Chapter 11: Physical Evidence and the ServicescapePhysical EvidenceSlide 3Table 11.1 Elements of Physical EvidenceTypes of Servicescapes (see Table 11.3, p. 321)Types of ServicescapesComplexity of ServicescapesRoles of the ServicescapeFramework for Understanding Servicescape Effects on BehaviorSlide 10Environmental Dimensions of the Servicescape (p. 333)Environmental Dimensions of the ServicescapeDeveloping and Effective Physical Evidence StrategyChapter 11: Physical Evidence and the ServicescapeServicescape: the actual physical _____ where the service is performed, delivered, and consumedIncludes: patient examination room in a doctor’s office; catering service: white linen cloths, eating utensils, menus, kitchenDoes not include: _______________Physical evidence: closing Gap 2Physical EvidencePhysical Evidence: the _____________ 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 (p. 317)Ex: when you visit the web site for Hyatt hotels, you can look at pictures of its newest hotels and make reservations quickly.Physical EvidencePhysical evidence important for communicating credence services (auto repair), services dominated by experience attributes (_______________________________).Table 11.1Elements of Physical EvidenceTypes of Servicescapes (see Table 11.3, p. 321)Self-service environment: customer performs most of the activities and few if any employees are involved.Interpersonal services: both customer and employee must be present in the servicescapeTypes of ServicescapesRemote service: employee only; little or no customer involvement with the servicescape.Complexity of ServicescapesLean environment: simple; few elements, spaces, and pieces of equipmentCoinstar is a self-service coin-counter found in many supermarkets. You pour your coins in, and the machine counts the coins and gives you bills for an 8.9% fee.Elaborate environment: complicates servicescape; many elements and forms: golf course, restaurant, insurance companyRoles of the ServicescapePackage: convey an external image of what is insideFacilitator: aids the performance of customers and employees; can facilitate or inhibitEx: ENTRANCE and EXIT signsSocializer: helps convey expected roles, behaviors, and relationships of customers and employees; where you can/cannot be; how should you act?Differentiator: differentiate firm from competitors and communicate intended market segmentFramework for Understanding Servicescape Effects on BehaviorBehaviors in the ServicescapeIndividual Behaviors: response to physical settingServicescapes can create an approach or avoidance behaviorApproach behavior: (positive) - spending money, interacting with employees, browsing, being brand loyal to a serviceAvoidance behavior: (negative) - many customers will not shop the day after Thanksgiving because of the crowdsFramework for Understanding Servicescape Effects on BehaviorSocial Interactions: nature and quality of customer and employee interactionsphysical proximity, seating arrangements define the possibilities and limits of social episodesEnvironmental Dimensions of the Servicescape (p. 333)Ambient conditions: temperature, lighting, noise, music, scent, and colorExample: bakery shop, an air-conditioned hotel, bookstore and coffee shop, movie theaterAmbient conditions will have greatest effect on customer behavior where is greatest in the servicescapeEnvironmental Dimensions of the ServicescapeSigns, Symbols, and ArtifactsHelp communicate nature of business to customersEx: The McDonald’s arches and the Toys ‘R’ Us mascot Geoffrey GiraffeDeveloping and Effective Physical Evidence StrategySteps:1. Recognize the strategic impact of physical evidence2. Map the physical evidence of service3. Clarify roles of the servicescape4. Assess and identify physical evidence opportunities5. Be prepared to update and modernize the evidence6. Work