1. Physical Evidence

2. Important for…. Communicating service quality attributes Setting customer expectations Creating the service experience

8. Elements of Physical Evidence

9. Managing Physical Evidence According to Turley (1992), the different broad categories to be considered while designing the physical evidence for a service are the: Locational perspective Atmospheric and image perspective Operational perspective Consumer use perspective Contact personnel perspective

10. Activity The 21,000 square foot Ananda Spa Resort offers an extensive menu of over 79 body and beauty treatments, integrating the traditional Indian systems of Ayurveda with the more contemporary Western spa approach. The spa experience strives to achieve the ultimate harmony between the physical and the mental realms of the individual. With unique focuses on the traditional Indian sciences of Yoga and Ayurveda, Ananda Spa creates the skillful synthesis between age-old therapies and modern spa technology. The personalized therapy and activities programs is designed to meet individual needs and health goals – de-stress, detoxification and cleansing, deep relaxation, anti-aging, weight and inch loss, while also offering guidance in the areas of nutrition and exercise. Develop a suitable physical evidence strategy for Ananda Spa Resorts.

11. Service Environment Includes the physical environment of a service facility, including the location of the facility, its exterior and interior appearance, the furniture, and the décor According to Zeithaml and Bitner (2003), physical evidence is the ‘environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service’ Bitner(1992) introduced the nomenclature of ‘servicescape’ to the physical facility where the services are delivered or offered/performed

12. People are part of the Service Environment Distinctive Servicescapes Create Customer Expectations

13. Comparison of Hotel Lobbies Four Seasons Hotel, New York Orbit Hotel and Hostel, Los Angeles Each servicescape clearly communicates and reinforces its hotel ’ s respective positioning and sets service expectations as guests arrive

14. Managing the Servicescape It helps to package the service offering for the customers Servicescape can appeal to the emotions of a person and elicit a favorable response from the customers It can act as a facilitator to shape customer behavior and enable effective flow of activities It can act as a differentiator to distinguish a service provider from its competitors It influences the customer’s subjective perception of waiting time

15. Locational perspective One of the most important physical evidence affecting services is the location of the service provider (when there is direct contact with the service provider) or the facility from which the service is to be provided

16. Atmospheric and Image Perspective Layout/décor Includes the layout of the service delivery, the parking, the waiting area etc. Signage Includes the signs, logos, style of décor, and personal artifacts used by the service provider Ambience Both the internal (air quality, temperature, noise, music, odor etc) and external ambience (landscaping, cleanliness, scenic beauty) of the servicescape

17. Signs Teach and Reinforce Behavioral Rules in Service Settings Note: Fines are in Singapore dollars (equivalent to roughly US $300)

18. Impact of Ambient Conditions Ambient environment is composed of hundreds of design elements and details that must work together to create desired service environment Ambient conditions are perceived both separately and holistically, and include: Lighting and color schemes Size and shape perceptions Sounds such as noise and music Temperature Scents Clever design of these conditions can elicit desired behavioral responses among consumers

19. Impact of Music In service settings, music can have a powerful effect on perceptions and behaviors, even if played at barely audible levels Structural characteristics of music ― such as tempo, volume, and harmony ― are perceived holistically Fast tempo music and high volume music increase arousal levels People tend to adjust their pace, either voluntarily or involuntarily, to match tempo of music Careful selection of music can deter wrong type of customers

20. Impact of Scent An ambient smell is one that pervades an environment May or may not be consciously perceived by customers Not related to any particular product Scents have distinct characteristics and can be used to solicit emotional, physiological, and behavioral responses In service settings, research has shown that scents can have significant effect on customer perceptions, attitudes, and behaviors

21. Impact of Color Colors can be stimulating, calming, expressive, disturbing, impressional, cultural, exuberant, symbolic Color pervades every aspect of our lives, embellishes the ordinary, gives beauty and drama to everyday objects Colors have a strong impact on people ’ s feelings Colors can be defined into three dimensions: Hue is the pigment of the color Value is the degree of lightness or darkness of the color Chroma refers to hue-intensity, saturation, or brilliance

22. Impact of Signs, Symbols, and Artifacts Guide customers clearly through process of service delivery Customers will automatically try to draw meaning from the signs, symbols, and artifacts Unclear signals from a servicescape can result in anxiety and uncertainty about how to proceed and obtain the desired service For instance, signs can be used to reinforce behavioral rules (see picture on next slide)

23. Operational Perspective Equipment Signs for use of technology Cleanliness

24. Consumer Use Perspective Billing statement Stationery Internet/web page Tickets

25. Contact Personnel Perspective The appearance of the contact personnel – their cleanliness, dress code, demeanour, friendly and smiling countenance – forms an initial and lasting impact on the customer’s perception of the services