PHYSICAL EVIDENCE & THE SERVICESCAPE

PHYSICAL EVIDENCE & THE SERVICESCAPEPRESENTED BY:ANKIT CHAUHANAMAN MONGA

1TABLE OF CONTENTExplore the impact on customer perceptions of physical evidence, particularly the servicescape

Illustrate different types and roles of servicescapes

Explore how the servicescape affects behavior

4/1/2015marketing of services2PHYSICAL EVIDENCEIs 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.4/1/2015marketing of services3ELEMENTS OF PHYSICAL EVIDENCE

4/1/2015marketing of services44PHYSICAL EVIDENCE: CUSTOMER POINT OF VIEW

4/1/2015marketing of services55SERVICESCAPESthe actual physical ENVIRONMENT where the service is performed, delivered, and consumed.Where the firm and customer interact. Consider impact on customer response, particularly perceptions, evaluation, assessment.Situations, where customer experiences are important.

Example: patient examination room in a doctors office; catering service: white linen cloths, eating utensils, menus, kitchen

4/1/2015marketing of services6Factors influencing the design of the servicescape1. Who is the servicescape for

Customers?Employees? Employees may feel differently to customers about the dcor - they experience it for longer

Both need to be involved in the design process

4/1/2015marketing of services77Factors influencing the design of the servicescape2. The complexity of the serviceLean servicescapes (simple; few elements, spaces, and pieces of equipment) for less complex serviceE.g. Hair cut, Mail Elaborate for the more complex servicesE.g. Hotels, Restaurant, Insurance

4/1/2015marketing of services8TYPES OF SERVICESCAPES

4/1/2015marketing of services99ROLES OF THE SERVICESACAPE4/1/2015marketing of services10STIMULI RESPONSE MODEL4/1/2015marketing of services11

11ENVIRONMENTAL DIMENSIONS4/1/2015marketing of services12Ambient conditions (Explicit / implicit signals to communicate firms image)TemperatureLightingNoiseMusicSmellColourE.g. music affects perceptions of timeScent (strong impact on mood, affect & evaluate responses) Ambient conditions (Explicit / implicit signals to communicate firms image)TemperatureLightingNoiseMusicSmellColourE.g. music affects perceptions of timeScent (strong impact on mood, affect & evaluate responses)

Spatial layout and functionality:Layout of machinery and equipmentFurnishingsOpportunities for privacy

Sign & symbolsSignageStyle of dcorNon-verbal communication

12INDIVIDUAL INTERNAL RESPONSES4/1/2015marketing of services1313Some Tangible Cues and/or Facilitating Goods at Buffalo Wild Wings RestaurantThe pager to let you know when your food is readyThe menuCup with BW3 logoSpecial PromotionsNTN system trivia game pad where customers can compete with fellow restaurant patrons and others playing it all around the country.

CONCLUSION4/1/2015marketing of services15The overall conclusion is that through careful and creative management of the servicescape, firms may be able to contribute to the achievement of both external mar-keting goals and internal organizational goals.4/1/2015marketing of services16

ServicescapeOther tangibles

Facility exterior

Exterior design

Signage

Parking

Landscape

Surrounding environment

Facility interior

Interior design

Equipment

Signage

Layout

Air quality/temperatureBusiness cards

Stationery

Billing statements

Reports

Employee dress

Uniforms

Brochures

Web pages

Virtual servicescape

Servicescape usageElaborateLean

Self-service(customer only)Golf course

eBayATM

Car wash

Simple Internet services

Express mail drop-off

Interpersonal services(both customer and employee)Hotel

Restaurant

Health clinic

Hospital

Bank

Airline

SchoolDry cleaner

Retail cart

Hair salon

Remote service (employee only)Telephone company

Insurance company

Utility

Many professional servicesTelephone mail-order desk

Automated voice messaging services