SERVICESCSERVICESCAPEAPE

Wikipedia -Wikipedia -ServicescapeServicescape is a concept that is a concept that was developed by to emphasize the was developed by to emphasize the impact of the physical environment in impact of the physical environment in which a service process takes place. which a service process takes place.

Booms and Bitner defined a servicescape Booms and Bitner defined a servicescape as "the environment in which the service is as "the environment in which the service is assembled and in which the seller and assembled and in which the seller and customer interact, combined with tangible customer interact, combined with tangible commodities that facilitate performance or commodities that facilitate performance or communication of the service" communication of the service"

servicescape is a part of physical evidence. servicescape is a part of physical evidence.

Servicescape may be likened to 'landscape'. Servicescape may be likened to 'landscape'. It includes facilities exterior (landscape, It includes facilities exterior (landscape, exterior design, signage (use of signs and exterior design, signage (use of signs and symbols) , parking, surrounding symbols) , parking, surrounding environment) and facilities interior (interior environment) and facilities interior (interior design & decor, equipment, signage, layout, design & decor, equipment, signage, layout, air quality, temperature and ambiance). air quality, temperature and ambiance).

Servicescape along with other tangibles like Servicescape along with other tangibles like business cards, stationary, billing business cards, stationary, billing statements, reports, employee dress, statements, reports, employee dress, uniforms, brochures, web pages and virtual uniforms, brochures, web pages and virtual servicescape forms the 'Physical Evidence' servicescape forms the 'Physical Evidence' in marketing of services. in marketing of services.

Elements of Physical Elements of Physical Evidence/servicescapeEvidence/servicescape

Servicescape Other tangibles Facility exterior Exterior design Signage Parking Landscape Surrounding environment

Facility interior Interior design Equipment Signage Layout Air quality/temperature

Business cards Stationery Billing statements Reports Employee dress Uniforms Brochures Web pages Virtual servicescape

Typology of Service Organizations Based on Typology of Service Organizations Based on Variations in Form and Use of the Variations in Form and Use of the

ServicescapeServicescape Complexity of the Servicescape

Servicescape usage

Elaborate Lean

Self-service (customer only)

Golf course eBay

ATM Car wash Simple Internet services Express mail drop-off

Interpersonal services (both customer and employee)

Hotel Restaurant Health clinic Hospital Bank Airline School

Dry cleaner Retail cart Hair salon

Remote service (employee only)

Telephone company Insurance company Utility Many professional services

Telephone mail-order desk Automated voice messaging

services

Servicescape Types Servicescape Types

Ambient ConditionsAmbient Conditions

Layout and FunctionalityLayout and Functionality

Signs, Symbols, and ArtifactsSigns, Symbols, and Artifacts

Servicescape effects on Servicescape effects on behaviour/role of servicescape behaviour/role of servicescape

PackagePackage conveys expectations conveys expectations influences perceptionsinfluences perceptions

FacilitatorFacilitator facilitates the flow of the service facilitates the flow of the service

delivery processdelivery process• provides information (how am I to act?)provides information (how am I to act?)• facilitates the ordering process (how does facilitates the ordering process (how does

this work?)this work?)• facilitates service deliveryfacilitates service delivery

SocializerSocializer facilitates interaction between:facilitates interaction between:

• customers and employeescustomers and employees• customers and fellow customerscustomers and fellow customers

DifferentiatorDifferentiator sets provider apart from competition in sets provider apart from competition in

the mind of the consumerthe mind of the consumer

Generates Internal Responses among Generates Internal Responses among customerscustomers

CognitionCognition EmotionEmotion PhysiologyPhysiology

Guidelines for Physical Evidence Guidelines for Physical Evidence StrategyStrategy

Recognize the strategic impact of physical Recognize the strategic impact of physical evidence.evidence.

Blueprint the physical evidence of service.Blueprint the physical evidence of service. Clarify strategic roles of the servicescape.Clarify strategic roles of the servicescape. Assess and identify physical evidence Assess and identify physical evidence

opportunities.opportunities. Be prepared to update and modernize the Be prepared to update and modernize the

evidence.evidence. Work cross-functionally.Work cross-functionally.

Tools for Designing ServicescapesTools for Designing Servicescapes

Environmental Surveys-ask Environmental Surveys-ask customers/ employeescustomers/ employees

Direct Observation- see problems/ Direct Observation- see problems/ unobtrusiveunobtrusive

ExperimentsExperiments Photographic BlueprintsPhotographic Blueprints