PHYSICAL EVIDENCE IN SERVICES

At the end of this module the learning outcomes are What is the purpose of physical evidence? Various types of physical evidence Role of physical evidence Various types of physical evidence strategies.
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PHYSICAL EVIDENCE IN SERVICES

Suggested readings
Services Marketing by Zeithmal and Bitner, Chapter 10, 2nd edition

PHYSICAL EVIDENCE IN SERVICES

What is physical evidence Services are intangible Customers rely on tangible cues or physical evidence for evaluation of services Before purchase

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Elements of Physical Evidence
Facility exterior Exterior design Signage Parking Landscape Surrounding environment
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Facility interior Interior design Equipment Signage Layout Air quality/temperature

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Other Tangibles Business cards Stationary Billing Statements Reports Employee dress Uniforms Brochure Internet / web pages
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Services Communication through physical evidence Heavy
Hospitals Resorts Childcare

Limited
Insurance Courier service
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Types of physical evidence Selfservice (customer only) Interpersonal services (Both customer and employee ) Remote service (employee only)

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Self-Service
Customer performs most of the activities Very few employees involved

ATMs
Various locations Mostly self service How should the facilities be Physical evidence Pleasing Easy to use for customers
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REMOTE SERVICES
Other extreme Virtually no customer involvement Customer rarely visits facilities It may be another country How physical evidence is designed Employee interests and preferences Motivate employees
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GE call centre in India
Harrods Customer care Done by GE in India Facilities design in India Indian flavour Local culture Facilities design according to employee taste and preferences
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Interpersonal services
Between two extremes Both Customer Employee are present

Examples
Hotels Hospitals Banks

How should the physical evidence be ?

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Interpersonal services
Hospital Physical evidence design Take care of customer interest Take care of employee interest Affects the quality of interaction

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ROLES OF THE SERVICESCAPE
Package Facilitator Socializer Differentiator

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Package
Would you buy an Arrow shirt From a grocery shop Unlikely to buy Why ? Poor packaging and physical surroundings In services, similar concept conveys an image Dress for success Potray a particular image
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PVR Multiplex
Movie content is same Why people prefer PVR multiplex The way it is packaged Well designed facilities
Booking counter Lobby Chair Seats

Huge success Packaging a key success factor

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Facilitator

How it improves your efficiency Better facilities Improves performance

Singapore Airlines
Reclining seats in 60s Seats become like beds in 90s Headphones Video on seats Facility to work on computers

Improves the customer efficiency

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Socializer
Employees and customers interact Most offices Seating place for employees Customer meeting place Closed room also provided Privacy and confidential matters Employees seating plan At lower levels Open space No cabins Conductive for socialization

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Socializer
Barista Coffee parlor Not just to sip coffee Interaction Read magazines Play guitar People sit for longer hours Ambience conducive for socialization
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Differentiator Physical design Differentiates from competitors Unusual/exotic experience In Hotels Different designs Unique experiences
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Differentiator Shakti restaurant Hyderabad
Created on tree Rooms are on different branches of tree Has three floors Unique experience

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Physical evidence strategies
Recognise the strategic impact of physical evidence Map the physical evidence of service Clarify roles of the servicescape Assess and identify physical evidence opportunities Be prepared to update and moderate the evidence Work crossfunctionally

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Recognize the strategic Impact of physical evidence
Role of physical evidence must be defined Before designing and executing service strategy Clarify the overall role of physical evidence Decisions on physical evidence are
Costly Permanent
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Changing external design of a hotel
Can you change the external design of a hotel Unlikely as changing the design is difficult Why ? Need to break and rebuilt is a costly decision
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Map the physical evidence of service Before deciding physical evidence Take every employee into confidence Show even customers Get feedback Finalise after consultation

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Clarify role of the servicescape
Identity roles of
Customers Employees

McDonalds Customers role Created playing space for children Keeping children busy Informal and place to enjoy
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Assess and identify physical evidence opportunities
Current Physical evidence Is it enough May be outdated Physical evidence upgradation

AirIndia
1986 Interiors design changed Customers feedback Airlines lacked modern image

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Be prepared to update and modernise the evidence.
Everything has an element called fashion. Design, colours and styles change. British Airways. Earlier government company. Privatised in 80s. Changed
logo, colour aircraft, dress.
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PHYSICAL EVIDENCE IN SERVICES

. Work cross-functionality. What dress should employees wear when employees service customers. Different views. Operations dept. Comfort of employees. Marketing department. Appealing to customers. Conflict. Something which is comfortable may not be appealing and vice versa.
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How to ensure success
All have to work together. Have a team which has members from all departments.
Marketing Operations Finance

Teamwork matters.
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