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Ch 10 services 2822
Ch 10 services 2822
Ch 10 services 2822
Ch 10 services 2822
Ch 10 services 2822
Ch 10 services 2822
Ch 10 services 2822
Ch 10 services 2822
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Ch 10 services 2822

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  • 1. Contact: +923006641921 Usman Waheed 1 SM BELTEI INTERNATIONALBELTEI INTERNATIONAL UNIVERSITYUNIVERSITY Faculty of BusinessFaculty of Business AdministrationAdministration Bachelor’s ProgramBachelor’s Program Moeung Phanny Master of Business Administration (MBA) / ( MJM ) Tel: 011 78 78 80 E-mail: phannyart@yahoo.com
  • 2. 2 SMSM Chapter 10 PHYSICAL EVIDENCE AND THE SERVICESCAPE
  • 3. 3 SM 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
  • 4. 4 SM Table 10-1Table 10-1 Elements of Physical Evidence Servicescape Other tangibles Facility exterior Exterior design Signage Parking Landscape Surrounding environment Facility interior Interior design Equipment Signage Layout Air quality/temperature Business cards Stationery Billing statements Reports Employee dress Uniforms Brochures Internet/Web pages
  • 5. 5 SM Table 10-2Table 10-2 Examples of Physical Evidence from the Customer’s Point of View Service Physical evidence Servicescape Other tangibles Insurance Not applicable Policy itself Billing statements Periodic updates Company brochure Letters/cards Hospital Building exterior Parking Signs Waiting areas Admissions office Patient care room Medical equipment Recovery room Uniforms Reports/stationery Billing statements Airline Airline gate area Airplane exterior Airplane interior (décor, seats, air quality) Tickets Food Uniforms Express mail Not applicable Packaging Trucks Uniforms Computers Sporting event Parking, Seating, Restrooms Stadium exterior Ticketing area, Concession Areas Entrance, Playiing Field Signs Tickets Program Uniforms
  • 6. 6 SM Table 10-3Table 10-3 Typology of Service Organizations Based on Variations in Form and Use of the Servicescape Complexity of the servicescape evidence Servicescape usage Elaborate Lean Self-service (customer only) Golf Land Surf 'n' Splash ATM Ticketron Post office kiosk Internet services Express mail drop-off Interpersonal services (both customer and employeee) Hotel Restaurants Health clinic Hospital Bank Airline School Dry cleaner Hot dog stand Hair salon Remote service (employee only) Telephone company Insurance company Utility Many professional services Telephone mail-order desk Automated voice-messaging- based services
  • 7. 7 SM Figure 10-3Figure 10-3 A Framework for Understanding Environment-user Relationships in Service Organizations Source: Adapted from Mary Jo Bitner, “Servicescapes.” PHYSICAL ENVIRONMENTAL DIMENSIONS HOLISTIC ENVIRONMENT INTERNAL RESPONSES BEHAVIOR Ambient Conditions Space/Function Signs, Symbols, and Artifacts Perceived Servicescape Cognitive Emotional Physiological Cognitive Emotional Physiological Employee Responses Customer Responses Individual Behaviors Social Interactions between and among customer and employees Individual Behaviors
  • 8. Contact: +923006641921 Usman Waheed 8 SM THANK YOU FOR YOUR ATTENTION ! Any question?

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