McGraw-Hill/Irwin

Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter

Physical Evidence and the Servicescape

10

Physical Evidence Types of Servicescapes Strategic Roles of the Servicescape Framework for Understanding Servicescape Effects on Behavior Guidelines for Physical Evidence Strategy

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Objectives for Chapter 10: Physical Evidence and the Servicescape

Explain the impact of physical evidence, particularly the servicescape, on customer perceptions and experiences. Illustrate differences in types of servicescapes, the roles played by the servicescape, and the implications for strategy.

Explain why the servicescape affects customer and employee behavior, using a framework based in marketing, organizational behavior, and environmental psychology.
Present elements of an effective physical evidence strategy.

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Physical Evidence
The environment in which the service is delivered and where the firm and the customer interact, and any tangible commodities that facilitate performance or communication of the service.

Physical facility = Servicescape

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Elements of Physical Evidence

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Examples of Physical Evidence from the Customers Point of View

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How Does Physical Evidence Affect the Customer Experience?

Flow Meaning Satisfaction Emotional connections to company Clue management: the process of clearly identifying and managing all the various clues that customers use to form their impressions and feelings about the company.
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Typology of Service Organizations Based on Form and Use of the Servicescape

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Roles of the Servicescape

Package
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
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Speedi-Lube Spells Out the Service Offering

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A Framework for Understanding Environment-User Relationships in Service Organizations

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Understanding Servicescape Effects on Behavior

Stimulus-organism-response theory
Stimulus = multidimensional environment Organism = customers and employees Response = behaviors directed at the environment

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Individual Behaviors in the Servicescape

Environmental psychologists suggest that people react to places with two general, and opposite forms of behavior:
Approach: all positive behaviors that might be directed to a place
Desire to stay, explore, work, affiliate Shopping enjoyment, spending time and money

Avoidance: negative behaviors

Desire not to stay, etc.
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Social Interactions in the Servicescape

All social interaction is affected by the physical container in which it occurs
Customer-employee Customer-customer

Scripts (particular progression of events) Physical proximity Seating arrangements Size Flexibility

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Internal Responses to the Servicescape

Cognition: environment can affect beliefs about a place and the people and products found in that place Emotion: color, dcor, music, scent affect mood
Pleasure/displeasure Degree of arousal (amount of stimulation)

Physiology: volume, temperature, air quality, lighting can cause physical discomfort and even pain
Ergonomics

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Variations in Individual Response

Personality differences
Arousal seekers vs. arousal avoiders Environmental screeners

Purpose for being in the servicescape

Business/pleasure Utilitarian/hedonistic

Temporary mood state

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Environmental Dimensions
Ambient Conditions: affect the 5 senses, but may be imperceptible or affect us subconsciously
Temperature, lighting, noise, music, scent, color

Spatial Layout and Functionality: size, shape, and arrangement of machinery, equipment, and furnishings and the ability of such to facilitate customer and employee goals
Accessibility, aesthetics, seating comfort

Signs, Symbols, Artifacts: explicit or implicit communication of meaning; often culturally embedded; important in forming first impressions
Way-finding, labels, rules of behavior, creating aesthetic impression

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