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Physical Evidence Types of Servicescapes Strategic Roles of the Servicescape Framework for Understanding Servicescape Effects on Behavior Guidelines for Physical Evidence Strategy. Chapter 10. Physical Evidence and the Servicescape. 10- 1.
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Physical Evidence Types of Servicescapes Strategic Roles of the Servicescape Framework for Understanding Servicescape Effects on Behavior Guidelines for Physical Evidence Strategy Chapter 10 Physical Evidence and the Servicescape 10-1
Objectives for Chapter 10:Physical Evidence and the Servicescape • Explain the impact of physical evidence, particularly the servicescape, on customer perceptions and experiences. • Illustrate differences in types of servicescapes, the roles played by the servicescape, and the implications for strategy. • Explain why the servicescape affects customer and employee behavior, using a framework based in marketing, organizational behavior, and environmental psychology. • Present elements of an effective physical evidence strategy. 10-2
Physical Evidence • “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 facility = Servicescape 10-3
Examples of Physical Evidence fromthe Customer’s Point of View 10-5
Examples of Physical Evidence fromthe Customer’s Point of View
How Does Physical Evidence Affect the Customer Experience? • Flow of the experience • Meaning customers attached to it • Satisfaction • Emotional connections to company • Clue management: the process of clearly identifying and managing all the various clues that customers use to form their impressions and feelings about the company. 10-7
Typology of Service Organizations Based on Form and Use of the Servicescape Whom the servicescape will affect 10-8
Roles of the Servicescape The servicescape is frequently one of the most important elements used in positioning a service organization. • Package: ‘wrap’ the service and convey what is ‘inside’ • conveys expectations • influences perceptions • 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 Eg. International traveler find the a poorly designed airport with few signs, poor ventilation, and few places to sit or eat 10-9
Roles of the Servicescape (continued) • Socializer: Helps to convey expected roles, behaviors, and relationships • facilitates interaction between: • customers and employees • customers and fellow customers • Employees and fellow employees • Differentiator • sets provider apart from competition in the mind of the consumer
Understanding Servicescape Effects on Behavior • Stimulus-organism-response theory • Stimulus = multidimensional environment • Organism = customers and employees • Response = behaviors directed at the environment • Assumption: Dimensions of the servicescape will affect customers and employees and they will behave and respond in different ways depending on their internal reactions to the servciescape. 10-16
A Framework for Understanding Environment-User Relationships in Service Organizations 10-17
Individual Behaviors in the Servicescape • Environmental psychologists suggest that people react to places with two general, and opposite forms of behavior: • Approach: all positive behaviors that might be directed to a place • Desire to stay, explore, work, affiliate • Shopping enjoyment, spending time and money • Avoidance: negative behaviors • Desire not to stay, etc. 10-18
Social Interactions in the Servicescape • All social interaction is affected by the physical container in which it occurs • Customer-employee • Customer-customer • Scripts (particular progression of events) • Physical proximity • Seating arrangements • Size • Flexibility 10-19
Internal Responses to the Servicescape • Cognition: environment can affect beliefs about a place and the people and products found in that place • Emotion: color, décor, music, scent affect mood • Pleasure/displeasure • Degree of arousal (amount of stimulation) • Physiology: volume, temperature, air quality, lighting can cause physical discomfort and even pain • Ergonomics: • the understanding of the interactions among humans and other elements of a system, and the profession that applies theoretical principles, data and methods to design in order to optimize human well being and overall system 10-21
Variations in Individual Response • Personality differences • Arousal seekers vs. arousal avoiders Enjoy high levels of stimulation/prefer lower levels of stimulation • Environmental screeners Able to experience a high level of stimuli but not be affected by it • Purpose for being in the servicescape • Business/pleasure • Temporary mood state A person after a day at work/ a person after holiday 10-22
Environmental Dimensions • Ambient Conditions: affect the 5 senses, but may be imperceptible or affect us subconsciously • Temperature, lighting, noise, music, scent, color • Spatial Layout and Functionality: size, shape, and arrangement of machinery, equipment, and furnishings and the ability of such to facilitate customer and employee goals • Accessibility, aesthetics, seating comfort • Signs, Symbols, Artifacts: explicit or implicit communication of meaning; often culturally embedded; important in forming first impressions • Way-finding, labels, rules of behavior, creating aesthetic impression 10-23
Guidelines for Physical Evidence Strategy • Recognize the strategic impact of physical evidence. • Blueprint the physical evidence of service. • Clarify strategic roles of the servicescape. • Assess and identify physical evidence opportunities. • Update and modernize the evidence. • Work cross-functionally 10-24
Homework: • Use Global Feature on page 300 as a guideline to give example of a service firm (global brand) that adapts to fit with different cultures Give at least example from two countries with pictures of the firm’s servicescapes and other details.
