PHYSICAL EVIDENCE &SERVICECAPE

Physical evidence is the environment in which the service is delivered, in which the firm and the customer interact + any tangible commodities that facilitate performance or communication of the service The Physical Facilities are also referred to as Servicescape - a form of non-verbal communication between the firm , employees and the customers

PHYSICAL EVIDENCE &SERVICECAPE

ELEMENTS OF PHYSICAL EVIDENCE

SERVICESCAPE
Facility Exterior
Exterior Designs Signage Parking Landscape Surrounding environment

OTHER TANGIBLES
Business Cards Stationery Billing statements Reports Employee dress Uniforms Brochures Web pages
Virtual servicescapes

Facility Interior
Interior design Equipment Signage Layout Air Quality/ Temperature

PHYSICAL EVIDENCE &SERVICECAPE

Physical Evidence has a profound effect on the customer experience Lewis Carbone experience engineering through clue management A process of identifying and managing all the various clues that customers use to form their impressions and feelings about the company.

Speedi-Lube Spells Out the Service Offering

PHYSICAL EVIDENCE &SERVICECAPE

TYPES OF SERVICECAPES (A) Servicescape usage 1) Self- service e.g. ATMs- exclusively focus on marketing goals 2) Interpersonal services e.g. hotels, restaurants planned to
attract, satisfy & facilitate both the customers & the employees

3) Remote service e.g. Telecommunications- to facilitate productivity,

teamwork & operational efficiency

PHYSICAL EVIDENCE &SERVICECAPE

(B)SERVICESCAPE COMPLEXITY Lean e.g. ATMs ,Shopping malls information kiosks Servicescapes are simple , few pieces of equipment , design decisions are relatively straight forward Elaborate e.g. hospitals Servicescapes are complicated, design decisions are complex

PHYSICAL EVIDENCE &SERVICECAPE

STRATEGIC ROLES OF SERVICESCAPE Package wrap the service Facilitator aid the performance of
employees & customers

Socializer aid socialization of both the employees

and customers

Differentiator - aid differentiation and signal

segment that the service is intended for

PHYSICAL EVIDENCE &SERVICECAPE

FRAMEWORK FOR UNDERSTANDING SERVICESCAPE EFFECTS ON BEHAVIOUR

Stimulus - organism response Theory

Stimulus is the multidimensional environment Organism are the customers and employees

Response is the behavior directed at the environment

PHYSICAL EVIDENCE &SERVICECAPE

UTI BANK BOUTIQUE PRIORITY BANKING BRANCH

Large decorated spaces, soft sunken sofas, wall mounted widescreen flat TV with business channel news, soothing piped music hot freshly brewed coffee are some of the features that characterize the new innovative approach to serve the high net worth customers of the UTI Banks Priority Banking branch in Pune, which was opened in November,2006. This branch offers its customers hosts of value added services including a business center, children's play area , internet access zone, meeting rooms, as well as valet parking