marketing services - chap011

7/23/2019 Marketing Services - Chap011

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Physical Evidence and theServicescape

Physical Evidence

Types of Servicescapes

Strategic Roles of the Servicescape

Framework for Understanding Servicescape

Effects on Behavior

Guidelines for Physical Evidence Strategy

hapterhapter

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McGraw-Hill/Irwin Copyright 2009 by The McGraw-Hill Companies, Inc !ll


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Objectives for Chapter 11:Physical Evidence and the Servicescape

E"plain the profound impact of physical evidence#particularly the servicescape# on customer perceptions ande"periences$

%llustrate differences in types of servicescapes# the rolesplayed &y the servicescape# and the implications forstrategy$

E"plain why the servicescape affects customer and

employee &ehavior# using a framework &ased in marketing#organi'ational &ehavior# and environmental psychology$

Present elements of an effective physical evidencestrategy$


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Elements of Physical Evidence


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Examples of Physical Evidence fromthe Customers Point of Vie


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!ypolo"y of Service Or"ani#ations $ased on%orm and &se of the Servicescape


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'oles of the Servicescape

Package conveys e"pectations

influences perceptions

Facilitator facilitates the flow of the service delivery process

provides information (how am % to act)*

facilitates the ordering process (how does this work)*

facilitates service delivery

Sociali'er facilitates interaction &etween+

customers and employees

customers and fellow customers

,ifferentiator

sets provider apart from competition in the mind of the consumer


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( %rameor) for &nderstandin" Environment*&ser 'elationships in Service Or"ani#ations


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+uidelines for Physical Evidence Strate"y

Recogni'e the strategic impact of physicalevidence$

Blueprint the physical evidence of service$

larify strategic roles of the servicescape$

-ssess and identify physical evidence opportunities$

Be prepared to update and moderni'e the evidence$


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Speedi*,ube Spells Out the ServiceOfferin"


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Cheers: !he !hird Place


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11-11

Some !an"ible Cues and-or %acilitatin"+oods at $uffalo .ild .in"s 'estaurant

The pager to let you know

when your food is ready.

The menu.

up with B/0 logo. Special Promotions.1T1 system trivia game pad wherecustomers can compete with fellow

restaurant patrons and others playingit all around the country$

marketing services - chap011

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