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PHYSICAL EVIDENCE

&SERVICECAPE

Physical evidence is the environment in which theservice is delivered, in which the firm and the

customer interact + any tangible commodities that

facilitate performance or communication of theservice

The Physical Facilities are also referred to asServicescape- a form of non-verbal

communication between the firm , employees andthe customers

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PHYSICAL EVIDENCE &SERVICECAPE

ELEMENTS OF PHYSICAL EVIDENCE

SERVICESCAPEFacility Exterior

Exterior Designs

Signage

ParkingLandscape

Surrounding environment

Facility Interior

Interior design

EquipmentSignage

Layout

Air Quality/ Temperature

OTHER TANGIBLES

Business Cards

Stationery

Billing statements

ReportsEmployee dress

Uniforms

Brochures

Web pages

Virtual servicescapes

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PHYSICAL EVIDENCE

&SERVICECAPE

Physical Evidence has a profound effect on thecustomer experience

Lewis Carboneexperience engineering

through clue management

A process of identifying and managing all thevarious clues that customers use to form their

impressions and feelings about the company.

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Speedi-Lube Spells Out the Service Offering

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PHYSICAL EVIDENCE

&SERVICECAPE

TYPES OF SERVICECAPES(A) Servicescape usage

1) Self- service e.g. ATMs-exclusively focus on marketing goals

2) Interpersonal services e.g. hotels, restaurants planned toattract, satisfy & facilitate both the customers & the employees

3) Remote service e.g. Telecommunications- to facilitate productivity,teamwork & operational efficiency

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PHYSICAL EVIDENCE

&SERVICECAPE

(B)SERVICESCAPE COMPLEXITY

Lean e.g. ATMs ,Shopping malls information kiosks

Servicescapes are simple , few pieces of equipment ,design decisions are relatively straight forward

Elaboratee.g. hospitals Servicescapes are complicated,design decisions are complex

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PHYSICAL EVIDENCE

&SERVICECAPE

STRATEGIC ROLES OF SERVICESCAPE

Packagewrap the service

Facilitatoraid the performance of

employees & customers

Socializeraid socialization of both the employeesand customers

Differentiator - aid differentiation and signalsegment that the service is intended for

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PHYSICAL EVIDENCE

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FRAMEWORK FOR UNDERSTANDING SERVICESCAPEEFFECTS ON BEHAVIOUR

Stimulus - organism response Theory

Stimulus is the multidimensional environment

Organism are the customers and employees

Response is the behavior directed at the environment

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PHYSICAL EVIDENCE

&SERVICECAPE

UTI BANK BOUTIQUE PRIORITY BANKING BRANCH

Large decorated spaces, soft sunken sofas, wall

mounted widescreen flat TV with business channelnews, soothing piped music hot freshly brewed coffeeare some of the features that characterize the newinnovative approach to serve the high net worth

customers of the UTI Banks Priority Banking branchin Pune, which was opened in November,2006. Thisbranch offers its customers hosts of value addedservices including a business center, children's play

area , internet access zone, meeting rooms, as well asvalet parking