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Physical Evidence and Service space.ppt
- 1. PHYSICAL EVIDENCE ANDTHE SERVICESCAPE
- 2. Servicescape Physical facility--- (interior & exterior) Ambient conditions ---(temp. colors, noises, smells) Other tangibles
- 3. Elements of PhysicalEvidence 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 ServiceEnvironment Purchase decision Expectations Service quality evaluations Satisfaction
- 5. Examples of PhysicalEvidence 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 ServiceOrganizations 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 theServicescape Package Facilitator Socialize Differentiator
- 8. A Framework forUnderstanding 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 ServicescapeEffects on Behavior Internal Responses Cognitive --- knowledge structure Affective ---feelings & emotions Physiological--- changes in
- 10. Knowledge Structures Beliefs Categorization Symbolic Meaning
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- 13. Physiological Responses Heartbeat rate Pupil dilation Tears Perspiration Pain
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- 15. Individual Behaviors Createdby Servicescape Approach behaviors Avoidance behaviors Arousal seekers Arousal avoiders Environmental stimuli screeners Environmental stimuli nonscreeners
- 16. Social Interactions Betweenand among customers and employees
- 17. Environmental Dimensions AmbientConditions 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 ServiceEnvironment 1. Recognize strategic impact. 2. Blueprint 3. Clarify roles of the Servicescape 4. Assess and identify physical evidence opportunities. 5. Update and modernize
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- 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 • ExteriorAppearance • 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 ReduceImpact 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.