ch 10 services 2822

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Contact: +923006641921 Usman Waheed 1 S M BELTEI INTERNATIONAL BELTEI INTERNATIONAL UNIVERSITY UNIVERSITY Faculty of Business Faculty of Business Administration Administration Bachelor’s Program Bachelor’s Program Moeung Phanny Master of Business Administration (MBA) / ( MJM ) Tel: 011 78 78 80 E-mail: [email protected]

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Page 1: Ch 10 services 2822

Contact: +923006641921 Usman Waheed

1

SMBELTEI BELTEI

INTERNATIONAL INTERNATIONAL UNIVERSITYUNIVERSITY

Faculty of Business Faculty of Business AdministrationAdministration

Bachelor’s ProgramBachelor’s ProgramMoeung Phanny Master of Business

Administration (MBA) / ( MJM )

Tel: 011 78 78 80E-mail: [email protected]

Page 2: Ch 10 services 2822

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SMSM Chapter 10

PHYSICAL EVIDENCE AND THE SERVICESCAPE

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SMObjectives for Chapter 10:Physical Evidence and the

Servicescape

• Explain the impact on customer perceptions of physical evidence, particularly the servicescape

• Illustrate differences in types and roles of servicescapes and their implications for strategy

• Explain why the servicescape affects employee and customer behavior

• Analyze four different approaches for understanding the effects of physical environment

• Present elements of an effective physical evidence strategy

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SMTable 10-1Table 10-1

Elements of Physical Evidence

Servicescape Other tangibles

Facility exteriorExterior designSignageParkingLandscapeSurrounding environment

Facility interiorInterior designEquipmentSignageLayoutAir quality/temperature

Business cardsStationeryBilling statementsReportsEmployee dressUniformsBrochuresInternet/Web pages

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SM

Table 10-2 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

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SMTable 10-3 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

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SMFigure 10-3Figure 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

PerceivedServicescape

Cognitive

Emotional

Physiological

Cognitive

Emotional

Physiological

Employee Responses

Customer Responses

Individual Behaviors

Social Interactions

between and among

customer and employees

Individual Behaviors

Page 8: Ch 10 services 2822

Contact: +923006641921 Usman Waheed

8

SM THANK YOU FOR YOUR ATTENTION !Any question?