13 Physical Evidence

8/3/2019 13 Physical Evidence

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PHYSICALEVIDENCE

&

SERVICESCAPE


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Physical Evidence

Providing tangible evidence of serviceperformances

Create and maintaining physicalappearances

buildings/landscapinginterior design/furnishings

vehicles/equipment

staff grooming/clothing

other tangibles

Select tangible metaphors for use inmarketing communications


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Objectives

Explain the impact on customer perceptions ofphysical evidence, particularly theservicescape

Illustrate differences in types and roles ofservicescapes and their implications forstrategy

Explain why the servicescape affects employeeand customer behavior

Analyze four different approaches for

understanding the effects of physicalenvironment

Present elements of an effective physicalevidence strategy


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The Sixth 'P': Physical Evidence

"A physical object is self defining; a service is not"

G. Lynn Shostack

"Defining for the service what the service cannot

define for itself."

Though a customer cannot see a service, but definitely he can see various tangible clues of the

service offer like facilities, communication

maternal, objects, employees, other customers

price, etc.


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On the basis of his perceptions on the

tangible clues the customer makes the

purchase decision. These clues might beboth intended and unintended ones and

therefore, managing evidence is integral to

the service marketing mix.

Shostack even observed that the

management of evidence comes first for

service marketers.


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MANAGEMENT O F TANGIBLE EVIDENCE SHOULD

BE ARTICULATED AS A PRIMARY PRIORITY OF SR.

MARKETER

IN PRODUCT MKTG. TANGIBLE ELEMENT IS THE

PRODUCT IT-SELF

TANGIBLE

PRODUCT

FEATURES

INTANGIBLES

TO GIVE TANGIBL

EVIDENCES

MARKETINGSTRATEGY

TO CREATE

INTABGIBLE AURA


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TANGIBLE

DOMINANT

TANGIBLE

EVIDENCES

COSME-

TICS

INT

ANGIBLEDOMINANT

INTANGIBLE

IMAGE

F.F.

OUTLET


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Elements of PhysicalEvidence

Servicescape Other tangibles

Facility exteriorExterior design

SignageParkingLandscapeSurrounding environment

Facility interiorInterior designEquipmentSignageLayout

Air quality/temperature

Business cardsStationery

Billing statementsReportsEmployee dressUniformsBrochures

Internet/Web pages


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Examples of PhysicalEvidence from theCustomers Point of View

Service Physical evidence

Servicescape Other tangiblesInsurance Not applicable Policy itselfBillingstatementsPeriodicupdatesCompany

brochureLetters/cards

Hospital Building exteriorParkingSignsWaiting areas

Admissions officePatient care roomMedical equipmentRecovery room

UniformsReports/stationeryBilling

statements


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Examples of PhysicalEvidence from theCustomers Point of View

Service Physical evidence

Servicescape Other tangiblesAirline Airline gate areaAirplane exteriorAirplane interior (dcor,seats, air quality)

TicketsFoodUniforms

Expressmail

Not applicable PackagingTrucksUniformsComputers

Sportingevent

Parking, Seating,RestroomsStadium exteriorTicketing area, Concession

AreasEntrance, Playiing Field

SignsTicketsProgramUniforms


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Typology of Service Organizations

Based on Variations in Form

and Use of the ServicescapeComplexity of the servicescape evidence

Servicescapeusage

Elaborate Lean

Self-service(customer only)

Golf LandSurf 'n' Splash

ATMTicketron

Post office kioskInternet servicesExpress mail drop-off

Interpersonalservices(both customer andemployeee)

HotelRestaurantsHealth clinicHospitalBankAirlineSchool

Dry cleanerHot dog standHair salon

Remote service(employee only)

Telephone companyInsurance companyUtilityMany professional services

Telephone mail-order deskAutomated voice-messaging-based services


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"Physical facilities are important in

facilitating the delivery of services. A

customer must experience a service and this

experience is greatly affected by the setting

that is visible to customers and the physicalassets hidden from view but critical to

providing the service".

Mcgrarth


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The argument here is that physicalenvironment; facilities and

atmosphere give enough physical

evidence to help shape customer

perceptions. Exterior of buildings,office furniture's, layout, color of

interiors, and carry-bags, tickets,

cash memos, labels, etc., includingthe corporate identity media.


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Types of Physical Evidences:

Peripheral Evidence can be possessed as

a part of the service purchased. They

have little value but they significantly

supplement the core service sought.

Essential Evidences cannot be

possessed. For car rental service type of

car by make and model is essential

evidence.


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Existing literature on service marketing

focuses on service facilities constituting

the service evidence. In their scheme ofthinking the physical environment is one

of the three elements. The other two

elements of evidence are

communication and price.

Berry & Parsuraman


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Communication

environment price

The Three Elements of Service Evidence


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Marketing

Communication

of Services

Marketing Communication for Services

TANGIBALISE

THESER

VICE

TANGIBALISE

THE MESSAGE


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These three elements of service

evidence are not mutually exclusive

rather they influence each other and

therefore, in the above figure they areshown linked to each other.


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What is important to note is that the serviceorganizations need to manage the evidence

they use in a planned and systematic way to

overcome the marketing challenges createdby the intangible characteristic of services.

To manage the evidence one should attemptto make the service more tangible.


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Before a service organization translates

intangibles into more concrete clues itmust ensure that it knows precisely its

target audience and the effect being

sought by the use of such tangible cluesand also that it has defined the USP

which should be incorporated into the

service to meet the needs of the target

market.

Majaro


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The physical environment is a compositeimpression of ambience design and

social relationships. She accordingly

termed these three factors into ambient

factors, design factors and social factors.

Julie Baker


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PHYSICALENVIRONMENT

AMBIENTFACTORS

Air Quality

(t e m p e r a t u r e,

h u m i-d i t y,

Circulation).

Quality of Scent.

Degree of Circulation.

DESIGN FACTORS

Aesthetics ofA r c h i t e c t u r e,

color scheme, material

used, shape and style of

accessories.

F u n c t i o n a l

dimensions of design interms oflayout, comfort.

SOCIALFACTORS

A p p e a r a n c e,

behavior and number

of service personnel.

Quality and quantity

of other customers.

Ambient,Design and Social Factors of Physical Environment


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Future Hotels


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Future Hotels


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Hilton Maldives


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The Ultimate Submarine Atmosphere


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Cap dAgde France


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Hotel Puerta Americana / Spain


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Sweden Ice Hotel: The rooms have hardwood floors,

satellite TV service and stereos. (McMahon, 2005).


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Sweden Ice Hotel


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The service environment is:

An environment surrounds, enfolds and

engulfs and one can only participate in it.

Environment has a definite impact on thesenses in more that one way.

It is impossible to build an environment,

which does not have any impact.Doswell and Gamble


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Peripheral and central information is

always present in the environment.

The environment always provides more

information than what can actually be

processed.

Environments imply purpose and action.

Environments contain meanings and

motivational messages. Environments imply aesthetic, social and

systemic qualities.


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Creating an ideal environment is adifficult task, nonetheless the role of the

environment can play us marketing the

service product cannot be ruled out.

The service environment has a definite

impact not only on customers but the

employees too.


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Roles of Physical Evidence

Obviously the primary role of evidence

management is to support theorganization's marketing programme by

making it possible to manage both

intended and unintended clues which

can given adequate evidences to a

customers and there by influence

perceptions. Interestingly the physical

evidences also influence employees,which ultimately interact with

customers during the service delivery.


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A Framework for Understanding

Environment-userRelationships

in Service Organizations

Source: Adapted from Mary Jo Bitner, Servicescapes.

PHYSICAL

ENVIRONMENTAL

DIMENSIONS

HOLISTIC

ENVIRONMENT

INTERNAL

RESPONSES

BEHAVIOR

AmbientConditions

Space/Function

Signs, Symbols,

and Artifacts

PerceivedServicescape

Cognitive

Emotional

Physiological

Cognitive

Emotional

Physiological

EmployeeResponses

CustomerResponses

IndividualBehaviors

SocialInteractionsbetween and

amongcustomer and

employees

IndividualBehaviors


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Parsuraman and et. el., identified sixspecific roles of evidence

Depending on the competitive situation,

marketing objective and the resources anorganization can use evidence for some or

all of the above roles, though these roles are

not mutually exclusive.


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Arising out of the above reasons the

services organization are expected to use a

two prong marketing communication

strategy aimed at not only tangible-izing the

message but also the service:


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ROLE OF

EVIDENCE

Shaping

first

Impression

Managing

Trust

Socializing

employees

Facilitatingquality of

service

Changing

the Image

Providing

Sensory

Stimule

Role of Evidence in Services Marketing


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Review

Explain the impact on customer perceptions ofphysical evidence, particularly theservicescape

Illustrate differences in types and roles ofservicescapes and their implications for

strategy Explain why the servicescape affects employee

and customer behavior

Analyze four different approaches forunderstanding the effects of physicalenvironment

Present elements of an effective physicalevidence strategy

Documents

13 Physical Evidence