Elements of Physical Evidence presenatation.pptx

physical evidence

1. Elements of Physical Evidence Source: Valarie A. Zeithaml, Mary Jo Bitner, Dwanye D. Gremler, Ajay Pandit, Services Marketing - Integrating Customer Focus Across the Firm, McGraw Hill (2018). ‹#›

2. Examples of Physical Evidence from the Customer’s Point of View ‹#›

3. TYPES OF SERVICESCAPES Suggests three types of service organizations that differ on this dimension. Self-service environment Remote service Interpersonal services ‹#›

4. 1. Self-service environment the customer performs most of the activities and few if any employees are involved. ‹#›

5. Examples ATMs, movie theaters, check-in kiosks at airports, self-service entertainment such as golf and theme parks, and online services. ‹#›

6. What should organisation do ? attracting the right market segment , making the facility pleasing and easy to use , and creating the desired service experience for the customer. ‹#›

7. 2. Remote service has little or no customer involvement with the servicescape. ‹#›

8. Examples Telecommunications, utilities, financial consultants, editorial, and mail-order services. ‹#›

9. What should organisation do ? to keep employees motivated and to facilitate productivity, teamwork, operational efficiency ‹#›

10. 3. Interpersonal services are placed between the two extremes and represent situations in which both the customer and the employee are present and active in the servicescape. ‹#›

11. Examples hotels, restaurants, hospitals, educational settings, and banks. In these situations, the servicescape must be designed to attract, satisfy, and facilitate the activities of both customers and employees simultaneously. ‹#›

12. What should organisation do ? Special attention must also be given to how the servicescape affects the nature and quality of the social interactions between and among customers and employees. ‹#›

13. Example A cruise ship provides a good example of a setting in which the servicescape must support customers and the employees who work there, as well as facilitate interactions between and within the two groups. ‹#›

14. Servicescape Complexity 1. Lean servicescape : Some service environments are very simple, with few elements, few spaces, and few pieces of equipment. ‹#›

15. For lean servicescapes, design decisions are relatively straightforward, especially in self service or remote service situations in which there is no interaction among employees and customers. ‹#›

16. Examples Information kiosks and FedEx drop-off kiosks are considered lean environments because both provide service from one simple structure. ‹#›

17. 2. Complicated Servicescape: - many elements and many forms. They are termed elaborate environments. ‹#›

18. Example A hospital with its many floors and rooms, sophisticated equipment, and complex variability in functions per formed within the physical facility. For example, a patient’s hospital room can be designed to enhance patient comfort . ‹#›

19. STRATEGIC ROLES OF THE SERVICESCAPE the servicescape is frequently one of the most important elements used in positioning a service organization ‹#›

20. Package Physical evidence essentially “wrap” the service and convey to consumers an external image of what is “inside.” ‹#›

21. Product packages are designed to portray a particular image as well as to evoke a particular sensory or emotional reaction . ‹#›

22. Example Recognizing the power of retail environment design, Starbucks is on a path to create unique environments for its 23,000 stores so that they don’t all have the look and feel of a store straight out of Seattle . ‹#›

23. The goal behind this sophisticated approach to design is to have every store feel not like a “mass produced” replica , but rather like a local coffee shop ‹#›

24. Facilitator How the setting is designed can enhance or inhibit the efficient flow of activities in the service setting. ‹#›

25. For example an international air traveler who finds himself in a poorly designed airport with few signs, poor ventilation, and few places to sit or eat will find the experience quite dissatisfying, and employees who work there will probably be unmotivated as well. ‹#›

26. The same international traveler will appreciate seats on the airplane conducive to work and sleep. ‹#›

27. Socializer The design of the servicescape aids in the socialization of both employees and customers in the sense that it helps convey expected roles, behaviors, and relation ships. ‹#›

28. For example The design of the facility can also suggest to customers what their role is relative to employees, what parts of the servicescape they are welcome in and which are for employees only, how they should behave while in the environment, and what types of interactions are encouraged. ‹#›

29. For example In many Starbucks locations, the company has designed a more traditional coffeehouse environment for customers to spend social time rather than coming in for a quick cup of coffee on the run. ‹#›

30. To encourage this type of socializing, these Starbucks locations have comfortable lounge chairs, tables, and Wi-Fi set up to encourage customers to interact and to stay longer. The goal is to be the customer’s “third place”; that is, a place where customers think of spending time when not at work or at home ‹#›

31. Differentiator The design of the physical facility can differentiate a firm from its competitors and signal the market segment that the service is intended for. ‹#›

32. Example In shopping malls the signage, colors used in decor and displays, and type of music wafting from a store signal the intended market segment . ‹#›

33. The design of a physical setting can also differentiate one area of a service organization from another. ‹#›

34. For example In the hotel industry, one large hotel may have several levels of dining possibilities, each signaled by differences in design. Price differentiation is also often partially achieved through variations in physical setting. ‹#›

35. Example Bigger rooms with more physical amenities cost more, just as larger seats with more leg room (generally in first class) are more expensive on an airplane ‹#›

36. Environmental Dimensions of the Servicescape - Example lighting, color, signage, textures, quality of materials, style of furnishings, layout, wall decor, temperature, and so on. ‹#›

37. Ambient Conditions Ambient conditions include background characteristics of the environment such as temperature, lighting, noise, music, scent, and color. ‹#›

38. For example, When there is music, shoppers tend to perceive that they spend less time shopping and in line than when there is no music. Slower music tempos at lower volumes tend to make people shop more leisurely, and in some cases, they spend more. ‹#›

39. Spatial Layout Spatial layout refers to the ways in which machinery, equipment, and furnishings are arranged; the size and shape of those items; and the spatial relationships among them. ‹#›

40. Functionality Functionality refers to the ability of the same items to facilitate the accomplishment of customer and employee goals. ‹#›

41. Particularly important for customers in self-service environments, where they must perform the service on their own and cannot rely on employees to assist them. ‹#›

42. Example Thus, the functionality of an ATM machine and of self-serve restaurants, gasoline pumps, and Internet shopping are critical to success and customer satisfaction. ‹#›

43. The importance of facility layout is particularly apparent in retail, hospitality, and leisure settings, where research shows it can influence customer satisfaction, store performance, and consumer search behavior ‹#›