PHYSICAL EVIDENCE AND THE SERVICESCAPE

Chapter 10

Donna J. Hill, Ph.D.

Service Marketing

Spring 2000

Servicescape Physical facility ---

(interior & exterior) Ambient conditions

---(temp. colors, noises, smells)

Other tangibles

Table 10-1

Elements of Physical EvidenceServicescape Other tangibles

Facility exteriorExterior designSignageParkingLandscapeSurrounding environment

Facility interiorInterior designEquipmentSignageLayoutAir quality/temperature

Business cardsStationeryBilling statementsReportsEmployee dressUniformsBrochuresInternet/Web pages

Impact of Service Environment

Purchase decisionExpectationsService quality

evaluationsSatisfaction

Table 10-2 Examples of Physical Evidence from the

Customer’s Point of ViewService Physical evidence

Servicescape Other tangiblesInsurance Not applicable Policy itself

Billing statementsPeriodic updatesCompany brochureLetters/cards

Hospital Building exteriorParkingSignsWaiting areasAdmissions officePatient care roomMedical equipmentRecovery room

UniformsReports/stationeryBilling statements

Airline Airline gate areaAirplane exteriorAirplane interior (décor, seats, airquality)

TicketsFoodUniforms

Express mail Not applicable PackagingTrucksUniformsComputers

Sportingevent

Parking, Seating, RestroomsStadium exteriorTicketing area, Concession AreasEntrance, Playiing Field

SignsTicketsProgramUniforms

Table 10-3 Typology of Service Organizations

Based on Variations in Form and Use of the Servicescape

Complexity of the servicescape evidenceServicescapeusage

Elaborate Lean

Self-service(customer only)

Golf LandSurf 'n' Splash

ATMTicketronPost 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

Roles of the Servicescape

Package Facilitator Socialize Differentiator

Figure 10-3 A Framework for UnderstandingEnvironment-user Relationships

in Service Organizations

Source: Adapted from Mary Jo Bitner, “Servicescapes.”

PHYSICALENVIRONMENTAL

DIMENSIONS

HOLISTICENVIRONMENT

INTERNALRESPONSES

BEHAVIOR

Ambient Conditions

Space/Function

Signs, Symbols, and Artifacts

PerceivedServicescap

e

Cognitive

Emotional

Physiological

Cognitive

Emotional

Physiological

Employee Responses

Customer Responses

Individual Behaviors

Social Interactions between and

among customer and

employees

Individual Behaviors

Framework for Understanding Servicescape Effects on BehaviorInternal Responses

– Cognitive --- knowledge structure– Affective ---feelings & emotions– Physiological--- changes in

Knowledge Structures

Beliefs Categorization Symbolic Meaning

Emotional

Mood Attitude

Affective ResponsesArousing

Sleeping

PleasantUnpleasant

Distressing

Gloomy Relaxing

Exciting

Physiological Responses

Heart beat rate Pupil dilation Tears Perspiration Pain

Physiological ResponsesCognitive

Physiological

Affective

Behavioral

Individual Behaviors Created by Servicescape

Approach behaviors Avoidance behaviors Arousal seekers Arousal avoiders Environmental stimuli

screeners Environmental stimuli

nonscreeners

Social Interactions

Between and among customers and employees

Environmental Dimensions

Ambient Conditions Spatial Layout and Functionality Signs, Symbols and Artifacts

Perceptions of Crowding

Environmental cues Shopping motives Constraints Expectations of

crowding

Impact of Crowding

Affective reactions Reduce browsing Adjust purchases Reduce interaction

with employees

Less confidence in purchase decision

Dissatisfied with experience

Reduce image of firm Modify future purchase

intentions

Short-term Long-term

Maximizing the Service Environment

1. Recognize strategic impact.2. Blueprint3. Clarify roles of the Servicescape4. Assess and identify physical evidence opportunities.5. Update and modernize.

Servicescape PositioningCost Efficiency

CustomizationServiceQuality

Firm

Customers

Employees

(Tec

hnic

al)

(Functional)

Objectives and Goals

Customization

Functional Service

Technical Service

Cost Efficiency

Meet Needs of Customers

Meet needs of customers

Maximize employee efficiency

Reduce costs and increase productivity

Choosing the Location Operational Position Merchantability Traffic interception Cumulative competitive

attraction Competitive compatibility Accessibility

Physical Facility• Exterior Appearance• Interior Appearance• Ambient Conditions

•Interpersonal Factors•Employee Appearance•Employee Behavior

Cost Efficiency: Maximize efficiency & productivity.Customization: Focus on customers.Technical SQ..: Maximize quality of technical output.Functional SQ..: Maximize quality of customer interaction.

Strategies to Reduce Impact of Crowding

Operations Management:1. Modify layout of facility.2. Reduce capacity of facility.3. Control number of customers in facility.4. Hire more customer contact personnel.

Perceptions Management:1. Use signs.2. Modify ambient conditions.

Entertainment ServicesSpectator SportsRecreational Theme Parks