Physical Evidence and the Servicescape

Physical EvidenceTypes of ServicescapesStrategic Roles of the ServicescapeFramework for Understanding Servicescape

Effects on BehaviorGuidelines for Physical Evidence Strategy

Chapter

10

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Objectives for Chapter 10:Physical Evidence and the Servicescape Explain the impact of physical evidence, particularly the

servicescape, on customer perceptions and experiences.

Illustrate differences in types of servicescapes, the roles played by the servicescape, and the implications for strategy.

Explain why the servicescape affects customer and employee behavior, using a framework based in marketing, organizational behavior, and environmental psychology.

Present elements of an effective physical evidence strategy.

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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.”

Physical facility = Servicescape

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Elements of Physical Evidence

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Examples of Physical Evidence fromthe Customer’s Point of View

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Examples of Physical Evidence fromthe Customer’s Point of View

Flow of the experienceMeaning customers attached to itSatisfactionEmotional connections to company

Clue management: the process of clearly identifying and managing all the various clues that customers use to form their impressions and feelings about the company.

How Does Physical Evidence Affect the Customer Experience?

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Typology of Service Organizations Based on Form and Use of the Servicescape

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Whom the servicescape will affect

Roles of the Servicescape

Package: ‘wrap’ the service and convey what is ‘inside’

conveys expectations influences perceptions

Facilitator facilitates the flow of the service delivery process

provides information (how am I to act?) facilitates the ordering process (how does this work?) facilitates service deliveryEg. International traveler find the a poorly designed airport with few signs, poor

ventilation, and few places to sit or eat

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The servicescape is frequently one of the most important elements used in positioning a service organization.

Speedi-Lube Spells Out the Service Offering

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Package

Facilitator

Roles of the Servicescape (continued)

Socializer:Helps to convey expected roles, behaviors, and relationships

facilitates interaction between: customers and employees customers and fellow customers Employees and fellow employees

Differentiator sets provider apart from competition in the mind of the consumer

Socializer:

Differentiator

Understanding Servicescape Effects on Behavior

Stimulus-organism-response theory Stimulus = multidimensional environment Organism = customers and employees Response = behaviors directed at the environment

Assumption: Dimensions of the servicescape will affect customers and employees and they will behave and respond in different ways depending on their internal reactions to the servciescape.

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A Framework for Understanding Environment-User Relationships in Service Organizations

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Individual Behaviors in the Servicescape

Environmental psychologists suggest that people react to places with two general, and opposite forms of behavior: Approach: all positive behaviors that might be

directed to a place Desire to stay, explore, work, affiliate Shopping enjoyment, spending time and money

Avoidance: negative behaviors Desire not to stay, etc.

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Social Interactions in the Servicescape

All social interaction is affected by the physical container in which it occurs Customer-employee Customer-customer

Scripts (particular progression of events) Physical proximity Seating arrangements Size Flexibility

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Holland American Cruise Line

Internal Responses to the Servicescape Cognition: environment can affect beliefs about a place

and the people and products found in that place Emotion: color, décor, music, scent affect mood

Pleasure/displeasure Degree of arousal (amount of stimulation)

Physiology: volume, temperature, air quality, lighting can cause physical discomfort and even pain Ergonomics: the understanding of the interactions among humans and other

elements of a system, and the profession that applies theoretical principles, data and methods to design in order to optimize human well being and overall system

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Variations in Individual ResponsePersonality differences

Arousal seekers vs. arousal avoidersEnjoy high levels of stimulation/prefer lower levels of stimulation Environmental screenersAble to experience a high level of stimuli but not be affected by it

Purpose for being in the servicescape Business/pleasure

Temporary mood stateA person after a day at work/ a person after holiday

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Environmental Dimensions

Ambient Conditions: affect the 5 senses, but may be imperceptible or affect us subconsciously◦ Temperature, lighting, noise, music, scent, color

Spatial Layout and Functionality: size, shape, and arrangement of machinery, equipment, and furnishings and the ability of such to facilitate customer and employee goals◦ Accessibility, aesthetics, seating comfort

Signs, Symbols, Artifacts: explicit or implicit communication of meaning; often culturally embedded; important in forming first impressions◦ Way-finding, labels, rules of behavior, creating aesthetic impression

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Guidelines for Physical Evidence Strategy

Recognize the strategic impact of physical evidence.

Blueprint the physical evidence of service.

Clarify strategic roles of the servicescape.

Assess and identify physical evidence opportunities.

Update and modernize the evidence.

Work cross-functionally

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Homework:

Use Global Feature on page 300 as a guideline to give example of a service firm (global brand) that adapts to fit with different cultures

Give at least example from two countries with pictures of the firm’s servicescapes and other details.