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C hapter 9 M ANAGING T HE F IRM’S P HYSICAL E VIDENCE

C hapter 9 M ANAGING T HE F IRM’S P HYSICAL E VIDENCE. THE ROLE OF PHYSICAL EVIDENCE. Packaging the service conveys expectations physical evidence => quality cues => image development influences perceptions

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C hapter 9 M ANAGING T HE F IRM’S P HYSICAL E VIDENCE

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  1. Chapter 9MANAGING THE FIRM’S PHYSICAL EVIDENCE

  2. THE ROLE OF PHYSICAL EVIDENCE • Packaging the service • conveys expectations • physical evidence => quality cues => image development • influences perceptions • image development => reduces perceived risk => reduces cognitive dissonance after the purchase

  3. THE ROLE OF PHYSICAL EVIDENCE • Facilitates the flow of the service delivery process • provides information • how am I to act? • facilitates the ordering process • how does this work? • manages consumers • barriers separate different consumer groups or help to isolate the technical core

  4. THE ROLE OF PHYSICAL EVIDENCE • Socializes employees and customers • uniforms • identify the firm’s personnel • physical symbol that embodies the group’s ideals and attributes • implies a coherent group structure • facilitates perceptions of consistent performance • assists in controlling deviant members

  5. THE ROLE OF PHYSICAL EVIDENCE • Provides a means for differentiation • well-dressed personnel are perceived as: • more intelligent • better workers • more interactive

  6. UNDERSTANDING THE USE OF PHYSICAL EVIDENCE IN CREATING SERVICE ENVIRONMENTS • The SOR Model • SOR • stimulus => organism => response • Stimulus • environmental stimuli • physical environmental dimensions

  7. UNDERSTANDING THE USE OF PHYSICAL EVIDENCE IN CREATING SERVICE ENVIRONMENTS • The SOR Model • Organism • human element • who should the service firm be developed for? • Self-service vs. interpersonal vs. remote • attempting to create emotional states • pleasure (leads to satisfactions) • arousal (leads to stimulation) • dominance (leads to control)

  8. UNDERSTANDING THE USE OF PHYSICAL EVIDENCE IN CREATING SERVICE ENVIRONMENTS (SERVICESCAPES) • The SOR Model • Response • moderators • acceptance of stimuli (age, personal values, etc.) • actual response • cognitive • beliefs, categorization, symbolic meaning • emotional • mood, attitudes • physiological • pain, comfort, movement, physical fit

  9. COMPONENTS OF THEPHYSICAL ENVIRONMENT • Facility exterior • exterior design • signage • parking • landscaping • surrounding environment

  10. COMPONENTS OF THEPHYSICAL ENVIRONMENT • Facility interior • interior design (warm colors) • red • love, romance, sex, courage, danger, fire, sinful, warmth, excitement, vigor, cheerfulness, enthusiasm, and stop • yellow • sunlight, warmth, cowardice, openness, friendliness, gaiety, glory, brightness, caution • orange • sunlight, warmth, openness, friendliness, gaiety, glory

  11. COMPONENTS OF THEPHYSICAL ENVIRONMENT • Facility interior • interior design (cool colors) • blue • coolness, aloofness, fidelity, calmness, piety, masculine, assurance, sadness • green • coolness, restful, peace, freshness, growth, softness, richness, go • violet • coolness, retiring, dignity, rich

  12. COMPONENTS OF THEPHYSICAL ENVIRONMENT • Facility interior • interior design • equipment • layout • grid vs free-flow • temperature

  13. COMPONENTS OF THEPHYSICAL ENVIRONMENT • Other tangible evidence • business cards • stationary • billing statements • CP&L statement • reports • brochures • employee performance • employee appearance

  14. CREATING SERVICE ATMOSHPERES • Sight appeals • size, shape, colors, contrast, clash, location, architecture, signs, entrance, and lighting • Sound appeals • music, announcements, and sound avoidance

  15. CREATING SERVICE ATMOSHPERES • Scent appeals • appeals and avoidance • Touch appeals • Taste appeals

  16. DESIGN CONSIDERATONS FOR HIGH VERSUS LOW CONTACT SERVICE FIRMS • Facility location • Facility layout • Product design • tangible and intangible components • molecular models • Process design • evaluations based on outcomes only vs. outcomes and process

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