Chapter 11: Physical Evidence and the Servicescape

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Chapter 11 Physical Evidence and the Servicescape

• Servicescape the actual physical _____ where the
  service is performed, delivered, and consumed
• Includes patient examination room in a doctors
  office catering service white linen cloths,
  eating utensils, menus, kitchen
• Does not include _______________
• Physical evidence closing Gap 2

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Physical Evidence

• Physical Evidence the _____________ in which the
  service is delivered and where the firm and the
  customer interact, and any tangible commodities
  that facilitate performance or communication of
  the service (p. 317)
• Ex when you visit the web site for Hyatt
  hotels, you can look at pictures of its newest
  hotels and make reservations quickly.

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Physical Evidence

• Physical evidence important for communicating
  credence services (auto repair), services
  dominated by experience attributes (__________
• _____________________).

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Table 11.1Elements of Physical Evidence
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Types of Servicescapes (see Table 11.3, p. 321)

• Self-service environment customer performs most
  of the activities and few if any employees are
  involved.
• Interpersonal services both customer and
  employee must be present in the servicescape

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Types of Servicescapes

• Remote service employee only little or no
  customer involvement with the servicescape.

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Complexity of Servicescapes

• Lean environment simple few elements, spaces,
  and pieces of equipment
• Coinstar is a self-service coin-counter found in
  many supermarkets. You pour your coins in, and
  the machine counts the coins and gives you bills
  for an 8.9 fee.
• Elaborate environment complicates servicescape
  many elements and forms golf course, restaurant,
  insurance company

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Roles of the Servicescape

• Package convey an external image of what is
  inside
• Facilitator aids the performance of customers
  and employees can facilitate or inhibit
• Ex ENTRANCE and EXIT signs
• Socializer helps convey expected roles,
  behaviors, and relationships of customers and
  employees where you can/cannot be how should
  you act?
• Differentiator differentiate firm from
  competitors and communicate intended market
  segment

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Framework for Understanding Servicescape Effects
on Behavior

• Behaviors in the Servicescape
• Individual Behaviors response to physical
  setting
• Servicescapes can create an approach or avoidance
  behavior
• Approach behavior (positive) - spending money,
  interacting with employees, browsing, being brand
  loyal to a service
• Avoidance behavior (negative) - many customers
  will not shop the day after Thanksgiving because
  of the crowds

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Framework for Understanding Servicescape Effects
on Behavior

• Social Interactions nature and quality of
  customer and employee interactions
• physical proximity, seating arrangements define
  the possibilities and limits of social episodes

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Environmental Dimensions of the Servicescape (p.
333)

• Ambient conditions temperature, lighting, noise,
  music, scent, and color
• Example bakery shop, an air-conditioned hotel,
  bookstore and coffee shop, movie theater
• Ambient conditions will have greatest effect on
  customer behavior where is greatest in
  the servicescape

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Environmental Dimensions of the Servicescape

• Signs, Symbols, and Artifacts
• Help communicate nature of business to customers
• Ex The McDonalds arches and the Toys R Us
  mascot Geoffrey Giraffe

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Developing and Effective Physical Evidence
Strategy

• Steps
• Recognize the strategic impact of physical
  evidence
• Map the physical evidence of service
• Clarify roles of the servicescape
• Assess and identify physical evidence
  opportunities
• Be prepared to update and modernize the evidence
• Work cross-functionally