COPYRIGHT ©2002 Thomson Learning, Inc. Thomson Learning  is a trademark used herein under license. ALL RIGHTS RESERVED.v C hapter 9 M ANAGING T HE F IRM’S P HYSICAL E VIDENCE

COPYRIGHT ©2002 Thomson Learning, Inc. Thomson Learning  is a trademark used herein under license. ALL RIGHTS RESERVED.v THE ROLE OF PHYSICAL EVIDENCE  Packaging the service  conveys expectations  physical evidence => quality cues => image development  influences perceptions  image development => reduces perceived risk => reduces cognitive dissonance after the purchase

COPYRIGHT ©2002 Thomson Learning, Inc. Thomson Learning  is a trademark used herein under license. ALL RIGHTS RESERVED.v THE ROLE OF PHYSICAL EVIDENCE  Facilitates the flow of the service delivery process  provides information  how am I to act?  facilitates the ordering process  how does this work?  manages consumers  barriers separate different consumer groups or help to isolate the technical core

COPYRIGHT ©2002 Thomson Learning, Inc. Thomson Learning  is a trademark used herein under license. ALL RIGHTS RESERVED.v THE ROLE OF PHYSICAL EVIDENCE  Socializes employees and customers  uniforms  identify the firm’s personnel  physical symbol that embodies the group’s ideals and attributes  implies a coherent group structure  facilitates perceptions of consistent performance  assists in controlling deviant members

COPYRIGHT ©2002 Thomson Learning, Inc. Thomson Learning  is a trademark used herein under license. ALL RIGHTS RESERVED.v THE ROLE OF PHYSICAL EVIDENCE  Provides a means for differentiation  well-dressed personnel are perceived as:  more intelligent  better workers  more interactive

COPYRIGHT ©2002 Thomson Learning, Inc. Thomson Learning  is a trademark used herein under license. ALL RIGHTS RESERVED.v UNDERSTANDING THE USE OF PHYSICAL EVIDENCE IN CREATING SERVICE ENVIRONMENTS  The SOR Model  SOR  stimulus => organism => response  Stimulus  environmental stimuli  physical environmental dimensions

COPYRIGHT ©2002 Thomson Learning, Inc. Thomson Learning  is a trademark used herein under license. ALL RIGHTS RESERVED.v UNDERSTANDING THE USE OF PHYSICAL EVIDENCE IN CREATING SERVICE ENVIRONMENTS  The SOR Model  Organism  human element  who should the service firm be developed for?  Self-service vs. interpersonal vs. remote  attempting to create emotional states  pleasure (leads to satisfactions)  arousal (leads to stimulation)  dominance (leads to control)

COPYRIGHT ©2002 Thomson Learning, Inc. Thomson Learning  is a trademark used herein under license. ALL RIGHTS RESERVED.v UNDERSTANDING THE USE OF PHYSICAL EVIDENCE IN CREATING SERVICE ENVIRONMENTS (SERVICESCAPES)  The SOR Model  Response  moderators  acceptance of stimuli (age, personal values, etc.)  actual response  cognitive  beliefs, categorization, symbolic meaning  emotional  mood, attitudes  physiological  pain, comfort, movement, physical fit

COPYRIGHT ©2002 Thomson Learning, Inc. Thomson Learning  is a trademark used herein under license. ALL RIGHTS RESERVED.v COMPONENTS OF THE PHYSICAL ENVIRONMENT  Facility exterior  exterior design  signage  parking  landscaping  surrounding environment

COPYRIGHT ©2002 Thomson Learning, Inc. Thomson Learning  is a trademark used herein under license. ALL RIGHTS RESERVED.v COMPONENTS OF THE PHYSICAL ENVIRONMENT  Facility interior  interior design (warm colors)  red  love, romance, sex, courage, danger, fire, sinful, warmth, excitement, vigor, cheerfulness, enthusiasm, and stop  yellow  sunlight, warmth, cowardice, openness, friendliness, gaiety, glory, brightness, caution  orange  sunlight, warmth, openness, friendliness, gaiety, glory

COPYRIGHT ©2002 Thomson Learning, Inc. Thomson Learning  is a trademark used herein under license. ALL RIGHTS RESERVED.v COMPONENTS OF THE PHYSICAL ENVIRONMENT  Facility interior  interior design (cool colors)  blue  coolness, aloofness, fidelity, calmness, piety, masculine, assurance, sadness  green  coolness, restful, peace, freshness, growth, softness, richness, go  violet  coolness, retiring, dignity, rich

COPYRIGHT ©2002 Thomson Learning, Inc. Thomson Learning  is a trademark used herein under license. ALL RIGHTS RESERVED.v COMPONENTS OF THE PHYSICAL ENVIRONMENT  Facility interior  interior design  equipment  layout  grid vs free-flow  temperature

COPYRIGHT ©2002 Thomson Learning, Inc. Thomson Learning  is a trademark used herein under license. ALL RIGHTS RESERVED.v COMPONENTS OF THE PHYSICAL ENVIRONMENT  Other tangible evidence  business cards  stationary  billing statements  CP&L statement  reports  brochures  employee performance  employee appearance

COPYRIGHT ©2002 Thomson Learning, Inc. Thomson Learning  is a trademark used herein under license. ALL RIGHTS RESERVED.v CREATING SERVICE ATMOSHPERES  Sight appeals  size, shape, colors, contrast, clash, location, architecture, signs, entrance, and lighting  Sound appeals  music, announcements, and sound avoidance

COPYRIGHT ©2002 Thomson Learning, Inc. Thomson Learning  is a trademark used herein under license. ALL RIGHTS RESERVED.v CREATING SERVICE ATMOSHPERES  Scent appeals  appeals and avoidance  Touch appeals  Taste appeals

COPYRIGHT ©2002 Thomson Learning, Inc. Thomson Learning  is a trademark used herein under license. ALL RIGHTS RESERVED.v DESIGN CONSIDERATONS FOR HIGH VERSUS LOW CONTACT SERVICE FIRMS  Facility location  Facility layout  Product design  tangible and intangible components  molecular models  Process design  evaluations based on outcomes only vs. outcomes and process