Chapter 11 Physical Evidence and the Servicescape What

What is Physical Evidence? �Physical evidence includes all aspects of the organization’s physical facility

Table 11. 1 Elements of Physical Evidence

Table 11. 2 Examples of Physical Evidence from the Customer’s Point of View

Typology of Servicescapes Usage �Self-service – usually only involves the customer �Interpersonal services –

Table 11. 3 Typology of Service Organizations Based on Variations in Form and Use

Roles of the Servicescape � � Package – e. g. , Real Sports Bar

Figure 11. 4 PHYSICAL ENVIRONMENTAL DIMENSIONS A Framework for Understanding Environment-User Relationships in Service

Framework for Understanding Environment. User Relationships �Framework proposes that dimensions of the servicescape will

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Chapter 11 Physical Evidence and the Servicescape

What is Physical Evidence? �Physical evidence includes all aspects of the organization’s physical facility (servicescape) as well as other tangible aspects of tangible communication. �Physical evidence is used as a criteria in evaluating services by consumers. �Effective design of physical, tangible evidence is a requirement to close Gap 2. �Servicescape is often used as a positioning tool for service organizations.

Table 11. 1 Elements of Physical Evidence

Table 11. 2 Examples of Physical Evidence from the Customer’s Point of View

Typology of Servicescapes Usage �Self-service – usually only involves the customer �Interpersonal services – usually involves both the customer and the employee �Remote Service – usually only involves the employee Each of these service usage situations can have varying degrees of complexity – see Table 11. 3

Table 11. 3 Typology of Service Organizations Based on Variations in Form and Use of the Servicescape

Roles of the Servicescape � � Package – e. g. , Real Sports Bar and Grill in Toronto has the largest HD TV in North America http: //www. citytv. com/toronto/citynews/videozone/94093 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

Figure 11. 4 PHYSICAL ENVIRONMENTAL DIMENSIONS A Framework for Understanding Environment-User Relationships in Service Organizations INTERNAL RESPONSES HOLISTIC ENVIRONMENT Cognitive Beliefs Categor- Emotional Mood Attitude ization Symbolic Meaning Ambient Conditions • Temperature • Air quality • Noise • Music • Odor • Etc. Space/Function BEHAVIOUR Physiological Pain Comfort Movement Physical fit • Affiliation • Exploration • Stay longer • Commitment • Carry out plan Employee Responses Social Interactions Perceived Servicescape Between and among customers and employees • Layout • Equipment • Furnishings • Etc. Customer Responses Individual Behaviours • Attraction Signs, Symbols, and Artifacts • Signage • Personal artifacts • Style of décor • Etc. Individual Behaviours • Stay/explore Cognitive Beliefs Categor- Emotional Mood Attitude ization Symbolic Meaning Source: M. J. Bitner, “Servicescapes: The Impact of Physical Surroundings on Customers and Employees, ” Journal of Marketing 56 (April 1992), 57– 71. Physiological Pain Comfort Movement Physical fit • Spend money • Return carry out plan

Framework for Understanding Environment. User Relationships �Framework proposes that dimensions of the servicescape will impact customer and employee behaviour. �Behaviour and actions will be dependent on their reactions to the overall servicescape. �Certain dimensions may be more important for certain consumers – e. g. , physical setting. �Framework is better suited for services that also have a tangible component.

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