service marketing-physical evidence

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Physical Evidence and theServicescape

Physical Evidence

Types of Servicescapes

Strategic Roles of the Servicescape

Framework for UnderstandingServicescape Effects on Behavior

Guidelines for Physical EvidenceStrategy

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Objectives for Chapter 10:Physical Evidence and the Servicescape

Explain the impact of physical evidence, particularly theservicescape, on customer perceptions and experiences.

Illustrate differences in types of servicescapes, the roles

played by the servicescape, and the implications forstrategy.

Explain why the servicescape affects customer andemployee behavior, using a framework based inmarketing, organizational behavior, and environmentalpsychology.

Present elements of an effective physical evidencestrategy.

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Physical Evidence

The environment in which the service is

delivered and where the firm and thecustomer interact, and any tangiblecommodities that facilitate performance orcommunication of the service.

Physical facility = Servicescape

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Elements of Physical Evidence

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Examples of Physical Evidence fromthe Customers Point of View

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Roles of the Servicescape

Package conveys expectations

influences perceptions

Facilitator facilitates the flow of the service delivery process

provides information (how am I to act?) facilitates the ordering process (how does this work?)

facilitates service delivery

Socializer facilitates interaction between:

customers and employees customers and fellow customers

Differentiator sets provider apart from competition in the mind of the consumer

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Support Image, Position,

and Differentiation

Four Seasons Hotel, New YorkOrbit Hotel and Hostel, Los Angeles


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Understanding Consumer

Reponses to

Service Environments


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The Mehrabian-RussellStimulus-Response Model

Response/Behaviors:

ApproachAvoidance &

Cognitive Processes

EnvironmentalStimuli and Cognitive

Processes

Dimensions ofAffect:

Pleasure and

Arousal

Feelings Are a Key Driver of Customer Responses to

Service Environments

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ns g ts rom e ra an-RussellStimulus-Response Model

It is a simple yet fundamental model of how

people respond to environments that illustrates:

The environment, its conscious and unconscious perceptions, andinterpretation influence how people feel in that environment

Feelings, rather than perceptions/thoughts drive behavior

Typical outcome variable is approachor avoidanceof an environment, butother possible outcomes can be added to model


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The Russell Model of

Affect


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Individual Behaviors in theServicescape

Environmental psychologists suggest thatpeople react to places with two general, andopposite forms of behavior:

Approach: all positive behaviors that might bedirected to a place

Desire to stay, explore, work, affiliate

Shopping enjoyment, spending time and money Avoidance: negative behaviors

Desire not to stay, etc.

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An Integrative Framework:The Servicescape Model

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An Integrative Framework:The Servicescape Model

Identifies the main dimensions in a service

environment and views them holistically

Internal customer and employee responses canbe categorized into cognitive, emotional, and

psychological responses, which lead to overt

behavioral responses towards the environment

Key to effective design is how well each individual

dimension fits together with everything else

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Internal Responses to the Servicescape

Cognition: environment can affect beliefs about aplace and the people and products found in thatplace

Emotion: color, dcor, music, scent affect mood Pleasure/displeasure

Degree of arousal (amount of stimulation)

Physiology: volume, temperature, air quality,lighting can cause physical discomfort and evenpain

Ergonomics

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Environmental Dimensions

Ambient Conditions: affect the 5 senses, but may beimperceptible or affect us subconsciously Temperature, lighting, noise, music, scent, color

Spatial Layout and Functionality: size, shape, andarrangement of machinery, equipment, and furnishingsand the ability of such to facilitate customer and employeegoals Accessibility, aesthetics, seating comfort

Signs, Symbols, Artifacts: explicit or implicitcommunication of meaning; often culturally embedded;important in forming first impressions Way-finding, labels, rules of behavior, creating aesthetic impression

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Guidelines for Physical Evidence Strategy

Recognize the strategic impact of physicalevidence

Blueprint the physical evidence of service

Clarify strategic roles of the servicescape

Assess and identify physical evidenceopportunities

Update and modernize the evidence

Work cross-functionally

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Music

In service settings, music can have powerfuleffect on perceptions and behaviors, even if

played at barely audible levels

Structural characteristics of musicsuch as

tempo, volume, and harmonyare perceived

holistically

Fast tempo music and high volume music increasearousal levels

People tend to adjust their pace, either voluntarily or

involuntarily, to match tempo of music

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Scent

An ambient smell is one that pervades anenvironment

Scents have distinct characteristics and can be

used to solicit emotional, physiological, andbehavioral responses

In service settings, research has shown that

scents can have significant effect on customer

perceptions, attitudes, and behaviors

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Color

People are generally drawn to warm colorenvironments

Warm colors encourage fast decision making and are

good for low-involvement decisions or impulse buys

Cool colors are preferred for high-involvement

decisions

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Signs, Symbols, andArtifacts

Communicates the firms image and helps customers find their way

First time customers will automatically try to draw meaning from the signs, symbols,

and artifacts

Challenge is to guide customer through the delivery process Unclear signals from a servicescape can result in anxiety and uncertainty about how

to proceed and obtain the desired service

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Selection of EnvironmentalDesign Elements

Consumers perceive service environments

holistically

No dimension of design can be optimized in isolation,

because everything depends on everything else

Holistic characteristic of environments makes

designing service environment an art

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Tools to GuideServicescape Design

Keen observation of customers behavior and responses

Feedback and ideas from frontline staff and customers

Photo auditMystery Shopper to take photographs of serviceexperience

Field experiments can be used to manipulate specific dimensions in an

environment and the effects observed

Blueprinting or service mappingextended to include physical evidence

in the environment

service marketing-physical evidence

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