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SERVICESCAPE        &PHYSICAL EVIDENCE            BY:  PROF. B. R. DEBATA    RIMS,ROURKELA     Dated on: 23.11.2011
TODAY’S AGENDA• Explore the impact on customer perceptions of physical  evidence, particularly the servicescape• Illustrat...
SERVICESCAPE
1.   the actual physical ENVIRONMENT where the service is     performed, delivered, and consumed.2.   Where the firm and c...
Physical Evidence• the environment in which the service is delivered and where  the firm and the customer interact, and an...
Elements of Physical     Evidence Servicescape               Other tangibles Facility exterior          Business cards  Ex...
Physical Evidence: Customer’s        Point of View
Factors influencing thedesign of the servicescape 1. Who is the servicescape for     Customers?     Employees?     Empl...
Factors influencing the design of the servicescape2.    The complexity of the service     – Lean servicescapes (simple; fe...
Types of Servicescapes Servicescape         Elaborate                    Lean usage Self-service         Golf course      ...
Roles of the Servicescape1.       Packaging     –      The service package offer & communicate an image to            the ...
2.       Facilitating     –      Ensuring efficiency in service delivery     –      Make the service consumption comfortab...
3.       Socialising     –      Convey expected roles and behaviours of both the            employee and the customer     ...
4.       Differentiating     –      A segmentation device – the design of the physical            facility can differentia...
Physical environment• Ambient conditions (Explicit / implicit signals to  communicate firm’s image)      • Temperature    ...
• Spatial layout and functionality:      • Layout of machinery and equipment      • Furnishings      • Opportunities for p...
Internal responsesCognitive (thinking / feeling)        • Beliefs, categorisation, symbolic meaning, and brand         kno...
Individual behaviours• Approach behaviour:   – Affiliation   – Exploration   – Stay longer   – Commitment• Avoidance behav...
Social / Individual           behaviours• Between customer and employee and• Between customer and customerIndividual Behav...
THANK YOU !
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Servicescape

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Transcript of "Servicescape "

  1. 1. SERVICESCAPE &PHYSICAL EVIDENCE BY: PROF. B. R. DEBATA RIMS,ROURKELA Dated on: 23.11.2011
  2. 2. TODAY’S AGENDA• Explore the impact on customer perceptions of physical evidence, particularly the servicescape• Illustrate differences in types and roles of servicescapes and their implications for strategy• Explore how the servicescape affects employee and customer behavior
  3. 3. SERVICESCAPE
  4. 4. 1. the actual physical ENVIRONMENT where the service is performed, delivered, and consumed.2. Where the firm and customer interact.3. Consider impact on customer response, particularly perceptions, evaluation, assessment.4. Situations, where customer experiences are important.Example: patient examination room in a doctor’s office; catering service: white linen cloths, eating utensils, menus, kitchen
  5. 5. 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.Example: when you visit the web site for Taj hotels, you can look at pictures of its newest hotels and make reservations quickly.
  6. 6. Elements of Physical Evidence Servicescape Other tangibles Facility exterior Business cards Exterior design Stationery Signage Billing statements Parking Reports Landscape Employee dress Surrounding environment Uniforms Brochures Facility interior Web pages Interior design Virtual servicescape Equipment Signage Layout Air quality/temperature
  7. 7. Physical Evidence: Customer’s Point of View
  8. 8. Factors influencing thedesign of the servicescape 1. Who is the servicescape for  Customers?  Employees?  Employees may feel differently to customers about the décor - they experience it for longer – Both need to be involved in the design process
  9. 9. Factors influencing the design of the servicescape2. The complexity of the service – Lean servicescapes (simple; few elements, spaces, and pieces of equipment) for less complex service • E.g. Hair cut, Mail – Elaborate for the more complex services • E.g. Hotels, Restaurant, Insurance
  10. 10. Types of Servicescapes Servicescape Elaborate Lean usage Self-service Golf course ATM (customer only) eBay Car wash Simple Internet services Express mail drop-off Interpersonal Hotel Dry cleaner services Restaurant Retail cart (both customer and Health clinic Hair salon employee) Hospital Bank Airline School Remote service Telephone company Telephone mail-order desk (employee only) Insurance company Automated voice messaging Utility services Many professional services
  11. 11. Roles of the Servicescape1. Packaging – The service package offer & communicate an image to the customer. – The physical setting of the service is wrapped & convey an external image of what is inside to customers. – To evoke an image, particular sensory or emotional reaction – Important for new customers – Includes dress and general appearance of personnel (dress for success) Exp: FedEx – providing customer with strong metaphors & service packaging that convey the brand positioning.
  12. 12. 2. Facilitating – Ensuring efficiency in service delivery – Make the service consumption comfortable & convenient for customer. – E.g. airport – International Traveller – E.g. banking services
  13. 13. 3. Socialising – Convey expected roles and behaviours of both the employee and the customer – Ease the customer/ employee relationship – Provide balance between – Ex: A new employee in an organization / Private bank Vs. Public bank
  14. 14. 4. Differentiating – A segmentation device – the design of the physical facility can differentiate a firm from its competitor. – Ex: Shopping mall – signage, color, music. – Ex: Washington Mutual Bank
  15. 15. Physical environment• Ambient conditions (Explicit / implicit signals to communicate firm’s image) • Temperature • Lighting • Noise • Music • Smell • Colour – E.g. music affects perceptions of time – Scent (strong impact on mood, affect & evaluate responses)
  16. 16. • Spatial layout and functionality: • Layout of machinery and equipment • Furnishings • Opportunities for privacy• Sign & symbols • Signage • Style of décor • Non-verbal communication
  17. 17. Internal responsesCognitive (thinking / feeling) • Beliefs, categorisation, symbolic meaning, and brand knowledge (E.g. parking lot – less – no good meal) – Affective (emotional – behavioural responses) • Mood and attitude (arousing, sleeping, unpleasant) – Physiological (affects the sensory organs) • Pain, comfort (air quality, temperature)
  18. 18. Individual behaviours• Approach behaviour: – Affiliation – Exploration – Stay longer – Commitment• Avoidance behaviour: – The opposite of these
  19. 19. Social / Individual behaviours• Between customer and employee and• Between customer and customerIndividual Behavior:• Attraction• Spend money• Return• Stay / Explore
  20. 20. THANK YOU !
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