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PHYSICAL EVIDENCE AND THE SERVICESCAPE Chapter 10

PHYSICAL EVIDENCE AND THE SERVICESCAPE Chapter 10. Donna J. Hill, Ph.D. Service Marketing Spring 2000. Servicescape. Physical facility ---(interior & exterior) Ambient conditions ---(temp. colors, noises, smells) Other tangibles. Table 10-1 Elements of Physical Evidence.

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PHYSICAL EVIDENCE AND THE SERVICESCAPE Chapter 10

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  1. PHYSICAL EVIDENCE AND THE SERVICESCAPEChapter 10 Donna J. Hill, Ph.D. Service Marketing Spring 2000

  2. Servicescape • Physical facility ---(interior & exterior) • Ambient conditions ---(temp. colors, noises, smells) • Other tangibles

  3. Table 10-1Elements of Physical Evidence

  4. Impact of Service Environment • Purchase decision • Expectations • Service quality evaluations • Satisfaction

  5. Table 10-2 Examples of Physical Evidence from the Customer’s Point of View

  6. Table 10-3 Typology of Service Organizations Based on Variations in Form and Use of the Servicescape

  7. Roles of the Servicescape • Package • Facilitator • Socialize • Differentiator

  8. Figure 10-3A Framework for UnderstandingEnvironment-user Relationships in Service Organizations HOLISTIC ENVIRONMENT INTERNAL RESPONSES BEHAVIOR PHYSICAL ENVIRONMENTAL DIMENSIONS Cognitive Emotional Physiological Individual Behaviors Employee Responses Ambient Conditions Space/Function Signs, Symbols, and Artifacts Perceived Servicescape Social Interactions between and among customer and employees Customer Responses Individual Behaviors Cognitive Emotional Physiological Source: Adapted from Mary Jo Bitner, “Servicescapes.”

  9. Framework for Understanding Servicescape Effects on Behavior • Internal Responses • Cognitive --- knowledge structure • Affective ---feelings & emotions • Physiological--- changes in

  10. Knowledge Structures • Beliefs • Categorization • Symbolic Meaning

  11. Emotional • Mood • Attitude

  12. Affective Responses Arousing Distressing Exciting Unpleasant Pleasant Gloomy Relaxing Sleeping

  13. Physiological Responses • Heart beat rate • Pupil dilation • Tears • Perspiration • Pain

  14. Physiological Responses Cognitive Physiological Behavioral Affective

  15. Individual Behaviors Created by Servicescape • Approach behaviors • Avoidance behaviors • Arousal seekers • Arousal avoiders • Environmental stimuli screeners • Environmental stimuli nonscreeners

  16. Social Interactions • Between and among customers and employees

  17. Environmental Dimensions • Ambient Conditions • Spatial Layout and Functionality • Signs, Symbols and Artifacts

  18. Perceptions of Crowding • Environmental cues • Shopping motives • Constraints • Expectations of crowding

  19. Affective reactions Reduce browsing Adjust purchases Reduce interaction with employees Less confidence in purchase decision Dissatisfied with experience Reduce image of firm Modify future purchase intentions Impact of Crowding Short-term Long-term

  20. Maximizing the Service Environment 1. Recognize strategic impact. 2. Blueprint 3. Clarify roles of the Servicescape 4. Assess and identify physical evidence opportunities. 5. Update and modernize .

  21. Servicescape Positioning Cost Efficiency Firm (Technical) Employees Customers Service Quality Customization (Functional)

  22. Customization Functional Service Technical Service Cost Efficiency Meet Needs of Customers Meet needs of customers Maximize employee efficiency Reduce costs and increase productivity Objectives and Goals

  23. Choosing the Location • Operational Position • Merchantability • Traffic interception • Cumulative competitive attraction • Competitive compatibility • Accessibility

  24. Physical Facility • Exterior Appearance • Interior Appearance • Ambient Conditions • Interpersonal Factors • Employee Appearance • Employee Behavior Cost Efficiency: Maximize efficiency & productivity. Customization: Focus on customers. Technical SQ..: Maximize quality of technical output. Functional SQ..: Maximize quality of customer interaction.

  25. Strategies to Reduce Impact of Crowding Operations Management: 1. Modify layout of facility. 2. Reduce capacity of facility. 3. Control number of customers in facility. 4. Hire more customer contact personnel. Perceptions Management: 1. Use signs. 2. Modify ambient conditions.

  26. Entertainment Services • Spectator Sports • Recreational Theme Parks

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