1. The servicescape refers to the physical environment where the service is delivered and the customer interacts with the firm. It includes tangible goods that facilitate service delivery and communication. 2. McDonald's adapts its servicescapes to local cultures around the world. Stores are designed to fit the style of cities like Paris, Bologna, and Sydney. 3. From the customer's point of view, McDonald's physical evidence includes the restaurant building and facilities, uniforms, website, menu, and meal items. The servicescape creates an environment for the service experience.

1. SERVICESCAPE

2. 1. the actual physical ENVIRONMENT where the service is
performed, delivered, and consumed.
2. Where the firm and customer interact.
3. Consider impact on customer response, particularly
perceptions, evaluation, assessment.
4. Situations, where customer experiences are important.
Example:
patient examination room in a doctor’s office; catering
service: white linen cloths, eating utensils, menus, kitchen

3. 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.
Example:
when you visit the web site for Taj hotels, you can look at
pictures of its newest hotels and make reservations quickly.

4. 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. Physical Evidence: Customer’s
Point of View

6. Types of Servicescapes
Servicescape
usage
Elaborate Lean
Self-service
(customer only)
Golf course
eBay
ATM
Car wash
Simple Internet services
Express mail drop-off
Interpersonal
services
(both customer and
employee)
Dry cleaner
Retail cart
Hair salon
Remote service
(employee only)
Hotel
Restaurant
Health clinic
Hospital
Bank
Airline
School
Telephone company
Insurance company
Utility
Many professional services
Telephone mail-order desk
Automated voice messaging
services

7. Roles of the Servicescape
1. Packaging
the customer.
– The service package offer & communicate an image to
– The physical setting of the service is wrapped &
convey an external image of what is inside to
customers.
– To evoke an image, particular sensory or emotional
reaction
– Important for new customers
– Includes dress and general appearance of personnel
(dress for success)
Exp: FedEx – providing customer with strong metaphors &
service packaging that convey the brand positioning.

8. 2. Facilitating
– Ensuring efficiency in service delivery
– Make the service consumption comfortable &
convenient for customer.
– E.g. airport – International Traveller
– E.g. banking services

9. 3. Socialising
– Convey expected roles and behaviours of both the
employee and the customer
– Ease the customer/ employee relationship
– Provide balance between
– Ex: A new employee in an organization / Private bank
Vs. Public bank

10. 4. Differentiating
– A segmentation device – the design of the physical
facility can differentiate a firm from its competitor.
– Ex: Shopping mall – signage, color, music.
– Ex: Washington Mutual Bank

11. A Framework for Understanding
Environment-User Relationships in Service
Organizations

12. Guidelines for Physical Evidence
Strategy
Recognize the strategic impact of
physical evidence.
Blueprint the physical evidence of
service.
Clarify strategic roles of the
servicescape.
Assess and identify physical evidence
opportunities.
Be prepared to update and modernize
the evidence.

13. Global
FeatureMcDonald’s Adapt Servicescapes to
Fit the Culture

14. 1 McDonald's
Corporation
int
ro
The McDonald's
Corporation is the
world's largest chain of
hamburger fast food
restaurants, serving
around 68 million
customers daily in 119
countries.
Untill now, McDonald's
Corporation has 32,000
brunch.
1 McDonald's
Corporation
int
ro

15. Fit Paris, France
Bologna, Italy
Salen, Sweden
Sydney, Darling
Harbour
McCafes in Europe
Tokyo, Japan
Beijing, China
2 McDonald‘ fit the
culture

16. Paris
Fran
ce
- Leather-bound
- Heavy wood furniture
- Look of a library with book

17. Bologna
Ital
y
- City of Arches
- Old world techniques

18. Salen
Swed
en
McS
ki
- Ski-thru
- Wood panel
- Natural Stone

19. Darling Harbour
Sydn
ey
- Like the Sydney opera house
- - Old world techniques

20. in Europe
McCa
fe
- Quick meal
- Cup of coffee

21. Ginza
Toky
o
- Convenience and speed
- Frontage space
- Limit seat
- Primarily stool

22. Beijing
China
- Lingering for long of time
- Emphasizing family values
- Celebration, reading relaxing, chatting, enjoyin
- Romatic

23. Wh
at
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.
3 Physical
Evidence
Physical facility = Service

24. McDonald's of Physical Evidence from
the Customer’s Point of View
Physical Evidence
Service Servicescape Other
Tangibles
Restaurant Building
exterior
Parking lot
Waiting area
Entrance
Restroom
Seating
Play field
Counter
Uniforms
Website
Menu
Meal
Toy(for kids)
2 McDonald's
Servicespace
Wha
t