1. © 2000 The McGraw-Hill Companies
Chapter 10
PHYSICAL EVIDENCE AND THE SERVICESCAPE
McGraw-Hill
© 2000 The McGraw-Hill Companies

2. Objectives for Chapter 10: Physical Evidence and the Servicescape
Explain the impact on customer perceptions of physical evidence, particularly the servicescape
Illustrate differences in types and roles of servicescapes and their implications for strategy
Explain why the servicescape affects employee and customer behavior
Analyze four different approaches for understanding the effects of physical environment
Present elements of an effective physical evidence strategy

3. Table 10-1 Elements of Physical Evidence

4. Table 10-2 Examples of Physical Evidence from the Customer’s Point of View

5. Table 10-3 Typology of Service Organizations Based on Variations in Form and Use of the Servicescape

6. Figure 10-3 A Framework for Understanding Environment-user Relationships in Service Organizations
PHYSICAL
ENVIRONMENTAL
DIMENSIONS
HOLISTIC
ENVIRONMENT
INTERNAL
RESPONSES
BEHAVIOR
Cognitive
Emotional
Physiological
Individual Behaviors
Employee Responses
Ambient Conditions
Space/Function
Signs, Symbols, and Artifacts
Perceived
Servicescape
Social Interactions between and among customer and employees
Customer Responses
Individual Behaviors
Cognitive
Emotional
Physiological
Source: Adapted from Mary Jo Bitner, “Servicescapes.”