1. PHYSICAL EVIDENCE AND THE SERVICESCAPE Chapter 10
Donna J. Hill, Ph.D.
Service Marketing
Spring 2000

2. Servicescape Other tangibles
Physical facility ---(interior & exterior)
Ambient conditions ---(temp. colors, noises, smells)
Other tangibles

3. Table 10-1 Elements of Physical Evidence

4. Impact of Service Environment
Purchase decision
Expectations
Service quality evaluations
Satisfaction

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

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

7. Roles of the Servicescape
Package
Facilitator
Socialize
Differentiator

8. 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.”

9. Framework for Understanding Servicescape Effects on Behavior
Internal Responses
Cognitive --- knowledge structure
Affective ---feelings & emotions
Physiological--- changes in

10. Knowledge Structures
Beliefs
Categorization
Symbolic Meaning

11. Emotional
Mood
Attitude

12. Affective Responses Arousing Distressing Exciting Unpleasant Pleasant
Gloomy
Relaxing
Sleeping

13. Physiological Responses
Heart beat rate
Pupil dilation
Tears
Perspiration
Pain

14. Physiological Responses
Cognitive
Physiological
Behavioral
Affective

15. Individual Behaviors Created by Servicescape
Approach behaviors
Avoidance behaviors
Arousal seekers
Arousal avoiders
Environmental stimuli screeners
Environmental stimuli nonscreeners

16. Social Interactions
Between and among customers and employees

17. Environmental Dimensions
Ambient Conditions
Spatial Layout and Functionality
Signs, Symbols and Artifacts

18. Perceptions of Crowding
Environmental cues
Shopping motives
Constraints
Expectations of crowding

19. Impact of Crowding Short-term Long-term Affective reactions
Reduce browsing
Adjust purchases
Reduce interaction with employees
Less confidence in purchase decision
Dissatisfied with experience
Reduce image of firm
Modify future purchase intentions

20. Maximizing the Service Environment
1. Recognize strategic impact.
2. Blueprint
3. Clarify roles of the Servicescape
4. Assess and identify physical evidence
opportunities.
5. Update and modernize .

21. Servicescape Positioning
Cost Efficiency
Firm
(Technical)
Employees
Customers
Service
Quality
(Functional)
Customization

22. Objectives and Goals Customization Meet Needs of Customers
Functional Service
Technical Service
Cost Efficiency
Meet Needs of Customers
Meet needs of customers
Maximize employee efficiency
Reduce costs and increase productivity

23. Choosing the Location Operational Position Merchantability
Traffic interception
Cumulative competitive attraction
Competitive compatibility
Accessibility

24. Physical Facility Exterior Appearance Interior Appearance
Ambient Conditions
Interpersonal Factors
Employee Appearance
Employee Behavior
Cost Efficiency: Maximize efficiency & productivity.
Customization: Focus on customers.
Technical SQ..: Maximize quality of technical output.
Functional SQ..: Maximize quality of customer
interaction.

25. Strategies to Reduce Impact of Crowding
Operations Management:
1. Modify layout of facility.
2. Reduce capacity of facility.
3. Control number of customers in facility.
4. Hire more customer contact personnel.
Perceptions Management:
1. Use signs.
2. Modify ambient conditions.

26. Entertainment Services
Spectator Sports
Recreational Theme Parks