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Servicescape final SIDDANNA M BALAPGOL
This document discusses the impact of physical evidence and servicescapes on customer perceptions. It defines servicescapes as the actual physical environment where a service is delivered and consumed. Servicescapes can include elements like facility exteriors and interiors, signage, equipment, and other tangible aspects of service delivery. The document explores how servicescapes affect customer and employee behaviors, and influence factors in designing servicescapes based on the complexity of the service. It outlines different types of servicescapes and their roles in packaging, facilitating, socializing, and differentiating a service. The document also discusses how physical environments can impact cognitive, affective, physiological, and social responses that influence customer behaviors.
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Servicescape final SIDDANNA M BALAPGOL
- 1. SERVICESCAPE & PHYSICAL EVIDENCE BY: PROF. B.R. DEBATA RIMS,ROURKELA Dated on: 23.11.2011
- 2. TODAY’S AGENDA • Explorethe impact on customer perceptions of physical evidence, particularly the servicescape • Illustrate differences in types and roles of servicescapes and their implications for strategy • Explore how the servicescape affects employee and customer behavior
- 3.
- 4. 1. the actualphysical 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
- 5. Physical Evidence • theenvironment 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.
- 6. Elements of Physical Evidence ServicescapeOther 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
- 7.
- 8. Factors influencing the designof the servicescape 1. Who is the servicescape for Customers? Employees? Employees may feel differently to customers about the décor - they experience it for longer – Both need to be involved in the design process
- 9. Factors influencing the designof the servicescape 2. The complexity of the service – Lean servicescapes (simple; few elements, spaces, and pieces of equipment) for less complex service • E.g. Hair cut, Mail – Elaborate for the more complex services • E.g. Hotels, Restaurant, Insurance
- 10. Types of Servicescapes Servicescape usage ElaborateLean Self-service (customer only) Golf course eBay ATM Car wash Simple Internet services Express mail drop-off Interpersonal services (both customer and employee) Hotel Restaurant Health clinic Hospital Bank Airline School Dry cleaner Retail cart Hair salon Remote service (employee only) Telephone company Insurance company Utility Many professional services Telephone mail-order desk Automated voice messaging services
- 11. Roles of theServicescape 1. Packaging – The service package offer & communicate an image to the customer. – 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.
- 12. 2. Facilitating – Ensuringefficiency in service delivery – Make the service consumption comfortable & convenient for customer. – E.g. airport – International Traveller – E.g. banking services
- 13. 3. Socialising – Conveyexpected 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
- 14. 4. Differentiating – Asegmentation device – the design of the physical facility can differentiate a firm from its competitor. – Ex: Shopping mall – signage, color, music. – Ex: Washington Mutual Bank
- 15. Physical environment • Ambientconditions (Explicit / implicit signals to communicate firm’s image) • Temperature • Lighting • Noise • Music • Smell • Colour – E.g. music affects perceptions of time – Scent (strong impact on mood, affect & evaluate responses)
- 16. • Spatial layoutand functionality: • Layout of machinery and equipment • Furnishings • Opportunities for privacy • Sign & symbols • Signage • Style of décor • Non-verbal communication
- 17. Internal responses Cognitive (thinking/ feeling) • Beliefs, categorisation, symbolic meaning, and brand knowledge (E.g. parking lot – less – no good meal) – Affective (emotional – behavioural responses) • Mood and attitude (arousing, sleeping, unpleasant) – Physiological (affects the sensory organs) • Pain, comfort (air quality, temperature)
- 18. Individual behaviours • Approachbehaviour: – Affiliation – Exploration – Stay longer – Commitment • Avoidance behaviour: – The opposite of these
- 19. Social / Individual behaviours •Between customer and employee and • Between customer and customer Individual Behavior: • Attraction • Spend money • Return • Stay / Explore
- 20.