Chapter 11 Physical Evidence and the Servicescape the

Chapter 11: Physical Evidence and the Servicescape: the actual physical _____ where the service is performed, delivered, and consumed Includes: patient examination room in a doctor’s office; catering service: white linen cloths, eating utensils, menus, kitchen Does not include: ________ Physical evidence: closing Gap 2

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.

Physical Evidence Physical evidence important for communicating credence services (auto repair), services dominated by experience attributes (___________).

Table 11. 1 Elements of Physical Evidence

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

Types of Servicescapes Remote service: employee only; little or no customer involvement with the servicescape.

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

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

Framework for Understanding Servicescape Effects on 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

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

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

Environmental Dimensions of the Servicescape Signs, Symbols, and Artifacts Help communicate nature of business to customers Ex: The Mc. Donald’s arches and the Toys ‘R’ Us mascot Geoffrey Giraffe

Developing and Effective Physical Evidence Strategy Steps: 1. 2. 3. 4. 5. 6. 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