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SERVICESCAPE & PHYSICAL EVIDENCE Ms.Megha Mody. TODAY’S AGENDA. Explore the impact on customer perceptions of physical evidence, particularly the servicescape Illustrate differences in types and roles of servicescapes and their implications for strategy

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servicescape physical evidence ms megha mody
SERVICESCAPE

&

PHYSICAL EVIDENCE

Ms.MeghaMody

today s agenda
TODAY’S AGENDA
  • Explore the impact on customer perceptions of physical evidence, particularly the servicescape
  • Illustrate differences in types and roles of servicescapes and their implications for strategy
  • Explore how the servicescape affects employee and customer behavior
slide4
the actual physical ENVIRONMENT where the service is performed, delivered, and consumed.
  • Where the firm and customer interact.
  • Consider impact on customer response, particularly perceptions, evaluation, assessment.
  • Situations, where customer experiences are important.

Example:

patient examination room in a doctor’s office; catering service: white linen cloths, eating utensils, menus, kitchen

physical evidence
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.

Example:

when you visit the web site for Taj hotels, you can look at pictures of its newest hotels and make reservations quickly.

factors influencing the design of the servicescape
Factors influencing the design of the servicescape

1. Who is the servicescape for

    • Customers?
    • Employees?
    • Employees may feel differently to customers about the décor - they experience it for longer
  • Both need to be involved in the design process
factors influencing the design of the servicescape1
Factors influencing the design of the servicescape

2. The complexity of the service

  • Lean servicescapes (simple; few elements, spaces, and pieces of equipment) for less complex service
    • E.g. Hair cut, Mail
  • Elaborate for the more complex services
    • E.g. Hotels, Restaurant, Insurance
roles of the servicescape
Roles of the Servicescape
  • Packaging
    • The service package offer & communicate an image to the customer.
    • The physical setting of the service is wrapped & convey an external image of what is inside to customers.
    • To evoke an image, particular sensory or emotional reaction
    • Important for new customers
    • Includes dress and general appearance of personnel (dress for success)

Exp: FedEx – providing customer with strong metaphors & service packaging that convey the brand positioning.

slide12
Facilitating
    • Ensuring efficiency in service delivery
    • Make the service consumption comfortable & convenient for customer.
    • E.g. airport – International Traveller
    • E.g. banking services
slide13
Socialising
    • Convey expected roles and behaviours of both the employee and the customer
    • Ease the customer/ employee relationship
    • Provide balance between
    • Ex: A new employee in an organization / Private bank Vs. Public bank
slide14
Differentiating
    • A segmentation device – the design of the physical facility can differentiate a firm from its competitor.
    • Ex: Shopping mall – signage, color, music.
    • Ex: Washington Mutual Bank
framework for understanding servicescapes effects on behavior

Cognitive

Emotional

Physiological

Employee Responses

Ambient Conditions

Space/Function

Signs, Symbols, and Artifacts

Social Interactions between and among customer and employees

Perceived

Servicescape

Customer Responses

Cognitive

Emotional

Physiological

Framework for understanding Servicescapes,Effects on Behavior

PHYSICAL

ENVIRONMENTAL

DIMENSIONS

INTERNAL

RESPONSES

HOLISTIC

ENVIRONMENT

Individual Behaviours

Social Interactions between and among customer and employees

Individual Behaviours

BEHAVIOUR

physical environment
Physical environment
  • Ambient conditions (Explicit / implicit signals to communicate firm’s image)
      • Temperature
      • Lighting
      • Noise
      • Music
      • Smell
      • Colour
    • E.g. music affects perceptions of time
    • Scent (strong impact on mood, affect & evaluate responses)
slide17
Spatial layout and functionality:
      • Layout of machinery and equipment
      • Furnishings
      • Opportunities for privacy
  • Sign & symbols
      • Signage
      • Style of décor
      • Non-verbal communication
internal responses
Internal responses

Cognitive (thinking / feeling)

    • Beliefs, categorisation, symbolic meaning, and brand knowledge (E.g. parking lot – less – no good meal)
  • Affective (emotional – behavioural responses)
    • Mood and attitude (arousing, sleeping, unpleasant)
  • Physiological (affects the sensory organs)
    • Pain, comfort (air quality, temperature)
individual behaviours
Individual behaviours
  • Approach behaviour:
    • Affiliation
    • Exploration
    • Stay longer
    • Commitment
  • Avoidance behaviour:
    • The opposite of these
social individual behaviours
Social / Individual behaviours
  • Between customer and employee and
  • Between customer and customer

Individual Behavior:

  • Attraction
  • Spend money
  • Return
  • Stay / Explore
guidelines for physical evidence strategy
Guidelines for Physical Evidence Strategy
  • Recognize the strategic impact of physical evidence.
  • Blueprint the physical evidence of service.
  • Clarify strategic roles of the servicescape.
  • Assess and identify physical evidence opportunities.
  • Be prepared to update and modernize the evidence.
  • Work cross-functionally.