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Chapter 10
PHYSICAL EVIDENCE AND THE SERVICESCAPE
McGraw-Hill
McGraw-Hill
2000 The McGraw-Hill Companies
2000 The McGraw-Hill Companies
SM
Objectives for Chapter 10: Physical Evidence and the Servicescape
Explain the impact on customer perceptions of physical evidence, particularly the servicescape Illustrate differences in types and roles of servicescapes and their implications for strategy Explain why the servicescape affects employee and customer behavior Analyze four different approaches for understanding the effects of physical environment Present elements of an effective physical evidence strategy
McGraw-Hill 2000 The McGraw-Hill Companies
Table 10-1
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Elements of Physical Evidence
Servicescape
Facility exterior
Exterior design Signage Parking Landscape Surrounding environment Facility interior Interior design Equipment Signage Layout Air quality/temperature
Other tangibles
Business cards Stationery Billing statements Reports Employee dress Uniforms Brochures Internet/Web pages
McGraw-Hill
2000 The McGraw-Hill Companies
Table 10-2
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Examples of Physical Evidence from the Customers Point of View
Service
Insurance
Physical evidence Servicescape Other tangibles
Not applicable Policy itself Billing statements Periodic updates Company brochure Letters/cards Uniforms Reports/stationery Billing statements
Hospital
Airline
Express mail
Building exterior Parking Signs Waiting areas Admissions office Patient care room Medical equipment Recovery room Airline gate area Airplane exterior Airplane interior (dcor, seats, air quality) Not applicable
Tickets Food Uniforms Packaging Trucks Uniforms Computers Signs Tickets Program Uniforms
2000 The McGraw-Hill Companies
Sporting event
Parking, Seating, Restrooms Stadium exterior Ticketing area, Concession Areas Entrance, Playiing Field
McGraw-Hill
Table 10-3
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Typology of Service Organizations Based on Variations in Form and Use of the Servicescape
Complexity of the servicescape evidence
Servicescape usage
Self-service (customer only)
Elaborate
Golf Land Surf 'n' Splash
Lean
ATM Ticketron Post office kiosk Internet services Express mail drop-off Dry cleaner Hot dog stand Hair salon
Interpersonal services (both customer and employeee)
Hotel Restaurants Health clinic Hospital Bank Airline School Telephone company Insurance company Utility Many professional services
Remote service (employee only)
Telephone mail-order desk Automated voice-messagingbased services
McGraw-Hill
2000 The McGraw-Hill Companies
Figure 10-3
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A Framework for Understanding Environment-user Relationships in Service Organizations
HOLISTIC ENVIRONMENT INTERNAL RESPONSES
Cognitive Emotional Physiological Employee Responses Perceived Servicescape Customer Responses Individual Behaviors Cognitive Emotional
Social Interactions between and among customer and employees
PHYSICAL ENVIRONMENTAL DIMENSIONS
BEHAVIOR
Individual Behaviors
Ambient Conditions Space/Function Signs, Symbols, and Artifacts
Source: Adapted from Mary Jo Bitner, Servicescapes.
McGraw-Hill
Physiological
2000 The McGraw-Hill Companies
