The 7 P's of a service: People, process and physical evidence and how it is applied in business. Students had to develop a service blueprint for a QSR to enhance thinking!

3. People, Processes and Physical
Evidence
UNIT 13

5. © The McGraw-Hill Companies, 2009

13. Very few people viewed finding and using taxi
serviceas something enjoyable—it was simply
something that they dealt with due to the lack of an
alternative. This poor experience and a perceived lack
of ability to change anything about it created pent up
frustration and demand from consumers who were
eager to find anything better.
Uber tapped into that frustration and demand
exceptionally well.

21. Characteristics of Services (pg.
488)
INSEPARABLE-
a customer receives and consumes a product while the
service is performed using the delivery method at the
source.
INTANGIBLE-
cannot be touched and are therefore not physical objects.
PERISHABLE-
once a service activity has taken place, it will never be
able to be repeated again in the same way.
VARIABILITY-
not every service delivery will be identical.
RIGHT OF
OWNERSHIP- a customer does not obtain ownership of a service once it
has been bought.

22. © The McGraw-Hill Companies, 2009
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INSEPARABILIT
Y

23. Using Technology
to overcome
Inseparability

24. Overcome
Inseparability by
TRAINING

26. © The McGraw-Hill Companies, 2009
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28. doe UFS tangibles their service
offering?

29. Overcome
Intangibility by
including tangible
objects and
events with
photographs

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PERISHABILIT
Y

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Overcome
Perishability

34. 34

35. © The McGraw-Hill Companies, 2009
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37. © The McGraw-Hill Companies, 2009
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VARIABILITY

38. Using Technology
to overcome
Inseparability

39. 39
Clever
advertisemen
t for Berlin
Zoo which
focuses on
the problem
of variability
in services – if
you missed
the animals
because they
were hiding,
you can
always come

40. People
Process
Physical
Evidence

41. People

42. Peopl
e

43. Employing the Right People

47. Four Levels of Empowerment (pg.
493)
Suggestion involvement (suggestion box)
Quality circles (think-tank teams)
Job involvement
High involvement (independence to employees)

54. Creating Service Processes
Formulate
steps in the
process.
Be aware of
inconsistency.
Implement
process
regulations.

55. SERVICE
BLUEPRINT

61. ServiceBlueprint
Usedby
Service
Marketers
Creating realistic
customer
expectations
Human
Resources
Empowering the
human element
Operations
Management
Rendering the
service as
promised
System
Technology
Providing
Necessary tools

63. © The McGraw-Hill Companies, 200963

65. Physical Evidence (pg. 497)
 Tangible representations of the organisation:
 Physical facility or building where the service is offered, signs
and equipment, brochures, letterheads, business cards and even
billing statements.
Cannot be possessed
by customers
Contributes to the
overall ambience of the
service environment
Not the true service
product but it confirms
the existence or
completion of a service
Items that are actually
possessed by the client
as part of the service
ESSENTIALEVIDENCE
PERIPHERALEVIDENCE
TWO TYPES OF PHYSICAL EVIDENCE:

69. PERIPHERAL
EVIDENCE

70. PERIPHERAL
EVIDENCE

73. Dimensions of Physical
Evidence
Atmospherics
Design and
Layout
Communication

76. The servicescape framework - vital role in the
reactions and behaviour of both employees and
customer.
Servicescape
Three
responses:
COGNITIVELY
based response
appreciating the
FUNCTIONALITY of a layout.
EMOTIONALLY
based response
the design of the physical
environment may take your
BREATH AWAY OR MAKE YOU
LAUGH.
PHYSIOLOGICALLY
based responses
These include the MENTAL AND
PHYSICAL REACTIONS of
individuals.

80. Servicescape plays 4 important
roles
PACKAGER
the customer is given an idea of what to
expect by how the service offer is packed.
FACILITATOR
assisting both the customer and service
employee to make the most of the
opportunity.
SOCIALISER
it conveys information about the consumer
and employee’s expected roles and
behaviour.
DIFFERENTIATOR
it differentiates the service provider from its
competitors.

82. There is no point you spend millions on
advertising, if your service is poor. An advert will
bring the customer to your store- but the SERVICE
experience is what will make them RETURN!
We believe in ironing out any service problems
before we conduct an official store opening event/
advertise a new branch. That is why we have a
“service practice” period of approximately 3
months- to ensure we are truly capable of

83. http://stadiumfastfoods.co.za/Virtual-Tour.html

84. Develop a Service Blueprint
for the Stadium Fast Foods.