1 physcical evidence servicescpe

8/12/2019 1 Physcical Evidence SERVICESCPE

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The tangible evidence of aservice, including everythingwhich can be seen, touched,smelt and heard.

Physical Evidence is the element

of the service mix which allowsthe consumer to make judgments

on the organisation.


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o t e o ga sat o .

Physical evidence

Physical evidence is 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 evidence includes the servicescape,a term

used to describe the physical facility where the

service is produced and/or delivered.


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Comparison of Hotel Lobbies

Four Seasons Hotel,

The servicescape is part of the value proposition!


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Physical evidence is everything that a companyphysically exhibits to the customer.

It includes physical envt. of the service outlet,the exterior, the interior, all tangibles like

machinery, furniture, vehicles, stationary, sign

boards, communication material, receipts etc

It provides tangible cues to customer to develop

service quality expectation.


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Types Of Physical Evidence

Essential evidence

Peripheral evidence

1)Essential evidence:-

It is provided by those tangibles without which the service cantbe delivered.

Examples:-Building furnishings, signage, layout ,backgroundmusic, employees & their uniform are considered part ofessential evidence.

2)Peripheral evidence:-It is provided by those tangibles given out by service provider as

gifts.

credit card, cheque book, admission ticket, a souvenir post card

and invoices and statements


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SCOPE OF PHYSICAL EVIDENCE

Shaping first impression

Managing trust

Providing sensory stimuli To shape customer perception

Facilitating quality of service


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The Purpose of Service Environments

The service environment influences buyer behaviour in 3 waysHelps the firm to create a distinctive image & positioning that is unique.

Message-creating Medium:

symbolic cues to communicate the distinctive nature and quality

of the service experience.

Attention-creating Medium:

to make the services cape stand out from other competingestablishments, and to attract customers from target segments.

Effect-creating Medium:

colors, textures, sounds, scents and spatial design to enhancethe desired service experience, and/or to heighten an appetite

for certain goods, services or experiences


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SIGNIFICANCE OF PHYSICAL

EVIDENCE

Physical evidence the lifeline for services.

and it works as a silentsalesman.

Service provider is seeking to make the service

more tangible by creating right physical

setting.

It communicates service quality, attributes,

setting customer expectations and creating

service experience.


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The important benefits offered by physical

evidence are-

1) Increased employee productivity,

2)Creation of good impression among

customers,

3)And differentiation from competitors.

SIGNIFICANCE OF PHYSICAL EVIDENCE


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Elements of Physical Evidence

Service Scape:-

The environment in which the service is delivered

and where the firm and the customer interact iscalled service scape.

Other tangibles:-

Any tangible commodities that facilitate theperformance or the communication of the service.


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Servicescape Other tangiblesFacility exterior

Exterior designSignageParkingLandscapeSurrounding environment

Business cardsStationaryBilling statementsReportsEmployee dressUniformBrouchers

Facility interior

Interior designEquipmentSignageLayoutAir quality /temperature


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SERVICE PHYSICAL EVIDENCE

service scape other tangibles

Building Admission office Uniforms

Hospital Parking Patient care room Reports

Signs Medical equipment Stationary

Recovery room Billing Statement

decoration Tickets

Airline gate area seats Foods

Airline Airplane air quality Uniforms

Parking Ticket Area SignsSports seating Concession Area Ticket

Restroom Playing field Program

stadium Entrance Uniform


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Examples of Physical Evidence from

the Customers Point of View


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SERVICESCAPE

The intangible nature of services mean

that they are not bought and owned by

consumers in the same way that physicalgoods are.

Some services are product based and

service providers will focus on servicequality and standard.


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Servicescape

Designing Physical Surroundings to Affect Employeeand Customer Behavior

1.Ambient Conditions:

Background factors such as noise level, music,lighting, temperature, and scent.

2.Spatial Layout and Functionality:

Reception area, circulation paths of employee and

customers and focal points. 3.Signs, Symbols, and Artifacts:

Selection, orientation, location, and size of objects.


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An Integrated FrameworkBitners

Servicescape ModelEnvironmental

Dimensions

Perceived

ServiceScape

Ambient

Conditions

Space/

Function

Signs,Symbols &

Artefacts

Cognitive

Emotional

Psychological

Customer

Response

Moderator

EmployeeResponses

Approach

or

Avoid

Approach

or

Avoid

Social Interaction

Between

Customers &

Employees

Holistic

Environ-

ment

Moderators Internal Responses Behaviour

Customer

Responses

Employee

Response

Moderator

Cognitive

Emotional

Psychological


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Servicescape-Facility exterior:

Exterior design

Signage

Parking

Landscape

Surrounding environment


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Servicescape-Facility interior:

Interior design

Equipment

Signage

Layout

Air quality/temperature


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Other Tangibles

Business cards

Stationery

Billing statements

Reports

Employee dress

Uniforms

Brochures

Web pages


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.Servicescape Influence

Providerresponses Recipientresponses

Servicescape

Environmentalconditions Physicalarchitecture Signs symbolsartefacts

Providerbehaviours RecipientbehavioursInteractions

Servicescape concept originated by Bitner


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Roles of the Servicescape 1.Package

conveys expectations influences perceptions

2.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

3.Socializer facilitates interaction between:

customers and employees customers and fellow customers 4.Differentiator

sets provider apart from competition in the mind of theconsumer


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Services Process Howfirm does things may be as important as whatit

does Customers often actively involved in processes,

especially when acting as co-producers of service

Process involves choices of method and sequence inservice creation and delivery Design of activity flows

Number and sequence of actions for customers

Nature of customer involvement

Role of contact personnel

Role of technology, degree of automation

Badly designed processes waste time, create poorexperiences, and disappoint customers


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Services PROCESS Affect Customer

Behavior

Consumers are rarely involved in the manufacture ofgoods but often participate in service creation anddelivery

Challenge for service marketers is to understand howcustomers interact with service operations

Based on differences in nature of service act(tangible/intangible) and who or what is direct recipient

of service (people/possessions), there are four categoriesof services: People processing Possession processing Mental stimulus processing Information processing


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Four Categories of Services Processing

Information processing

(services directed at

intangible assets):

Accounting

Banking

Nature of the Service Act People Possessions

Tangible Actions People processing


peoples bodies):

Barbers

Health care

Who or What Is the Direct Recipient of the Service?

Possession processing


physical possessions):

Refueling

Disposal/recycling

Mental stimulus processing


peoples minds):

Education

Advertising/PR

Intangible Actions

Si l Fl h f D li


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Simple Flowchart for Delivery

of a People-Processing Service

Park CarCheck In

Spend

Night in

Room Breakfast

Check Out

Breakfast

Prepared

Maid Makes

up Room

People Processing Stay at Motel

l l h f l f


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Simple Flowchart for Delivery of a

Possession-Processing Service

Possession Processing Repair a DVD Player

Travel to

Store

Technician Examines

Player, DiagnosesProblem

Leave

Store

Return, Pick up

Player and Pay

Technician Repairs Player

(Later) Play DVDs

at Home


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Simple Flowchart for Delivery of Mental

Stimulus-Processing Service

Mental Stimulus Processing Weather Forecast

Turn on TV, Select

Channel

View Presentation of

Weather Forecast

TV Weatherperson

Prepares Local

Forecast

Confirm Plans for

Picnic

Meteorologists Input Data to

Models and Creates Forecast

from Output

Collect

Weather

Data


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Information Processing

Information is the most intangible form ofservice output

But may be transformed into enduringforms of service output

Line between information processing andmental stimulus processing may beblurred.

1 physcical evidence servicescpe

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