Chapter 11: Physical Evidence and the Servicescape. Servicescape: the actual physical _____ where the service is performed, delivered, and consumed Includes: patient examination room in a doctor’s office; catering service: white linen cloths, eating utensils, menus, kitchen
Servicescape: the actual physical _____ where the service is performed, delivered, and consumed
Includes: patient examination room in a doctor’s office; catering service: white linen cloths, eating utensils, menus, kitchen
Does not include: _______________
Physical evidence: closing Gap 2
Physical Evidence: the _____________ 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 (p. 317)
Ex: when you visit the web site for Hyatt hotels, you can look at pictures of its newest hotels and make reservations quickly.
Self-service environment: customer performs most of the activities and few if any employees are involved.
Interpersonal services: both customer and employee must be present in the servicescape
Remote service: employee only; little or no customer involvement with the servicescape.
Lean environment: simple; few elements, spaces, and pieces of equipment
Coinstar is a self-service coin-counter found in many supermarkets. You pour your coins in, and the machine counts the coins and gives you bills for an 8.9% fee.
Elaborate environment: complicates servicescape; many elements and forms: golf course, restaurant, insurance company
Package: convey an external image of what is inside
Facilitator: aids the performance of customers and employees; can facilitate or inhibit
Ex: ENTRANCE and EXIT signs
Socializer: helps convey expected roles, behaviors, and relationships of customers and employees; where you can/cannot be; how should you act?
Differentiator: differentiate firm from competitors and communicate intended market segment
Behaviors in the Servicescape
Individual Behaviors: response to physical setting
Servicescapes can create an approach or avoidance behavior
Approach behavior: (positive) - spending money, interacting with employees, browsing, being brand loyal to a service
Avoidance behavior: (negative) - many customers will not shop the day after Thanksgiving because of the crowds
Social Interactions: nature and quality of customer and employee interactions
physical proximity, seating arrangements define the possibilities and limits of social episodes
Ambient conditions: temperature, lighting, noise, music, scent, and color
Example: bakery shop, an air-conditioned hotel, bookstore and coffee shop, movie theater
Ambient conditions will have greatest effect on customer behavior where is greatest in the servicescape
Signs, Symbols, and Artifacts
Help communicate nature of business to customers
Ex: The McDonald’s arches and the Toys ‘R’ Us mascot Geoffrey Giraffe