Brighton SEO April 2024 - The Good, the Bad & the Ugly of SEO Success
physical evidence and servicescape.ppt
1. Physical Evidence and the
Servicescape
• Physical Evidence
• Types of Servicescapes
• Strategic Roles of the Servicescape
• Framework for Understanding Servicescape
Effects on Behavior
• Guidelines for Physical Evidence Strategy
10-1
2. 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.”
• Physical facility = Servicescape
10-2
3. Table 11.1
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
Web pages
Virtual servicescape
5. Typology of Service Organizations Based on Form
and Use of the Servicescape
10-5
6. Roles of the Servicescape
• Package
– conveys expectations
– influences perceptions
• 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
10-6
7. Developing and Effective Physical
Evidence Strategy
Steps:
1. Recognize the strategic impact of physical evidence
2. Map the physical evidence of service
3. Clarify roles of the servicescape
4. Assess and identify physical evidence opportunities
5. Be prepared to update and modernize the evidence
6. Work cross-functionally