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Physical Evidence and the Servicescape

Chapter 11. Physical Evidence and the Servicescape. 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.

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Physical Evidence and the Servicescape

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  1. Chapter 11 Physical Evidence and the Servicescape

  2. 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.

  3. Elements of Physical Evidence Table 11.1

  4. Examples of Physical Evidence fromthe Customer’s Point of View Table 11.2

  5. 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

  6. Typology of Service Organizations Based on Variations in Form and Use of the Servicescape Table 11.3

  7. Roles of the Servicescape • Package – e.g., Real Sports Bar and Grill in Toronto has the largest HD TV in North America - http://www.citytv.com/toronto/citynews/videozone/94093 • 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

  8. INTERNAL RESPONSES BEHAVIOUR PHYSICAL ENVIRONMENTAL DIMENSIONS HOLISTIC ENVIRONMENT • Individual Behaviours • Affiliation • Exploration • Stay longer • Commitment • Carry out plan • Ambient Conditions • Temperature • Air quality • Noise • Music • Odor • Etc. • Space/Function • Layout • Equipment • Furnishings • Etc. • Signs, Symbols,and Artifacts • Signage • Personal artifacts • Style of décor • Etc. EmployeeResponses Perceived Servicescape Social Interactions Between and among customers and employees Customer Responses • Individual Behaviours • Attraction • Stay/explore • Spend money • Return carry out plan Source: M. J. Bitner, “Servicescapes: The Impact of Physical Surroundings on Customers and Employees,” Journal of Marketing 56 (April 1992), 57–71. A Framework for Understanding Environment-User Relationships in Service Organizations Figure 11.4

  9. 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.

  10. INTERNAL RESPONSES BEHAVIOUR PHYSICAL ENVIRONMENTAL DIMENSIONS HOLISTIC ENVIRONMENT • Individual Behaviours • Affiliation • Exploration • Stay longer • Commitment • Carry out plan • Ambient Conditions • Temperature • Air quality • Noise • Music • Odor • Etc. • Space/Function • Layout • Equipment • Furnishings • Etc. • Signs, Symbols,and Artifacts • Signage • Personal artifacts • Style of décor • Etc. EmployeeResponses Perceived Servicescape Social Interactions Between and among customers and employees Customer Responses • Individual Behaviours • Attraction • Stay/explore • Spend money • Return carry out plan Source: M. J. Bitner, “Servicescapes: The Impact of Physical Surroundings on Customers and Employees,” Journal of Marketing 56 (April 1992), 57–71. A Framework for Understanding Environment-User Relationships in Service Organizations Figure 11.4

  11. Mini-Case 2 – page 527

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