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McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter
Physical Evidence and the
Servicescape
10
▪ Physical Evidence
▪ Types of Servicescapes
▪ Strategic Roles of the Servicescape
▪ Framework for Understanding Servicescape
Effects on Behavior
▪ Guidelines for Physical Evidence Strategy
10-2
Objectives for Chapter 10:
Physical Evidence and the Servicescape
▪ Explain the impact of physical evidence, particularly the
servicescape, on customer perceptions and experiences.
▪ Illustrate differences in types of servicescapes, the roles
played by the servicescape, and the implications for strategy.
▪ Explain why the servicescape affects customer and employee
behavior, using a framework based in marketing,
organizational behavior, and environmental psychology.
▪ Present elements of an effective physical evidence strategy.
10-3
Physical Evidence
▪ “The environment 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.”
▪ Physical facility = Servicescape
10-4
Elements of Physical Evidence
10-5
Examples of Physical Evidence from
the Customer’s Point of View
10-6
How Does Physical Evidence Affect the
Customer Experience?
Flow
Meaning
Satisfaction
Emotional connections to company
Clue management: the process of clearly
identifying and managing all the various clues
that customers use to form their impressions
and feelings about the company.
10-7
Typology of Service Organizations Based on Form
and Use of the Servicescape
10-8
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
10-9
Speedi-Lube Spells Out the Service Offering
10-10
A Framework for Understanding Environment-User
Relationships in Service Organizations
10-11
Understanding Servicescape
Effects on Behavior
▪ Stimulus-organism-response theory
▪ Stimulus = multidimensional environment
▪ Organism = customers and employees
▪ Response = behaviors directed at the environment
10-12
Individual Behaviors in the Servicescape
▪ Environmental psychologists suggest that
people react to places with two general, and
opposite forms of behavior:
▪ Approach: all positive behaviors that might be
directed to a place
▪ Desire to stay, explore, work, affiliate
▪ Shopping enjoyment, spending time and money
▪ Avoidance: negative behaviors
▪ Desire not to stay, etc.
10-13
Social Interactions in the Servicescape
▪ All social interaction is affected by the physical
container in which it occurs
▪ Customer-employee
▪ Customer-customer
▪ Scripts (particular progression of events)
▪ Physical proximity
▪ Seating arrangements
▪ Size
▪ Flexibility
10-14
Internal Responses to the Servicescape
▪ Cognition: environment can affect beliefs about a place
and the people and products found in that place
▪ Emotion: color, décor, music, scent affect mood
▪ Pleasure/displeasure
▪ Degree of arousal (amount of stimulation)
▪ Physiology: volume, temperature, air quality, lighting
can cause physical discomfort and even pain
▪ Ergonomics
10-15
Variations in Individual Response
▪ Personality differences
▪ Arousal seekers vs. arousal avoiders
▪ Environmental screeners
▪ Purpose for being in the servicescape
▪ Business/pleasure
▪ Utilitarian/hedonistic
▪ Temporary mood state
10-16
Environmental Dimensions
 Ambient Conditions: affect the 5 senses, but may be
imperceptible or affect us subconsciously
◦ Temperature, lighting, noise, music, scent, color
 Spatial Layout and Functionality: size, shape, and arrangement
of machinery, equipment, and furnishings and the ability of such
to facilitate customer and employee goals
◦ Accessibility, aesthetics, seating comfort
 Signs, Symbols, Artifacts: explicit or implicit communication of
meaning; often culturally embedded; important in forming first
impressions
◦ Way-finding, labels, rules of behavior, creating aesthetic impression
10-17
Cheers: The Third Place
10-18
Guidelines for Physical Evidence 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.
▪ Update and modernize the evidence.
▪ Work cross-functionally
10-19
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