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Viewing:

MKT 4050 Chapter 10 (Physical Evidence and the Servicescape)

front 1

Physical Evidence

back 1

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.

front 2

Servicescape

back 2

Facility exterior, facility interior, other tangibles

front 3

Facility exterior

back 3

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

front 4

Facility interior

back 4

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

front 5

Other tangibles

back 5

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

front 6

Types of servicescape

back 6

servicescape usage and servicescape complexity

front 7

Servicescape usuage

back 7

self service, interpersonal services, and remote services

front 8

Self service

back 8

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

front 9

Interpersonal services

back 9

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

front 10

Remote services

back 10

has little or no customer involvement with the servicescape.

front 11

Servicescape complexity

back 11

elaborate environment and lean environment.

front 12

Elaborate environment

back 12

very complicated servicescapes with many elements and many forms.

front 13

Lean environmnet

back 13

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

front 14

Strategic roles of the servicescape

back 14

package, facilitator, socializer, and differentiator.

front 15

Package

back 15

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."

front 16

Facilitator

back 16

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

front 17

Socializer

back 17

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.

front 18

Differentiator

back 18

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

front 19

Physical environment dimensions

back 19

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

front 20

Ambient conditions

back 20

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

front 21

Spatial layout and functionality

back 21

layout, equipment, furnishings, etc.

front 22

Signs, symbols, and artifacts

back 22

signs, personal artifacts, style of decor, etc.

front 23

Internal responses

back 23

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

front 24

Customer behaviors

back 24

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

front 25

Employee behaviors

back 25

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