1. Physical Evidence and the Servicescape
Chapter 10
Physical Evidence and the Servicescape
Physical Evidence
Types of Servicescapes
Strategic Roles of the Servicescape
Framework for Understanding Servicescape Effects on Behavior
Guidelines for Physical Evidence Strategy
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2. Objectives for Chapter 10: Physical Evidence and the Servicescape
Explain the 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.
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3. Physical Evidence
“The environment 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.”
Physical facility = Servicescape
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4. Elements of Physical Evidence
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5. Examples of Physical Evidence from the Customer’s Point of View
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6. Examples of Physical Evidence from the Customer’s Point of View

7. How Does Physical Evidence Affect the Customer Experience?
Flow of the experience
Meaning customers attached to it
Satisfaction
Emotional connections to company
Clue management: the process of clearly identifying and managing all the various clues that customers use to form their impressions and feelings about the company.
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8. Typology of Service Organizations Based on Form and Use of the Servicescape
Whom the servicescape will affect
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9. Roles of the Servicescape
The servicescape is frequently one of the most important elements used in positioning a service organization.
Package:
‘wrap’ the service and convey what is ‘inside’
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
Eg. International traveler find the a poorly designed airport with few signs, poor ventilation, and few places to sit or eat
Dental laser “drill”
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10. Speedi-Lube Spells Out the Service Offering
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11. Package

12. Facilitator

13. Roles of the Servicescape (continued)
Socializer:
Helps to convey expected roles, behaviors, and relationships
facilitates interaction between:
customers and employees
customers and fellow customers
Employees and fellow employees
Differentiator
sets provider apart from competition in the mind of the consumer

14. Socializer:

15. Differentiator

16. Understanding Servicescape Effects on Behavior
Stimulus-organism-response theory
Stimulus = multidimensional environment
Organism = customers and employees
Response = behaviors directed at the environment
Assumption:
Dimensions of the servicescape will affect customers and employees and they will behave and respond in different ways depending on their internal reactions to the servciescape.
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17. A Framework for Understanding Environment-User Relationships in Service Organizations
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18. Individual Behaviors in the Servicescape
Environmental psychologists suggest that people react to places with two general, and opposite forms of behavior:
Approach: all positive behaviors that might be directed to a place
Desire to stay, explore, work, affiliate
Shopping enjoyment, spending time and money
Avoidance: negative behaviors
Desire not to stay, etc.
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19. Social Interactions in the Servicescape
All social interaction is affected by the physical container in which it occurs
Customer-employee
Customer-customer
Scripts (particular progression of events)
Physical proximity
Seating arrangements
Size
Flexibility
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20. Holland American Cruise Line

21. Internal Responses to the Servicescape
Cognition: environment can affect beliefs about a place and the people and products found in that place
Emotion: color, décor, music, scent affect mood
Pleasure/displeasure
Degree of arousal (amount of stimulation)
Physiology: volume, temperature, air quality, lighting can cause physical discomfort and even pain
Ergonomics:
the understanding of the interactions among humans and other elements of a system, and the profession that applies theoretical principles, data and methods to design in order to optimize human well being and overall system
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22. Variations in Individual Response
Personality differences
Arousal seekers vs. arousal avoiders
Enjoy high levels of stimulation/prefer lower levels of stimulation
Environmental screeners
Able to experience a high level of stimuli but not be affected by it
Purpose for being in the servicescape
Business/pleasure
Temporary mood state
A person after a day at work/ a person after holiday
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23. Environmental Dimensions
Ambient Conditions: affect the 5 senses, but may be imperceptible or affect us subconsciously
Temperature, lighting, noise, music, scent, color
Spatial Layout and Functionality: size, shape, and arrangement of machinery, equipment, and furnishings and the ability of such to facilitate customer and employee goals
Accessibility, aesthetics, seating comfort
Signs, Symbols, Artifacts: explicit or implicit communication of meaning; often culturally embedded; important in forming first impressions
Way-finding, labels, rules of behavior, creating aesthetic impression
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24. 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.
Update and modernize the evidence.
Work cross-functionally
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25. Homework:
Use Global Feature on page 300 as a guideline to give example of a service firm (global brand) that adapts to fit with different cultures
Give at least example from two countries with pictures of the firm’s servicescapes and other details.