PHYSICAL EVIDENCE AND THE SERVICESCAPE

PHYSICAL EVIDENCE AND THE SERVICESCAPE Chapter 10 Donna J. Hill, Ph.D. Service Marketing Spring 2000 Servicescape ▲ Physical facility (interior & exterior) ▲ Ambient conditions (temp. colors, noises, smells) ▲ Other tangibles Table 10-1 Elements of Physical Evidence Servicescape Other tangibles Facility exterior Exterior design Signage Parking Landscape Surrounding environment Facility interior Interior design Equipment Signage Layout Air quality/temperature Business cards Stationery Billing statements Reports Employee dress Uniforms Brochures Internet/Web pages Impact of Service Environment ▲ Purchase decision ▲ Expectations ▲ Service quality evaluations ▲ Satisfaction Table 10-2 Examples of Physical Evidence from the Customer’s Point of View Service Physical evidence Servicescape Other tangibles Insurance Not applicable Policy itself Billing statements Periodic updates Company brochure Letters/cards Hospital Building exterior Parking Signs Waiting areas Admissions office Patient care room Medical equipment Recovery room Uniforms Reports/stationery Billing statements Airline Airline gate area Airplane exterior Airplane interior (décor, seats, air quality) Tickets Food Uniforms Express mail Not applicable Packaging Trucks Uniforms Computers Sporting event Parking, Seating, Restrooms Stadium exterior Ticketing area, Concession Areas Entrance, Playiing Field Signs Tickets Program Uniforms Table 10-3 Typology of Service Organizations Based on Variations in Form and Use of the Servicescape Complexity of the servicescape evidence Servicescape usage Elaborate Lean Self-service (customer only) Golf Land Surf 'n' Splash ATM Ticketron Post office kiosk Internet services Express mail drop-off Interpersonal services (both customer and employeee) Hotel Restaurants Health clinic Hospital Bank Airline School Dry cleaner Hot dog stand Hair salon Remote service (employee only) Telephone company Insurance company Utility Many professional services Telephone mail-order desk Automated voice-messaging- based services Roles of the Servicescape ▲ Package ▲ Facilitator ▲ Socialize ▲ Differentiator Figure 10-3 A Framework for Understanding Environment-user Relationships in Service Organizations Source : Adapted from Mary Jo Bitner, “Servicescapes.” PHYSICAL ENVIRONMENTAL DIMENSIONS HOLISTIC ENVIRONMENT INTERNAL RESPONSES BEHAVIOR Ambient Conditions Space/Function Signs, Symbols, and Artifacts Perceived Servicescap e Cognitive Emotional Physiologica l Cognitive Emotional Physiologica l Employee Responses Customer Responses Individual Behaviors Social Interactions between and among customer and employees Individual Behaviors Framework for Understanding Servicescape Effects on Behavior ▲ Internal Responses – Cognitive knowledge structure – Affective feelings & emotions – Physiological changes in Knowledge Structures ▲ Beliefs ▲ Categorization ▲ Symbolic Meaning [...]... future purchase intentions v Maximizing the Service Environment 1 Recognize strategic impact 2 Blueprint 3 Clarify roles of the Servicescape 4 Assess and identify physical evidence opportunities 5 Update and modernize Servicescape Positioning Cost Efficiency (Te ch nic al ) Firm Service Quality pl Em ee s oy (Functional) Customer s Customization Objectives and Goals v Customization v Functional Service... Affective Individual Behaviors Created by Servicescape Approach behaviors v Avoidance behaviors v Arousal seekers v Arousal avoiders v Environmental stimuli screeners v Environmental stimuli nonscreeners v Social Interactions v Between and among customers and employees Environmental Dimensions Ambient Conditions v Spatial Layout and Functionality v Signs, Symbols and Artifacts v Perceptions of Crowding... Efficiency Meet Needs of Customers v Meet needs of customers v Maximize employee efficiency v Reduce costs and increase productivity v Choosing the Location Operational Position v Merchantability v Traffic interception v Cumulative competitive attraction v Competitive compatibility v Accessibility v Physical Facility • Exterior Appearance • Interior Appearance • Ambient Conditions •Interpersonal Factors... 3 Control number of customers in facility 4 Hire more customer contact personnel Perceptions Management: 1 Use signs 2 Modify ambient conditions Entertainment Services vSpectator Sports vRecreational Theme Parks . Based on Variations in Form and Use of the Servicescape Complexity of the servicescape evidence Servicescape usage Elaborate Lean Self-service (customer only) Golf Land Surf 'n' Splash ATM Ticketron Post. evaluations ▲ Satisfaction Table 10-2 Examples of Physical Evidence from the Customer’s Point of View Service Physical evidence Servicescape Other tangibles Insurance Not applicable Policy itself Billing. PHYSICAL EVIDENCE AND THE SERVICESCAPE Chapter 10 Donna J. Hill, Ph.D. Service Marketing Spring 2000 Servicescape ▲ Physical facility (interior & exterior) ▲ Ambient