides information (how am I to act?) facilitates the ordering process (how does this work?) facilitates service delivery
Socializer facilitates interaction between:
customers and employees customers and fellow customers
Differentiator sets provider apart from competition in the mind of the consumer
11-7
A Framework for Understanding Environment-User Relationships in Service Organizations
11-8
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.
11-9
Speedi-Lube Spells Out the Service Offering
11-10
Cheers: The Third Place
11-11
Some Tangible Cues and/or Facilitating Goods at Buffalo Wild Wings Restaurant
The pager to let you know when your food is ready…
The menu…
Cup with BW3 logo… Special Promotions…NTN system trivia game pad where customers can compete with fellow
restaurant patrons and others playing it all around the country.