MKT 4050 Chapter 10 (Physical Evidence and the Servicescape)

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Services Marketing
Chapter 10
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1

Physical Evidence

customers often rely on tangible cues, or physical evidence, to evaluate the service before its purchase and to assess their satisfaction with the service during and after consumption.

2

Servicescape

Facility exterior, facility interior, other tangibles

3

Facility exterior

includes exterior design, signage, parking, landscape, surrounding environment, etc.

4

Facility interior

includes interior design, equipment, signage, layout, air quality/ temperature, sound, music, scent, lighting, etc.

5

Other tangibles

includes business cards, stationery, billing statements, reports, employee dress, uniforms, brochures, web pages, virtual servicescape, etc.

6

Types of servicescape

servicescape usage and servicescape complexity

7

Servicescape usuage

self service, interpersonal services, and remote services

8

Self service

customer performs most of the activities and few if any employees are involved.

9

Interpersonal services

placed between two extremes and represent situations in which both the customer and the employee are present and active in the servicescape.

10

Remote services

has little or no customer involvement with the servicescape.

11

Servicescape complexity

elaborate environment and lean environment.

12

Elaborate environment

very complicated servicescapes with many elements and many forms.

13

Lean environmnet

some service environments are very simple, with few elements, few spaces, and few pieces of equipment.

14

Strategic roles of the servicescape

package, facilitator, socializer, and differentiator.

15

Package

similar to a tangible product's package, the servicescape and other elements of physical evidence essentially "wrap" the service and convey to consumers an external image of what is "inside."

16

Facilitator

the servicescape can also serve as a facilitator in aiding the performance of persons in the environment.

17

Socializer

the design of the servicescape aids in the socialization of both employees and customers in the sense that it helps covey expected roles, behaviors, and relationships.

18

Differentiator

the design of the physical facility ca differentiate a firm from its competitors and signal the market segment that the service is intended for.

19

Physical environment dimensions

ambient conditions, spatial layout and functionality, and signs symbols and functionality.

20

Ambient conditions

temperature air quality, noise, music, odor, etc.

21

Spatial layout and functionality

layout, equipment, furnishings, etc.

22

Signs, symbols, and artifacts

signs, personal artifacts, style of decor, etc.

23

Internal responses

customer responses and employee responses: cognitive, emotional, and physiological

24

Customer behaviors

attraction, stay/explore, spend money, return, carry out plan

25

Employee behaviors

affiliation, exploration, stay longer, commitment, carryout the plan