Class: SERVICES MARKETING

CORN LL Date: 05/01/ 2021

NOT S  
Topic: Chap 10 Physical Evidence and the
Servicescape

    Student Name    
    Bui Anh Huy    
             
    Main Ideas / Key Words Notes    
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
 

How physical evidence affect customer

    experience  The flow of the experience    
     The meaning customers attach to it, their satisfaction,    
their emotional connections with the company
delivering the experience, and their social and
personal interactions with others experiencing the
service.

Servicescape Usage
Servicescape Complexity

 Some service environments are very simple, with few

 Other servicescapes are very complicated, with many
Strategic roles of the servicescape
elements, few spaces, and few pieces of equipment.
Such environments are termed lean.
Ex: Shopping mall information kiosks,  FedEx drop-
off kiosks.
elements and many forms.They are termed elaborate
environments.
Ex: Hospital with its many floors and rooms,
sophisticated equipment, and complex variability in
functions performed within the physical facility.

 Package:
o Conveys expectations 
o Influences perceptions
 Facilitator:
o 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
A Framework for Understanding Environment-User
Relationships in Service Organizations:
The framework follows: Stimulus-organism-response theory
 Stimulus  = multidimensional environment
 Organism = customers and employees
 Response = behaviors directed at the
environment 
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
Social interaction: 
 All social interaction is affected by the physical
container in which it occurs
o Customer-employees
o Customer-customer
 Scripts (particular progression of events)
 Physical proximity
 Seating arrangements
 Size
 Flexibility

Internal responses to servicescape:

Environment and Cognition:
 Environment can affect beliefs about a place and the
people and products found in that place.
 The servicescape can be viewed as a form of
nonverbal communication, imparting meaning through
what is called “object language”.
Environment and emotion:
 Color, décor, music, scent affect mood:
 Pleasure/displeasure
 Degree of arousal (amount of stimulation)
 Any environment, whether natural or engineered, will
elicit emotions that can be captured by two basic
dimensions: (1) pleasure/ displeasure and (2) degree
of arousal (amount of stimulation or excitement).
Environment and Physiology:
 Volume, temperature, air quality, lighting can cause
physical discomfort and even pain.
Variations in Individual Response:
 Personality differences
o Arousal seekers vs. arousal avoiders
o Environmental screeners
 Purpose for being in the servicescape
o Business/pleasure
o Utilitarian/hedonistic
 Temporary mood state

Environmental Dimensions of the Servicescape:

  Ambient Conditions: affect the 5 senses, but may be
imperceptible or affect us subconsciously.
o 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.
o Accessibility, aesthetics, seating comfort
 Signs, Symbols, Artifacts: explicit or implicit
communication of meaning; often culturally
embedded; important in forming first
impressions.
o Way-finding, labels, rules of behavior, creating
aesthetic impression

Guidelines for Physical Evidence Strategy:

 Recognize the strategic impact of physical evidence.
 Physical evidence plays a prominent role in
determining service quality expectations and
       
     

 
   
             
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