physical evidence and the servicescape chapter 10 donna j. hill, ph.d. service marketing spring 2000
TRANSCRIPT
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PHYSICAL EVIDENCE AND THE SERVICESCAPE
Chapter 10
Donna J. Hill, Ph.D.
Service Marketing
Spring 2000
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Servicescape Physical facility ---
(interior & exterior) Ambient conditions
---(temp. colors, noises, smells)
Other tangibles
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Table 10-1
Elements of Physical EvidenceServicescape Other tangibles
Facility exteriorExterior designSignageParkingLandscapeSurrounding environment
Facility interiorInterior designEquipmentSignageLayoutAir quality/temperature
Business cardsStationeryBilling statementsReportsEmployee dressUniformsBrochuresInternet/Web pages
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Impact of Service Environment
Purchase decisionExpectationsService quality
evaluationsSatisfaction
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Table 10-2 Examples of Physical Evidence from the
Customer’s Point of ViewService Physical evidence
Servicescape Other tangiblesInsurance Not applicable Policy itself
Billing statementsPeriodic updatesCompany brochureLetters/cards
Hospital Building exteriorParkingSignsWaiting areasAdmissions officePatient care roomMedical equipmentRecovery room
UniformsReports/stationeryBilling statements
Airline Airline gate areaAirplane exteriorAirplane interior (décor, seats, airquality)
TicketsFoodUniforms
Express mail Not applicable PackagingTrucksUniformsComputers
Sportingevent
Parking, Seating, RestroomsStadium exteriorTicketing area, Concession AreasEntrance, Playiing Field
SignsTicketsProgramUniforms
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Table 10-3 Typology of Service Organizations
Based on Variations in Form and Use of the Servicescape
Complexity of the servicescape evidenceServicescapeusage
Elaborate Lean
Self-service(customer only)
Golf LandSurf 'n' Splash
ATMTicketronPost office kioskInternet servicesExpress mail drop-off
Interpersonalservices(both customer andemployeee)
HotelRestaurantsHealth clinicHospitalBankAirlineSchool
Dry cleanerHot dog standHair salon
Remote service(employee only)
Telephone companyInsurance companyUtilityMany professional services
Telephone mail-order deskAutomated voice-messaging-based services
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Roles of the Servicescape
Package Facilitator Socialize Differentiator
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Figure 10-3 A Framework for UnderstandingEnvironment-user Relationships
in Service Organizations
Source: Adapted from Mary Jo Bitner, “Servicescapes.”
PHYSICALENVIRONMENTAL
DIMENSIONS
HOLISTICENVIRONMENT
INTERNALRESPONSES
BEHAVIOR
Ambient Conditions
Space/Function
Signs, Symbols, and Artifacts
PerceivedServicescap
e
Cognitive
Emotional
Physiological
Cognitive
Emotional
Physiological
Employee Responses
Customer Responses
Individual Behaviors
Social Interactions between and
among customer and
employees
Individual Behaviors
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Framework for Understanding Servicescape Effects on BehaviorInternal Responses
– Cognitive --- knowledge structure– Affective ---feelings & emotions– Physiological--- changes in
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Knowledge Structures
Beliefs Categorization Symbolic Meaning
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Emotional
Mood Attitude
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Affective ResponsesArousing
Sleeping
PleasantUnpleasant
Distressing
Gloomy Relaxing
Exciting
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Physiological Responses
Heart beat rate Pupil dilation Tears Perspiration Pain
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Physiological ResponsesCognitive
Physiological
Affective
Behavioral
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Individual Behaviors Created by Servicescape
Approach behaviors Avoidance behaviors Arousal seekers Arousal avoiders Environmental stimuli
screeners Environmental stimuli
nonscreeners
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Social Interactions
Between and among customers and employees
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Environmental Dimensions
Ambient Conditions Spatial Layout and Functionality Signs, Symbols and Artifacts
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Perceptions of Crowding
Environmental cues Shopping motives Constraints Expectations of
crowding
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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
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Maximizing the Service Environment
1. Recognize strategic impact.2. Blueprint3. Clarify roles of the Servicescape4. Assess and identify physical evidence opportunities.5. Update and modernize.
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Servicescape PositioningCost Efficiency
CustomizationServiceQuality
Firm
Customers
Employees
(Tec
hnic
al)
(Functional)
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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
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Choosing the Location Operational Position Merchantability Traffic interception Cumulative competitive
attraction Competitive compatibility Accessibility
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Physical Facility• Exterior Appearance• 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.
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Strategies to Reduce Impact 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.
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Entertainment ServicesSpectator SportsRecreational Theme Parks