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Physical Evidence and the Servicescape

Provider Gap 4: Not matching performance to promises. Incompatible or inconsistent physical evidenceOverpromising through physical evidenceLack of physical evidence strategy. Definition of Physical Evidence. Servicescape: the environment in which the service is delivered and where the firm and the customer interactAny tangible commodities that facilitate performance or communication of the service.

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Physical Evidence and the Servicescape

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    1. Physical Evidence and the Servicescape Chapter 10

    2. Provider Gap 4: Not matching performance to promises Incompatible or inconsistent physical evidence Overpromising through physical evidence Lack of physical evidence strategy

    3. Definition of Physical Evidence Servicescape: the environment in which the service is delivered and where the firm and the customer interact Any tangible commodities that facilitate performance or communication of the service

    4. Servicescape Facility exterior: Exterior design Signage Parking Landscape Surrounding environment

    5. Servicescape Facility interior: Interior design Equipment Signage Layout Air quality/temperature

    6. Other Tangibles Business cards Stationery Billing statements Reports Employee dress Uniforms Brochures Web pages

    7. Roles of the Servicescape Package: Convey image Facilitator: Aid in the performance/service delivery Socializer: Convey expectations Differentiator: Differentiate between competitors and customers

    8. Understanding Servicescape Effects on Behavior Stimulus-Organism-Response Theory Multidimensional environment is the stimulus Consumers and employees are the organisms Behaviors are the responses

    9. “Response”: Behaviors in the Servicescape Individual behaviors Approach--stay, explore, work, affiliate Avoidance--not to stay, explore, work, affiliate Social interactions Between and among customers and employees The best design for one person or group may not be the best design for others

    10. “Response”: Behaviors in the Servicescape

    11. “Organism”: Internal Responses to the Servicescape Cognitive Beliefs Categorization Symbolic meanings Emotional Mood Attitude Physiological Pain Comfort Movement Physical fitness

    12. “Organism”: Internal Response Moderators Personality Purchase situation Temporary mood states

    13. “Stimulus”: Environmental Dimensions of the Servicescape Ambient conditions Temperature Air quality Noise Music Odor

    14. “Stimulus”: Environmental Dimensions of the Servicescape Spatial Layout/Function Layout Equipment Furnishings Signs, Symbols, and Artifacts Signage Personal artifacts Style of decor

    15. “Stimulus”: Environmental Dimensions of the Servicescape Sound appeals Scent appeals Sight appeals Size perceptions Shape Color perceptions

    16. Understanding Servicescape Effects Environment surveys Direct observation Experiments Photographic blueprints

    17. Guidelines for Physical Evidence Strategy Recognize the strategic impact of physical evidence Map the physical evidence of service Clarify the roles of servicescape

    18. Guidelines for Physical Evidence Strategy Assess and identify physical evidence opportunities Be prepared to update and modernize the evidence Work cross-functionally

    19. Extra Credit Assignment (5 pts.) On Wednesday, November 5, bring a video clip depicting elements of physical evidence in a service business. Submit a one-page memo with a brief analysis of how the physical evidence is used in the film setting to enhance the scene.

    20. Servicescape Exercise Describe the “atmosphere” (layout, colors, sounds, smells, etc.) of your audit organization (AO). How crowded is the business? How does the atmosphere make you feel? Describe the customers. How are they dressed, and how do they act? Are they alone or with others? Any inferences regarding their lifestyles or incomes? Describe the customer contact personnel. How are they dressed, and how did they behave? Sum up in a few words your impressions of the store’s “culture.”

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