Transcript Servicescape - Bradley University

PHYSICAL EVIDENCE AND THE
SERVICESCAPE
Chapter 10
Donna J. Hill, Ph.D.
Service Marketing
Spring 2000
Servicescape

Physical facility --(interior & exterior)
Ambient conditions
---(temp. colors,
noises, smells)
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Other tangibles
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Table 10-1
Elements of Physical Evidence
S e rvice sca p e
O th e r ta n g ib le s
F a cility e xte rio r
B u s in e s s c a rd s
S ta tio n e ry
B illin g s ta te m e n ts
R e p o rts
E m p lo ye e d re s s
U n ifo rm s
B ro c h u re s
In te rn e t/W e b p a g e s
E x te rio r d e s ig n
S ig n a g e
P a rk in g
Landscape
S u rro u n d in g e n v iro n m e n t
F a c ility in te rio r
In te rio r d e s ig n
E q u ip m e n t
S ig n a g e
L a yo u t
A ir q u a lity/te m p e ra tu re
Impact of Service Environment
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Purchase decision
Expectations
Service quality
evaluations
Satisfaction
Table 10-2
Examples of Physical Evidence from the
Customer’s Point of View
S e rvic e
P h ys ic a l e vid e n c e
S e rvic e s c a p e
O th e r ta n g ib le s
In s u ra n c e
N o t a p p lic a b le
H o s p ita l
B u ild in g e xte rio r
P a rk in g
S ig n s
W aitin g a re a s
A d m issio n s o ffic e
P a tie n t ca re ro o m
M e d ica l e q u ip m e n t
R e co v e ry ro o m
A irlin e g a te a re a
A irp la n e e xte rio r
A irp la n e in te rio r (d é c o r, se a ts, a ir
q u a lity)
N o t a p p lic a b le
A irlin e
E x p re s s m a il
S p o rtin g
e ve n t
P a rk in g , S e a tin g , R e stro o m s
S ta d iu m e xte rio r
T ick e tin g a re a , C o n ce s sio n A re a s
E n tra n ce , P la yiin g F ie ld
P o lic y its e lf
B illin g sta te m e n ts
P e rio d ic u p d a te s
C o m p a n y b ro c h u re
L e tte rs /ca rd s
U n ifo rm s
R e p o rts/sta tio n e ry
B illin g sta te m e n ts
T ick e ts
Food
U n ifo rm s
P a ck a g in g
T ru ck s
U n ifo rm s
C o m p u te rs
S ig n s
T ick e ts
P ro g ra m
U n ifo rm s
Table 10-3
Typology of Service Organizations
Based on Variations in Form
and Use of the Servicescape
C o m p le x ity o f th e s e rv ic e s c a p e e v id e n c e
S e rvic e sc ap e
u s a ge
E la b o ra te
Lean
S e lf-s e r v ic e
(cu sto m e r o n ly)
G o lf L a n d
S u rf 'n ' S p la sh
ATM
T ick e tro n
P o st o ffice k io sk
In te rn e t s e rvic e s
E xp re ss m a il d ro p -o ff
In te rp e r s o n a l
s e r vic e s
(b o th c u sto m e r a n d
e m p lo ye e e )
H o te l
R e sta u ra n ts
H e a lth clin ic
H o sp ita l
B ank
A irlin e
S ch o o l
D ry cle a n e r
H o t d o g sta n d
H a ir s a lo n
R e m o te s e r vic e
(e m p lo ye e o n ly)
T e le p h o n e co m p a n y
In su ra n ce co m p a n y
U tility
M a n y p ro fe ssio n a l se rvice s
T e le p h o n e m a il-o rd e r d e sk
A u to m a te d v o ice -m e ss a g in g b a se d s e rvic e s
Roles of the Servicescape
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Package
Facilitator
Socialize
Differentiator
Figure 10-3
A Framework for Understanding
Environment-user Relationships
in Service Organizations
PHYSICAL
ENVIRONMENTAL
DIMENSIONS
HOLISTIC
ENVIRONMENT
INTERNAL
RESPONSES
BEHAVIOR
Cognitive
Emotional
Physiologica
l
Ambient
Conditions
Space/Function
Signs, Symbols,
and Artifacts
Individual
Behaviors
Employee
Responses
Social
Interactions
between and
among
customer and
employees
Perceived
Servicescap
e
Customer
Responses
Individual
Behaviors
Cognitive
Emotional
Source: Adapted from Mary Jo Bitner, “Servicescapes.”
Physiologica
l
Framework for Understanding
Servicescape Effects on Behavior
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Internal Responses
– Cognitive --- knowledge structure
– Affective ---feelings & emotions
– Physiological--- changes in
Knowledge Structures
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Beliefs
Categorization
Symbolic Meaning
Emotional
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Mood
Attitude
Affective Responses
Arousing
Distressing
Exciting
Unpleasant
Pleasant
Gloomy
Relaxing
Sleeping
Physiological Responses
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Heart beat rate
Pupil dilation
Tears
Perspiration
Pain
Physiological Responses
Cognitive
Physiological
Behavioral
Affective
Individual Behaviors
Created by Servicescape
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Approach behaviors
Avoidance behaviors
Arousal seekers
Arousal avoiders
Environmental stimuli
screeners
Environmental stimuli
nonscreeners
Social Interactions
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Between and among customers and
employees
Environmental Dimensions
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Ambient Conditions
Spatial Layout and Functionality
Signs, Symbols and Artifacts
Perceptions of Crowding
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Environmental cues
Shopping motives
Constraints
Expectations of
crowding
Impact of Crowding
Short-term
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Affective reactions
Reduce browsing
Adjust purchases
Reduce interaction
with employees
Long-term
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Less confidence in
purchase decision
Dissatisfied with
experience
Reduce image of firm
Modify future purchase
intentions
Maximizing the Service
Environment
1. Recognize strategic impact.
2. Blueprint
3. Clarify roles of the Servicescape
4. Assess and identify physical evidence
opportunities.
5. Update and modernize
.
Servicescape Positioning
Cost Efficiency
Firm
Service
Quality
(Functional)
Customer
s
Customization
Objectives and Goals
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Customization
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Functional Service
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Technical Service
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Cost Efficiency
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Meet Needs of
Customers
Meet needs of
customers
Maximize employee
efficiency
Reduce costs and
increase
productivity
Choosing the Location
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Operational Position
Merchantability
Traffic interception
Cumulative competitive
attraction
Competitive compatibility
Accessibility
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.
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.
Entertainment Services
 Spectator
Sports
 Recreational Theme Parks