2. Physical Evidence and the servicescape
Physical Evidence.
Strategic roles of the servicescape.
Guidelines for Physical Evidence Strategy.
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. 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. 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. 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. Package
The 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. 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. 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. Differentiator
The design of the physical facility can differentiate a firm from its
competitor.
For example the sitting arrangement in multiplex theatre.
14. Remote service
Customer’s physical involvement in the service scape may be very
little or even absent.
Example-
-Mail order services
-consultancy
15. 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 Internet/Web pages
Interior design
Equipment
Signage
Layout
Air quality/temperature
16. Examples of Physical Evidence from the
Customer’s point of View
Physical Evidence
Service Servicescape Other Tangibles
Insurance Not applicable Policy itself
Billing statements
Periodic updates
Company brochure
Letters/cards
Website
Hospital Building exterior Uniforms
Parking Reports/stationery
Signs Billing statements
Waiting areas Website
Admissions office
Patient care room
Medical equipment
Recovery room
Airline Airline gate area Tickets
Airplane exterior Food
Airplane interior(decore,seates,air quality) Uniforms
Website
Not applicable
Express mail Packaging
Trucks
Uniforms
Computers
Website
Parking
Sporting event Stadium exterior Signs
Ticketing area Tickets
Entrance Programs
Seating Uniforms
Restrooms website
Concession areas
Playing field
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. 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. 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.
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. 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.
