McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter
Physical Evidence and the 10
Servicescape
Physical Evidence
Types of Servicescapes
Strategic Roles of the Servicescape
Framework for Understanding Servicescape
Effects on Behavior
Guidelines for Physical Evidence Strategy
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Objectives for Chapter 10:
Physical Evidence and the Servicescape
Explain the impact of physical evidence, particularly the
servicescape, on customer perceptions and experiences.
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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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
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Elements of Physical Evidence
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Examples of Physical Evidence from
the Customer’s Point of View
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How Does Physical Evidence Affect the
Customer Experience?
Flow
Meaning
Satisfaction
Emotional connections to company
Clue management: the process of clearly
identifying and managing all the various clues
that customers use to form their impressions
and feelings about the company.
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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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Speedi-Lube Spells Out the Service Offering
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A Framework for Understanding Environment-User
Relationships in Service Organizations
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Understanding Servicescape
Effects on Behavior
Stimulus-organism-response theory
Stimulus = multidimensional environment
Organism = customers and employees
Response = behaviors directed at the environment
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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.
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Social Interactions in the Servicescape
All social interaction is affected by the physical
container in which it occurs
Customer-employee
Customer-customer
Scripts (particular progression of events)
Physical proximity
Seating arrangements
Size
Flexibility
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Internal Responses to the Servicescape
Cognition: environment can affect beliefs about a place
and the people and products found in that place
Emotion: color, décor, music, scent affect mood
Pleasure/displeasure
Degree of arousal (amount of stimulation)
Physiology: volume, temperature, air quality, lighting
can cause physical discomfort and even pain
Ergonomics
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Variations in Individual Response
Personality differences
Arousal seekers vs. arousal avoiders
Environmental screeners
Purpose for being in the servicescape
Business/pleasure
Utilitarian/hedonistic
Temporary mood state
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Environmental Dimensions
Ambient Conditions: affect the 5 senses, but may be
imperceptible or affect us subconsciously
◦ Definition: 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
◦ Accessibility, aesthetics, seating comfort
Signs, Symbols, Artifacts: explicit or implicit communication of
meaning; often culturally embedded; important in forming first
impressions
◦ Way-finding, labels, rules of behavior, creating aesthetic impression
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Cheers: The Third Place
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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.
Update and modernize the evidence.
Work cross-functionally
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