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Chapter. Physical Evidence and the Servicescape. 10. Physical Evidence Types of Servicescapes Roles of the Servicescape Framework for Understanding Servicescape Effects on Behavior. Table 10.1 Elements of Physical Evidence. Table 10.1 Elements of Physical Evidence. Festival Walk 又一城.

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  1. Chapter Physical Evidence and the Servicescape 10 • Physical Evidence • Types of Servicescapes • Roles of the Servicescape • Framework for Understanding Servicescape Effects on Behavior

  2. Table 10.1Elements of Physical Evidence

  3. Table 10.1Elements of Physical Evidence Festival Walk 又一城

  4. Table 10.1Elements of Physical Evidence

  5. Table 10.1Elements of Physical Evidence • 又一城简介 • 最新情报 • 推广活动 • 购物商场 • 消闲娱乐 • 中西美食 • 商业大楼

  6. Table 10.1Elements of Physical Evidence

  7. Table 10.3 Typology of Service Organizations Based on Variations in Form and Use of the Servicescape

  8. Roles of the Servicescape • How can an effective physical evidence strategy help to close provider gap?

  9. Servicescape

  10. Servicescape

  11. Roles of the Servicescape • Package 包装作用 • Facilitator 辅助作用 • Socializer 交际功能 • Differentiator 区别作用

  12. LOUIS VUITTON

  13. LOUIS VUITTON

  14. LOUIS VUITTON

  15. LOUIS VUITTON

  16. Roles of the ServicescapeFacilitator

  17. Roles of the ServicescapeFacilitator

  18. Roles of the ServicescapeFacilitator

  19. Roles of the ServicescapeFacilitator 探视大厅

  20. Roles of the ServicescapeFacilitator 护士站

  21. ServicescapeSocializer

  22. Figure 10.2 A Framework for Understanding Environment-User Relationships in Service Organizations

  23. Physical environmental dimensions服务场景的环境要素 • Ambiant conditions 周边条件 • Spatial layout and functionality • 空间布局与功能 • Signs, symbols and artifacts • 标志、象征及制品

  24. Servicescape

  25. Internal responses服务场景引起的内部反应 • Cognitive 认知的 • Emotional 情感的 • Physiological 生理的

  26. MacDonaldLogo Recognizability

  27. MacDonaldLogo Recognizability • 图案设计： 1）设计单纯，无论大小均能再现 2）非常柔和，象大门，代表欢迎 3）黄色在任何气象状况下，辨认性都很高

  28. Logo Recognizability McDonald’s Golden Arches logo is recognizable enough to stand on its own.

  29. Official restaurant Of the NBA

  30. Internal responses 患者等候休息室

  31. Roles of the Servicescape • Use your own experiences, give examples of times when you have been affected cognitively (认知）, emotionally （情感）and physiologically （生理）by elements of the servicescape?

  32. Physical Evidence

  33. Physical Evidence

  34. Physical Evidence

  35. Physical Evidence

  36. Physical Evidence 麦当劳在伦敦的一家店铺装修采用了雅格布森的设计的蛋椅，天鹅椅等家具及很多的现代元素，试图营造出一个时尚，舒适优雅的环境。与国内的相比，你更喜欢哪种风格呢？

  37. Marks of a good layout • Easily understood service flow patterns • Adequate waiting facilities • Easily maintained customer surveillance • Easy communication with customers • Clear exit and entry points • Process arranged so that customers see only what you want then to see • High sales volume per square foot

  38. Class exercise • Imagine that you are serving as a consultant to a local health club. How would you advise the health club to begin the process of developing an effective physical evidence strategy?

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