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TUTORIAL 7
PHYSICAL EVIDENCE AND
THE SERVICESCAPE
HTM1004 Introduction to Hotel and Tourism
Industry

PHYSICAL EVIDENCE
One of the Ps of integrated service marketing
Tangible elements encountered by customers in
the service delivery environment
For example

Symbolic

icon
Clean street
Colourful signage
Costumed employees
Antique furnishings

Used to create atmosphere, to differentiate from


competitors, and to communicate with customers

SERVICESCAPE
The term servicescape describes the style and
appearance of the physical surroundings where
customers and service providers interact.
Four dimensions:

Physical

Location

facilities

Ambient

conditions (like temperature or lighting)


Personnel

Visual elements of both interiors and exteriors


Each of the elements is a form of physical
evidence

SUMMARY
Servicescapes

can create powerful


positive or negative impressions

It

is important to manage them


effectively (especially in high-contact
environments)

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