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McGraw-Hill

S. M. Chapter 10. PHYSICAL EVIDENCE AND THE SERVICESCAPE. © 2000 The McGraw-Hill Companies. McGraw-Hill. Objectives for Chapter 10: Physical Evidence and the Servicescape. Explain the impact on customer perceptions of physical evidence, particularly the servicescape

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McGraw-Hill

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  1. S M Chapter 10 PHYSICAL EVIDENCE AND THE SERVICESCAPE © 2000 The McGraw-Hill Companies McGraw-Hill

  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 from the 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 10-3A Framework for UnderstandingEnvironment-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 Source: Adapted from Mary Jo Bitner, “Servicescapes.”

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