Physical Evidence and the Servicescape

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11

Physical Evidence Types of Servicescapes Strategic Roles of the Servicescape Framework for Understanding Servicescape Effects on Behavior Guidelines for Physical Evidence Strategy

McGraw-Hill/Irwin

Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Objectives for Chapter 11: Physical Evidence and the Servicescape

Explain the profound impact of physical evidence, particularly the servicescape, on customer perceptions and experiences.

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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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Elements of Physical Evidence

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Examples of Physical Evidence from the Customers Point of View

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

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Roles of the Servicescape

Package
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 delivery

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

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

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A Framework for Understanding EnvironmentUser Relationships in Service Organizations

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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. Be prepared to update and modernize the evidence.

Speedi-Lube Spells Out the Service Offering

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Cheers: The Third Place

Some Tangible Cues and/or Facilitating Goods at Buffalo Wild Wings Restaurant

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