Nice one

1. PHYSICAL EVIDENCE AND THE
SERVICESCAPE

2. Servicescape
 Physical facility ---
(interior & exterior)
 Ambient conditions
---(temp. colors,
noises, smells)
 Other tangibles

3. 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. Impact of Service Environment
 Purchase decision
 Expectations
 Service quality
evaluations
 Satisfaction

5. Examples of Physical Evidence from the
Customer’s Point of View
Service Physical evidence
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

6. Typology of Service Organizations Based on Variations in Form and 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

7. Roles of the Servicescape
 Package
 Facilitator
 Socialize
 Differentiator

8. 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
Servicescap
e
Cognitive
Emotional
Physiologic
al
Cognitive
Emotional
Physiologic
al
Employee
Responses
Customer
Responses
Individual
Behaviors
Social
Interactions
between and
among
customer and
employees
Individual
Behaviors

9. Framework for Understanding
Servicescape Effects on Behavior
 Internal Responses
 Cognitive --- knowledge structure
 Affective ---feelings & emotions
 Physiological--- changes in

10. Knowledge Structures
 Beliefs
 Categorization
 Symbolic Meaning

11. Emotional
 Mood
 Attitude

12. Affective Responses
Arousing
Sleeping
Pleasant
Unpleasant
Distressing
Gloomy Relaxing
Exciting

13. Physiological Responses
 Heart beat rate
 Pupil dilation
 Tears
 Perspiration
 Pain

14. Physiological Responses
Cognitive
Physiological
Affective
Behavioral

15. Individual Behaviors Created by
Servicescape
 Approach behaviors
 Avoidance behaviors
 Arousal seekers
 Arousal avoiders
 Environmental stimuli
screeners
 Environmental stimuli
nonscreeners

16. Social Interactions
 Between and among customers and
employees

17. Environmental Dimensions
 Ambient Conditions
 Spatial Layout and Functionality
 Signs, Symbols and Artifacts

18. Perceptions of Crowding
 Environmental cues
 Shopping motives
 Constraints
 Expectations of
crowding

19. Impact of Crowding
 Affective reactions
 Reduce browsing
 Adjust purchases
 Reduce interaction
with employees
 Less confidence in
purchase decision
 Dissatisfied with
experience
 Reduce image of firm
 Modify future purchase
intentions
Short-term Long-term

20. Maximizing the Service Environment
1. Recognize strategic impact.
2. Blueprint
3. Clarify roles of the Servicescape
4. Assess and identify physical evidence
opportunities.
5. Update and modernize

21. Servicespace Positioning
Cost Efficiency
Customization
Service
Quality
Firm
Customers
(Functional)

22. Objectives and Goals
 Customization
 Functional Service
 Technical Service
 Cost Efficiency
 Meet Needs of
Customers
 Meet needs of
customers
 Maximize employee
efficiency
 Reduce costs and
increase
productivity

23. Choosing the Location
 Operational Position
 Merchantability
 Traffic interception
 Cumulative competitive
attraction
 Competitive compatibility
 Accessibility

24. Physical Facility
• Exterior Appearance
• Interior Appearance
• Ambient Conditions
•Interpersonal Factors
•Employee Appearance
•Employee Behavior
Cost Efficiency: Maximize efficiency & productivity.
Customization: Focus on customers.
Technical SQ..: Maximize quality of technical
output.
Functional SQ..: Maximize quality of customer
interaction.

25. Strategies to Reduce Impact of
Crowding
Operations Management:
1. Modify layout of facility.
2. Reduce capacity of facility.
3. Control number of customers in facility.
4. Hire more customer contact personnel.
Perceptions Management:
1. Use signs.
2. Modify ambient conditions.