Presentation on physical evidence and servicescape

By balindra yadav

Introduction
Servicescape is a concept that was developed by Booms and Bitner to emphasize the impact of the physical environment in which a service process takes place. If you were to try to describe the differences a customer encountered when entering a branch of say like McDonald's compared with a small family restaurant, the concept of servicescapes may prove useful. Booms and Bitner defined a servicescape as "the environment in which the service is assembled and in which the seller and customer interact, combined with tangible commodities that facilitate performance or communication of the service"

What is Meant By Servicescape

Physical Evidence - 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 The part in italics is referred to as the servicescape. The actual physical facility where the service is performed, delivered, and consumed. All physical evidence helps to communicate credence and experience qualities found in services Some services communicate heavily through Physical evidence ( eg. hospital, resort, day care)

Objectives for Physical Evidence and the Servicescape

Explain

the impact on customer perceptions of physical evidence, particularly the servicescape Illustrate differences in types and roles of servicescapes and their implications for strategy Explain why the servicescape affects employee and customer behavior Present elements of an effective physical evidence strategy

Elements of Physical Evidence

Servicescape tangibles Exterior design Facility exterior Signage cards Parking Landscape Surrounding statements environment Facility dress interior Interior design Equipment Signage Layout Internet/Web page Other Business Stationery Billing Reports Employee Uniforms Brochures

Roles of the Servicescape

Package
similar to a products package; wraps the service a visual metaphor for the intangible service extends to the dress of contact personnel

Facilitator
aids the performances of persons in the environ. can establish efficient flow of activities

Cont.
Socializer
aids in the socialization of both employees and customers i.e., helps convey expected roles, behaviors, and relationships

Differentiator
can differentiate a firm from its competitors can signal the market segment that is the firms target for the service offering can differentiate one area of a service organization from another.

Servicescape Framework
Follows from stimulus-organism response theory stimulus: the multi-dimensional environment organisms that respond to the stimuli: consumers and employees responses: the behaviors directed at the Environment Dimensions of Servicescape - Impact Customers and Employees - Behavior

A Framework for Understanding Environment-user Relationships in Service Organization

PHYSICAL HOLISTIC ENVIRONMENT INTERNAL RESPONSES BEHAVIOR Cognitive Individual ENVIRONMENTAL Emotional Behavior DIMENSIONS Physiological Social Employee Interactions Perceived Response Ambient between and Servicescap Condition among Space/Function customer and Signs, Symbols employee and Artifact Customer Social Response Interactions between and Cognitive among Emotional customer and Physiologica employee

Individual Behaviors
Based on approach/avoidance reactions Apply to both employees and customers Affiliation Exploration Stay longer Commitment Carry out plan

Internal Responses
Cognitive
Beliefs Categorization Symbolic Meaning

Physiological
Pain Comfort Movement Physical fit

Emotional
Mood Attitude

Physical Environmental Dimensions

Ambient Conditions
Temperature Air Quality Noise Music Odor

Signs, Symbols and Artifacts

Signings Personal artifacts Style or dcor

Space/Function
Layout Equipment Furnishings

Guidelines for Physical Evidence Strategy

Recognize

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 modernize the evidence Work cross-functionally

In Class Exercise Individual/Team

For your favorite restaurant or retail store Describe the atmosphere (layout, colors, sounds, smells etc). How crowded it it? How does it make your feel? Describe the customers. How are they dressed and how to they act? Were the alone or with others? Can you make inferences about lifestyle, income etc? Describe the customer contact personnel. How are they dressed? How do they behave?

Cont
Describe the demographics of the employees (gender, age range, ethnicity, etc). Can you make any inferences about whether this is a good place to work? Sum up in a few words your impressions of the stores culture