PHYSICAL EVIDENCE
Physical Evidence and the servicescape Physical Evidence. Strategic roles of the servicescape. Guidelines for Physical ...
Physical Evidence Is defines as the environment in which the service is delivered and in which the firm and the customer ...
Physical Evidence THE PHYSICAL EVEIDENCE OF A SERVICE IS A TANGIBLE   CLUE,WHICH      CREATES AN IMPRESSION ABOUT THE SER...
Servicescape-the design of service facility The physical surrounding or the physical facility where  the service is produ...
Roles of the servicescape• Package        - conveys expectations        - influences perception• Facilitator        - faci...
PackageThe servicescape and other elements of physical  evidence essentially ”wrap” the service and convey  the consumer a...
Facilitator How the service is designed can enhance or inhibit the efficient  flow of activities in the service setting, ...
Socialiazer The design of the servicescape aids in the socialization of both  employee and customer in the sense that it ...
Differentiator The design of the physical facility can differentiate a firm from its  competitor. For example the sittin...
Servicescape Servicescape can be classified in to three types-      Self service      Interpersonal service      Remot...
Self-service   Customer performs most of the activities and very few        employees are involved.        Example-      ...
Interpersonal serviceBoth employees and customers will be given adequate importance.  Examples-       -Hospital       -Edu...
Remote serviceCustomer’s physical involvement in the service scape may be very  little or even absent.  Example-          ...
Elements of Physical EvidenceServicescape               Other tangiblesFacility exterior          Business cards Exterior ...
Examples of Physical Evidence from the        Customer’s point of View                         Physical EvidenceService   ...
Guidelines for Physical EvidenceStrategy Recognize the strategic impact of physical evidence. Blueprint the physical evi...
Recognize the strategoc impact of            Physical evidence Basic service concept must be defined. The target market ...
Blueprint the physical evidence of service This is the step to map the service. Everyone should be able to see the servi...
Clarify strategic roles of the servicescape Already disscused
Assess and identify physical evidence                opportunities Once the role of evidence and the roles of the service...
Work cross-functionally The P.E decision are made by various function in the    organization for e.g.   HR decide dress ...
Thank you
Upcoming SlideShare
Loading in...5
×

Physical evidence

14,449

Published on

Published in: Health & Medicine, Business
0 Comments
7 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
14,449
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
401
Comments
0
Likes
7
Embeds 0
No embeds

No notes for slide

Transcript of "Physical evidence"

  1. 1. PHYSICAL EVIDENCE
  2. 2. Physical Evidence and the servicescape Physical Evidence. Strategic roles of the servicescape. Guidelines for Physical Evidence Strategy.
  3. 3. Physical Evidence Is defines as the environment in which the service is delivered and in which the firm and the customer interest, and any tangible commodities that facilitate performance or communication of the service.
  4. 4. Physical Evidence THE PHYSICAL EVEIDENCE OF A SERVICE IS A TANGIBLE CLUE,WHICH CREATES AN IMPRESSION ABOUT THE SERVICE OR THE SETTING OF A SERVICE OR PROVIDES THE PROOF OF SERVICE DELIVERY. IT CONTRIBUTERS TO THE PECEPTION OF THE QUALITY AND THE PRICE OF THE SERVICE.
  5. 5. Servicescape-the design of service facility The physical surrounding or the physical facility where the service is produced, delivered and consumed. Service create mood, an attraction or a desire to visit service in the context of service purchase. E.g. student canteen in college.
  6. 6. Roles of the servicescape• Package - conveys expectations - influences perception• Facilitator - facilitates the flow of the service delivery process • Provides information (how am I to act?) • Facilitates the ordering process (how does this work?) • Facilitates service delivery• Socializer - facilitates interaction between: • customers and employees • Customers and fellow customers• Differentiator - sets provider apart from competition in the mind of the consumer
  7. 7. PackageThe servicescape and other elements of physical evidence essentially ”wrap” the service and convey the consumer an external image of what is “inside". The physical setting perform the role of packaging for service.
  8. 8. Facilitator How the service is designed can enhance or inhibit the efficient flow of activities in the service setting, making it easier or harder for consumer and employees to accomplish their goals. For example an international air traveler who finds himself in a poorly designed airport with few signs, poor ventilation and few places to sit or eat will find the experience quit dissatisfying. The same international traveler will appreciate seats on the airplane that are conducive to work and sleep. The seating itself, part of physical surroundings.
  9. 9. Socialiazer The design of the servicescape aids in the socialization of both employee and customer in the sense that it help in convey expected roles, behavior and relationship. For example a new employee in a professional services firm would come to understand her position in the hierarchy through nothing her office assignment, the quality of her office furnishing, and her location relative to others in the organisation. The design of the facility can also suggest customers what their role is relative to employees what part of the servicescape they are welcome in and which are for employees only.
  10. 10. Differentiator The design of the physical facility can differentiate a firm from its competitor. For example the sitting arrangement in multiplex theatre.
  11. 11. Servicescape Servicescape can be classified in to three types-  Self service  Interpersonal service  Remote service
  12. 12. Self-service Customer performs most of the activities and very few employees are involved. Example- -ATMs -Fast food centers
  13. 13. Interpersonal serviceBoth employees and customers will be given adequate importance. Examples- -Hospital -Educational institution
  14. 14. Remote serviceCustomer’s physical involvement in the service scape may be very little or even absent. Example- -Mail order services -consultancy
  15. 15. Elements of Physical EvidenceServicescape Other tangiblesFacility exterior Business cards Exterior design Stationery Signage Billing statements Parking Reports Landscape Employee dress Surrounding environment Uniforms BrochuresFacility interior Internet/Web pages Interior design Equipment Signage Layout Air quality/temperature
  16. 16. Examples of Physical Evidence from the Customer’s point of View Physical EvidenceService Servicescape Other TangiblesInsurance Not applicable Policy itself Billing statements Periodic updates Company brochure Letters/cards WebsiteHospital Building exterior Uniforms Parking Reports/stationery Signs Billing statements Waiting areas Website Admissions office Patient care room Medical equipment Recovery roomAirline Airline gate area Tickets Airplane exterior Food Airplane interior(decore,seates,air quality) Uniforms Website Not applicableExpress mail Packaging Trucks Uniforms Computers Website ParkingSporting event Stadium exterior Signs Ticketing area Tickets Entrance Programs Seating Uniforms Restrooms website Concession areas Playing field
  17. 17. Guidelines for Physical EvidenceStrategy Recognize the strategic impact of physical evidence. Blueprint the physical evidence of service. Clarify strategic roles of the servicescape. Assess and identify physical evidence opportunities. Be prepared to update and modernize the evidence. Work cross- functionally.
  18. 18. Recognize the strategoc impact of Physical evidence Basic service concept must be defined. The target market must be identified. The firm broad, vision must be known
  19. 19. Blueprint the physical evidence of service This is the step to map the service. Everyone should be able to see the service process and the existing elements of service evidence-blueprint. People process and physical evidence can all be seen in the blue print.
  20. 20. Clarify strategic roles of the servicescape Already disscused
  21. 21. Assess and identify physical evidence opportunities Once the role of evidence and the roles of the servicescape are understood, possible changes and improvements can be identified. Question must be asked Are there any missed opportunities to provide service evidence? Whether the current physical evidence of service suits the needs and preference of the target segment. Be prepared to update and modernize the evidence.
  22. 22. Work cross-functionally The P.E decision are made by various function in the organization for e.g. HR decide dress for employee Facility management group may decide Servicescape. Marketing department-advertising and pricing decision Therefore multifunction team approach is required to be consistent in providing P.E.
  23. 23. Thank you
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×