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Physical Evidence and the Servicescape (Chapter 10)

Physical Evidence and the Servicescape (Chapter 10). Gap 2 Physical Evidence Servicescapes Guidelines for Physical Evidence Strategy. Key Factors Leading to Provider Gap 2. Company Perceptions of Customer Expectations. GAP 2. Key Factors Related to Physical Evidence:.

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Physical Evidence and the Servicescape (Chapter 10)

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  1. Physical Evidence and the Servicescape (Chapter 10) • Gap 2 • Physical Evidence • Servicescapes • Guidelines for Physical Evidence Strategy ã 2004 - Dwayne D. Gremler

  2. Key Factors Leading to Provider Gap 2 Company Perceptions of Customer Expectations GAP 2 • Key Factors Related to Physical Evidence: Customer-Driven Service Designs and Standards ã 2004 - Dwayne D. Gremler

  3. 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 ã 2004 - Dwayne D. Gremler

  4. Facility exterior Business cards Stationery Exterior design Billing statements Signage Reports Parking Employee dress Landscape Uniforms Surrounding environment Brochures Internet/Web pages Virtual Servicescape Facility interior Interior design Equipment Signage Layout Air quality/temperature Elements of Physical Evidence Table 10.1 ã 2004 - Dwayne D. Gremler

  5. Examples of Physical Evidence fromthe Customer’s Point of View Service Physical evidence Servicescape Other tangibles Insurance Not applicable Policy itself Billing statements Periodic updates Company brochure Letters/cards Hospital Building exterior Uniforms Parking Reports/stationery Signs Billing statements Waiting areas Admissions office Patient care room Medical equipment Recovery room Airline Airline gate area Tickets Airplane exterior Food Airplane interior (décor, seats, air Uniforms quality) Express mail Not applicable Packaging Trucks Uniforms Computers Sporting Parking, Seating, Restrooms Signs event Stadium exterior Tickets Ticketing area, Concession Areas Program Table 10.2 Entrance, Playing Field Uniforms

  6. Servicescape Issues • Servicescape Usage: • (customer only) • (both customer and employee) • (employee only) • Complexity of the Servicescape: ã 2004 - Dwayne D. Gremler

  7. Typology of Service Organizations Complexity of the servicescape evidence Servicescape Elaborate Lean usage Self-service Golf Land ATM (customer only) Surf 'n' Splash Ticketron Post office kiosk Internet services Express mail drop-off Interpersonal Hotel Dry cleaner services Restaurants Hot dog stand (both customer and Health clinic Hair salon employee) Hospital Bank Airline School Remote service Telephone company Telephone mail-order desk (employee only) Insurance company Automated voice-messaging- Utility based services Many professional services Table 10.3 ã 2004 - Dwayne D. Gremler

  8. Roles of the Servicescape • P • conveys • Influences • F • facilitates • provides information (how am I to act?) • facilitates the ordering process (how does this work?) • S • facilitates interaction between: • D • sets provider apart from • e.g., ã 2004 - Dwayne D. Gremler

  9. A Framework for Understanding Environment-User Relationships in Service Organizations HOLISTIC ENVIRONMENT INTERNAL RESPONSES BEHAVIOR PHYSICAL ENVIRONMENTAL DIMENSIONS Cognitive Emotional Physiological Individual Behaviors Employee Responses Ambient Conditions Space/Function Signs, Symbols, and Artifacts Perceived Servicescape Social Interactions between and among customer and employees Customer Responses Individual Behaviors Cognitive Emotional Physiological Figure 10.2 Source: Adapted from Mary Jo Bitner (1992) ã 2004 - Dwayne D. Gremler

  10. Dimensions of the Servicescape • Ambient Conditions • Spatial Layout and Functionality • Signs, Symbols, Artifacts • Colors ã 2004 - Dwayne D. Gremler

  11. Use of Color in the Servicescape • interior design (warm colors) • red: love, romance, sex, courage, danger, fire, sinful, warmth, excitement, vigor, cheerfulness, enthusiasm, and stop • yellow: sunlight, warmth, cowardice, openness, friendliness, gaiety, glory, brightness, caution • orange: sunlight, warmth, openness, friendliness, gaiety, glory • interior design (cool colors) • blue: coolness, aloofness, fidelity, calmness, piety, masculine, assurance, sadness • green: coolness, restful, peace, freshness, growth, softness, richness, go • violet: coolness, retiring, dignity, rich ã 2004 - Dwayne D. Gremler

  12. Guidelines for Physical Evidence Strategy ã 2004 - Dwayne D. Gremler

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