Physical Evidence and the Servicescape Chapter 11 1

Physical Evidence and the Servicescape Chapter 11 -1 11 § Physical Evidence § Types of Servicescapes § Strategic Roles of the Servicescape § Framework for Understanding Servicescape Effects on Behavior § Guidelines for Physical Evidence Strategy Mc. Graw-Hill/Irwin Copyright © 2009 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Objectives for Chapter 11: Physical Evidence and the Servicescape 11 -2 § 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.

11 -3 Elements of Physical Evidence

Examples of Physical Evidence from the Customer’s Point of View 11 -4

11 -5 Typology of Service Organizations Based on Form and Use of the Servicescape

11 -6 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

A Framework for Understanding Environment. User Relationships in Service Organizations 11 -7

11 -8 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.

Speedi-Lube Spells Out the Service Offering 11 -9

11 -10 Cheers: The Third Place

Some Tangible Cues and/or Facilitating Goods at Buffalo Wild Wings Restaurant Cup with BW 3 logo… The menu… NTN system trivia game pad where customers can compete with fellow restaurant patrons and others playing it all around the country. 11 -11 Special Promotions… The pager to let you know when your food is ready…