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MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. pvkulkarni@git.edu.
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. pvkulkarni@git.edu.
Services Marketing
Module 8
Physical Evidence In Services
( According to VTU syllabus Services
Marketing 12 MBA MM 314)
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. pvkulkarni@git.edu.
Objectives
After studying this module you will be able
to
1. Explain types of servicescapes.
2. Define the role of servicescapes
3. Discuss the framework of servicescapes.
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. pvkulkarni@git.edu.
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
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. pvkulkarni@git.edu.
Examples of Physical Evidence from the Customer’s Point of View
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
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. pvkulkarni@git.edu.
Typology of Service Organizations Based on Variations in
Formand 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
MBA@GIT http://www.mba.git.edu.
© Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. pvkulkarni@git.edu.
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

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Module 8

  • 1. MBA@GIT http://www.mba.git.edu. © Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. pvkulkarni@git.edu. MBA@GIT http://www.mba.git.edu. © Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. pvkulkarni@git.edu. Services Marketing Module 8 Physical Evidence In Services ( According to VTU syllabus Services Marketing 12 MBA MM 314)
  • 2. MBA@GIT http://www.mba.git.edu. © Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. pvkulkarni@git.edu. Objectives After studying this module you will be able to 1. Explain types of servicescapes. 2. Define the role of servicescapes 3. Discuss the framework of servicescapes.
  • 3. MBA@GIT http://www.mba.git.edu. © Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. pvkulkarni@git.edu. 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
  • 4. MBA@GIT http://www.mba.git.edu. © Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. pvkulkarni@git.edu. Examples of Physical Evidence from the Customer’s Point of View 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
  • 5. MBA@GIT http://www.mba.git.edu. © Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. pvkulkarni@git.edu. Typology of Service Organizations Based on Variations in Formand 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
  • 6. MBA@GIT http://www.mba.git.edu. © Prof. Prasad Kulkarni, Gogte Institute of Technology, Belgaum. pvkulkarni@git.edu. 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