PHYSICAL EVIDENCE AND THE SERVICESCAPE Chapter 10

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PHYSICAL EVIDENCE AND THE SERVICESCAPEChapter 10

• Donna J. Hill, Ph.D.
• Service Marketing
• Spring 2000

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Servicescape

• Physical facility ---(interior exterior)
• Ambient conditions ---(temp. colors, noises,
  smells)
• Other tangibles

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Table 10-1Elements of Physical Evidence
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Impact of Service Environment

• Purchase decision
• Expectations
• Service quality evaluations
• Satisfaction

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Table 10-2 Examples of Physical Evidence from
the Customers Point of View
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Table 10-3 Typology of Service Organizations
Based on Variations in Form and Use of the
Servicescape
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Roles of the Servicescape

• Package
• Facilitator
• Socialize
• Differentiator

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Figure 10-3 A Framework for UnderstandingEnviro
nment-user Relationships in Service Organizations
HOLISTIC ENVIRONMENT
INTERNAL RESPONSES
BEHAVIOR
PHYSICAL ENVIRONMENTAL DIMENSIONS
Cognitive Emotional Physiological
Individual Behaviors
Employee Responses
Ambient Conditions Space/Function Signs,
Symbols, and Artifacts
Perceived Servicescape
Social Interactions between and among customer
and employees
Customer Responses
Individual Behaviors
Cognitive Emotional Physiological
Source Adapted from Mary Jo Bitner,
Servicescapes.
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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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Affective Responses
Arousing
Distressing
Exciting
Pleasant
Unpleasant
Gloomy
Relaxing
Sleeping
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Physiological Responses

• Heart beat rate
• Pupil dilation
• Tears
• Perspiration
• Pain

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Physiological Responses
Cognitive
Physiological
Behavioral
Affective
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Individual Behaviors Created by Servicescape

• Approach behaviors
• Avoidance behaviors
• Arousal seekers
• Arousal avoiders
• Environmental stimuli screeners
• Environmental stimuli nonscreeners

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Social Interactions

• Between and among customers and employees

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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
Short-term
Long-term

• 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

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Maximizing the Service Environment
1. Recognize strategic impact. 2. Blueprint 3.
Clarify roles of the Servicescape 4. Assess and
identify physical evidence opportunities. 5.
Update and modernize .
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Servicescape Positioning
Cost Efficiency
Firm
(Technical)
Employees
Customers
Service Quality
Customization
(Functional)
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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

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Choosing the Location

• Operational Position
• Merchantability
• Traffic interception
• Cumulative competitive attraction
• Competitive compatibility
• Accessibility

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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.
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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.
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Entertainment Services

• Spectator Sports
• Recreational Theme Parks