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Physical Evidence and the Servicescape
Chapter 11 Physical Evidence and the Servicescape
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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.
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Elements of Physical Evidence
Table 11.1 Elements of Physical Evidence
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Examples of Physical Evidence from the Customer’s Point of View
Table 11.2
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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
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Typology of Service Organizations Based on Variations in Form and Use of the Servicescape
Table 11.3
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Roles of the Servicescape
Package – e.g., Real Sports Bar and Grill in Toronto has the largest HD TV in North America - 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 Dental laser “drill”
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A Framework for Understanding Environment-User Relationships in Service Organizations
Figure 11.4 Source: M. J. Bitner, “Servicescapes: The Impact of Physical Surroundings on Customers and Employees,” Journal of Marketing 56 (April 1992), 57–71. Individual Behaviours Affiliation Exploration Stay longer Commitment Carry out plan Social Interactions Between and among customers and employees Attraction Stay/explore Spend money Return carry out plan Employee Responses Customer Responses Perceived Servicescape Ambient Conditions Temperature Air quality Noise Music Odor Etc. Space/Function Layout Equipment Furnishings Signs, Symbols, and Artifacts Signage Personal artifacts Style of décor BEHAVIOUR INTERNAL RESPONSES HOLISTIC ENVIRONMENT PHYSICAL ENVIRONMENTAL DIMENSIONS Cognitive Emotional Physiological Beliefs Categor- ization Symbolic Meaning Mood Attitude Pain Comfort Movement Physical fit Cognitive Emotional Physiological Beliefs Categor- ization Symbolic Meaning Mood Attitude Pain Comfort Movement Physical fit
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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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A Framework for Understanding Environment-User Relationships in Service Organizations
Figure 11.4 Source: M. J. Bitner, “Servicescapes: The Impact of Physical Surroundings on Customers and Employees,” Journal of Marketing 56 (April 1992), 57–71. Individual Behaviours Affiliation Exploration Stay longer Commitment Carry out plan Social Interactions Between and among customers and employees Attraction Stay/explore Spend money Return carry out plan Employee Responses Customer Responses Perceived Servicescape Ambient Conditions Temperature Air quality Noise Music Odor Etc. Space/Function Layout Equipment Furnishings Signs, Symbols, and Artifacts Signage Personal artifacts Style of décor BEHAVIOUR INTERNAL RESPONSES HOLISTIC ENVIRONMENT PHYSICAL ENVIRONMENTAL DIMENSIONS Cognitive Emotional Physiological Beliefs Categor- ization Symbolic Meaning Mood Attitude Pain Comfort Movement Physical fit Cognitive Emotional Physiological Beliefs Categor- ization Symbolic Meaning Mood Attitude Pain Comfort Movement Physical fit
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Mini-Case 2 – page 527
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