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Chapter. Physical Evidence and the Servicescape. 10. Physical Evidence—What is it? Types of Servicescapes Roles of the Servicescape Framework for Understanding Servicescape Effects on Behavior Approaches for Understanding Servicescape Effects Guidelines for Physical Evidence Strategy.

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  1. Chapter Physical Evidence and the Servicescape 10 • Physical Evidence—What is it? • Types of Servicescapes • Roles of the Servicescape • Framework for Understanding Servicescape Effects on Behavior • Approaches for Understanding Servicescape Effects • Guidelines for Physical Evidence Strategy

  2. Objectives 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.

  3. Table 10.1Elements of Physical Evidence

  4. Table 10.2 Examples of Physical Evidence fromthe Customer’s Point of View

  5. Table 10.3 Typology of Service Organizations Based on Variations in Form and Use of the Servicescape

  6. Figure 10.2 A Framework for Understanding Environment-User Relationships in Service Organizations

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