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The Impact of Physical Evidence on Service Delivery and Consumer Perception

This chapter explores the vital role of physical evidence in managing a firm's service delivery. It discusses how physical elements, such as packaging and employee appearances, convey quality cues and influence consumer perceptions, expectations, and risk reduction. By utilizing the SOR model—Stimulus, Organism, Response—we can understand the emotional and cognitive responses of customers to service environments. Key components, including facility design and sensory appeals, are examined to illustrate how they contribute to creating an effective service atmosphere.

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The Impact of Physical Evidence on Service Delivery and Consumer Perception

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  1. Chapter 9MANAGING THE FIRM’S PHYSICAL EVIDENCE

  2. THE ROLE OF PHYSICAL EVIDENCE • Packaging the service • conveys expectations • physical evidence => quality cues => image development • influences perceptions • image development => reduces perceived risk => reduces cognitive dissonance after the purchase

  3. THE ROLE OF PHYSICAL EVIDENCE • Facilitates the flow of the service delivery process • provides information • how am I to act? • facilitates the ordering process • how does this work? • manages consumers • barriers separate different consumer groups or help to isolate the technical core

  4. THE ROLE OF PHYSICAL EVIDENCE • Socializes employees and customers • uniforms • identify the firm’s personnel • physical symbol that embodies the group’s ideals and attributes • implies a coherent group structure • facilitates perceptions of consistent performance • assists in controlling deviant members

  5. THE ROLE OF PHYSICAL EVIDENCE • Provides a means for differentiation • well-dressed personnel are perceived as: • more intelligent • better workers • more interactive

  6. UNDERSTANDING THE USE OF PHYSICAL EVIDENCE IN CREATING SERVICE ENVIRONMENTS • The SOR Model • SOR • stimulus => organism => response • Stimulus • environmental stimuli • physical environmental dimensions

  7. UNDERSTANDING THE USE OF PHYSICAL EVIDENCE IN CREATING SERVICE ENVIRONMENTS • The SOR Model • Organism • human element • who should the service firm be developed for? • Self-service vs. interpersonal vs. remote • attempting to create emotional states • pleasure (leads to satisfactions) • arousal (leads to stimulation) • dominance (leads to control)

  8. UNDERSTANDING THE USE OF PHYSICAL EVIDENCE IN CREATING SERVICE ENVIRONMENTS (SERVICESCAPES) • The SOR Model • Response • moderators • acceptance of stimuli (age, personal values, etc.) • actual response • cognitive • beliefs, categorization, symbolic meaning • emotional • mood, attitudes • physiological • pain, comfort, movement, physical fit

  9. COMPONENTS OF THEPHYSICAL ENVIRONMENT • Facility exterior • exterior design • signage • parking • landscaping • surrounding environment

  10. COMPONENTS OF THEPHYSICAL ENVIRONMENT • Facility interior • 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

  11. COMPONENTS OF THEPHYSICAL ENVIRONMENT • Facility interior • 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

  12. COMPONENTS OF THEPHYSICAL ENVIRONMENT • Facility interior • interior design • equipment • layout • grid vs free-flow • temperature

  13. COMPONENTS OF THEPHYSICAL ENVIRONMENT • Other tangible evidence • business cards • stationary • billing statements • CP&L statement • reports • brochures • employee performance • employee appearance

  14. CREATING SERVICE ATMOSHPERES • Sight appeals • size, shape, colors, contrast, clash, location, architecture, signs, entrance, and lighting • Sound appeals • music, announcements, and sound avoidance

  15. CREATING SERVICE ATMOSHPERES • Scent appeals • appeals and avoidance • Touch appeals • Taste appeals

  16. DESIGN CONSIDERATONS FOR HIGH VERSUS LOW CONTACT SERVICE FIRMS • Facility location • Facility layout • Product design • tangible and intangible components • molecular models • Process design • evaluations based on outcomes only vs. outcomes and process

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