PHYSICAL EVIDENCE &

THE SERVICESCAPE

PRESENTED BY:
ANKIT CHAUHAN
AMAN MONGA

TABLE OF CONTENT
Explore the impact on customer
perceptions of physical evidence,
particularly the servicescape
Illustrate different types and
roles of servicescapes
Explore how the servicescape
affects behavior
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marketing of services

PHYSICAL EVIDENCE
Is

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.
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ELEMENTS OF PHYSICAL
EVIDENCE

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PHYSICAL EVIDENCE:
CUSTOMER POINT OF VIEW

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SERVICESCAPES
1.
2.
3.

4.

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 doctors office;
catering service: white linen cloths, eating
utensils, menus, kitchen
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Factors influencing the

design of the servicescape
1.

Who is the servicescape for

Customers?
Employees?
Employees may feel differently to
customers about the dcor - they
experience it for longer

Both need to be involved in the

design process
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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
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TYPES OF SERVICESCAPES

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ROLES OF THE
SERVICESACAPE

Service
Packaging
Services
Facilitation
Socializer
Differentiator
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STIMULI RESPONSE MODEL

SERVICE
ENVIRONMEN
T

CUSTOMER

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OUTPUT

11

ENVIRONMENTAL
DIMENSIONS
Ambient
condition
s

Spatial
layout
and
functional
ity

Signs,
symbols
and
artifacts
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INDIVIDUAL INTERNAL
RESPONSES

Environm
ent and
cognition

Environm
ent and
emotion

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Environm
ent and
physiolog
y

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13

Some Tangible Cues and/or

Facilitating Goods at Buffalo Wild
Wings Restaurant

Cup with BW3

logo

The menu

NTN system trivia game pad

where customers can compete Special Promotions
with fellow restaurant patrons
and others playing it all around
the country.

The pager to let you

know
when your food is

CONCLUSION

The overall conclusion is that

through careful and creative
management of the
servicescape, firms may be able
to contribute to the achievement
of both external mar-keting goals
and internal organizational
goals.
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