PHYSICAL EVIDENCE AND THE SERVICESCAPE
Chapter 10
Donna J. Hill, Ph.D.
Service Marketing
Spring 2000
Servicescape Physical facility ---
(interior & exterior) Ambient conditions
---(temp. colors, noises, smells)
Other tangibles
Table 10-1
Elements of Physical EvidenceServicescape Other tangibles
Facility exteriorExterior designSignageParkingLandscapeSurrounding environment
Facility interiorInterior designEquipmentSignageLayoutAir quality/temperature
Business cardsStationeryBilling statementsReportsEmployee dressUniformsBrochuresInternet/Web pages
Impact of Service Environment
Purchase decisionExpectationsService quality
evaluationsSatisfaction
Table 10-2 Examples of Physical Evidence from the
Customer’s Point of ViewService Physical evidence
Servicescape Other tangiblesInsurance Not applicable Policy itself
Billing statementsPeriodic updatesCompany brochureLetters/cards
Hospital Building exteriorParkingSignsWaiting areasAdmissions officePatient care roomMedical equipmentRecovery room
UniformsReports/stationeryBilling statements
Airline Airline gate areaAirplane exteriorAirplane interior (décor, seats, airquality)
TicketsFoodUniforms
Express mail Not applicable PackagingTrucksUniformsComputers
Sportingevent
Parking, Seating, RestroomsStadium exteriorTicketing area, Concession AreasEntrance, Playiing Field
SignsTicketsProgramUniforms
Table 10-3 Typology of Service Organizations
Based on Variations in Form and Use of the Servicescape
Complexity of the servicescape evidenceServicescapeusage
Elaborate Lean
Self-service(customer only)
Golf LandSurf 'n' Splash
ATMTicketronPost office kioskInternet 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
Roles of the Servicescape
Package Facilitator Socialize Differentiator
Figure 10-3 A Framework for UnderstandingEnvironment-user Relationships
in Service Organizations
Source: Adapted from Mary Jo Bitner, “Servicescapes.”
PHYSICALENVIRONMENTAL
DIMENSIONS
HOLISTICENVIRONMENT
INTERNALRESPONSES
BEHAVIOR
Ambient Conditions
Space/Function
Signs, Symbols, and Artifacts
PerceivedServicescap
e
Cognitive
Emotional
Physiological
Cognitive
Emotional
Physiological
Employee Responses
Customer Responses
Individual Behaviors
Social Interactions between and
among customer and
employees
Individual Behaviors
Framework for Understanding Servicescape Effects on BehaviorInternal Responses
– Cognitive --- knowledge structure– Affective ---feelings & emotions– Physiological--- changes in
Knowledge Structures
Beliefs Categorization Symbolic Meaning
Emotional
Mood Attitude
Affective ResponsesArousing
Sleeping
PleasantUnpleasant
Distressing
Gloomy Relaxing
Exciting
Physiological Responses
Heart beat rate Pupil dilation Tears Perspiration Pain
Physiological ResponsesCognitive
Physiological
Affective
Behavioral
Individual Behaviors Created by Servicescape
Approach behaviors Avoidance behaviors Arousal seekers Arousal avoiders Environmental stimuli
screeners Environmental stimuli
nonscreeners
Social Interactions
Between and among customers and employees
Environmental Dimensions
Ambient Conditions Spatial Layout and Functionality Signs, Symbols and Artifacts
Perceptions of Crowding
Environmental cues Shopping motives Constraints Expectations of
crowding
Impact of Crowding
Affective reactions Reduce browsing Adjust purchases Reduce interaction
with employees
Less confidence in purchase decision
Dissatisfied with experience
Reduce image of firm Modify future purchase
intentions
Short-term Long-term
Maximizing the Service Environment
1. Recognize strategic impact.2. Blueprint3. Clarify roles of the Servicescape4. Assess and identify physical evidence opportunities.5. Update and modernize.
Servicescape PositioningCost Efficiency
CustomizationServiceQuality
Firm
Customers
Employees
(Tec
hnic
al)
(Functional)
Objectives and Goals
Customization
Functional Service
Technical Service
Cost Efficiency
Meet Needs of Customers
Meet needs of customers
Maximize employee efficiency
Reduce costs and increase productivity
Choosing the Location Operational Position Merchantability Traffic interception Cumulative competitive
attraction Competitive compatibility Accessibility
Physical Facility• Exterior Appearance• Interior Appearance• Ambient Conditions
•Interpersonal Factors•Employee Appearance•Employee Behavior
Cost Efficiency: Maximize efficiency & productivity.Customization: Focus on customers.Technical SQ..: Maximize quality of technical output.Functional SQ..: Maximize quality of customer interaction.
Strategies to Reduce Impact of Crowding
Operations Management:1. Modify layout of facility.2. Reduce capacity of facility.3. Control number of customers in facility.4. Hire more customer contact personnel.
Perceptions Management:1. Use signs.2. Modify ambient conditions.
Entertainment ServicesSpectator SportsRecreational Theme Parks
Top Related