Physical Evidence and the Servicescape Chapter 11 Physical

Physical Evidence and the Servicescape Chapter 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 11 -1 Copyright © 2009 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

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

Elements of Physical Evidence 11 -3

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

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

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 11 -6

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

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. 11 -8

Speedi-Lube Spells Out the Service Offering 11 -9

Cheers: The Third Place 11 -10

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. Special Promotions… The pager to let you know when your food is ready… 11 -11