PHYSICAL EVIDENCE AND THE SERVICESCAPE :PHYSICAL EVIDENCE AND THE SERVICESCAPE


What is Physical Evidence? :What is Physical Evidence? Includes all aspects of the organization’s physical facility (the servicescape) and other forms of tangible communication Can have profound effect on customer experience- influence the flow of the experience, the meaning customers attach to it, their satisfaction, and the emotional connections with the company delivering the experience Servicescape – often used to position a service organization


Purpose of Service Environments :Purpose of Service Environments The service environment impact buyer behavior in three ways: As a message creating medium, using symbolic cues to communicate to the intended audience about the distinctive nature an quality or the service experience As an attention creating medium, to make the servicescape stand out from those of competitors an to attract customers from target segments As an effect creating medium, using colors, textures, sounds, scents to enhance the desired service experience and/or to heighten an appetite for certain goods, services, and experiences


Slide 4:Servicescape helps in creating a corporate identity i.e. positioning and differentiation It’s a part of service experience: customers frequently use the service environment as an important quality proxy Its a part of value proposition: physical surroundings help to shape appropriate feeling and reactions in customers and employees Servicescape facilitates the service encounters by reducing service failures and supporting a fast & smooth service delivery process


Elements of Physical Evidence :Elements of Physical Evidence


Typology of Service Organizations :Typology of Service Organizations


Slide 8:Self Service: Customers perform most of the activities, few employees are involved Plan the servicescape to attract the right market segment, making facility pleasing and easy to use, and creating desired service experience Remote Service: Little or no customer involvement Facility can be set t keep employees motivated and to facilitate productivity, teamwork, operational efficiency Interpersonal Service: Both customers and employees are actively present Servicescape must be planned to attract, satisfy, and facilitate the activities of both customers and employees simultaneously


Strategic Roles of the Servicescape :Strategic Roles of the Servicescape Package “Wraps” the service and conveys to consumers an external image of what is “inside” It’s the outward appearance of the organization Facilitator Serves as a facilitator in aiding the performances of persons in the environment How the setting is designed can enhance or inhibit the efficient flow of activities in the service setting, making it easier or hared for customers and employees to accomplish their goals


Slide 10:Socialize It helps convey expected roles, behaviors, and relationships Differentiator Differentiates a firm from its competitors and signal the market segment that the service is intended for Changes in the physical environment can be used to reposition a firm and to attract new market segments


Guidelines for Physical Strategy :Guidelines for Physical 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 Work cross functionally