PowerPoint Presentation Chapter 11 Overheads

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Physical Evidence and the Servicescape
Chapter
11

• Physical Evidence
• Types of Servicescapes
• Strategic Roles of the Servicescape
• Framework for Understanding Servicescape Effects
  on Behavior
• Guidelines for Physical Evidence Strategy

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Objectives for Chapter 11Physical 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.

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Figure 11.1Speedi-Lube Spells Out the Service
Offering
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Table 11.1Elements of Physical Evidence
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Table 11.2 Examples of Physical Evidence
fromthe Customers Point of View
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Table 11.3 Typology of Service Organizations
Based on Variations in Form and Use of the
Servicescape
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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

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Figure 11.2A Framework for Understanding
Environment-User Relationships in Service
Organizations
Source M. J. Bitner, Servicescapes The Impact
of Physical Surroundings on Customers and
Employees, Journal of Marketing 56 (April 1992),
5771.
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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.