Chapter 11

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Physical Evidence and the
Servicescape
Chapter11-1
11
 Physical Evidence
 Types of Servicescapes
 Strategic Roles of the Servicescape
 Framework for Understanding Servicescape
Effects on Behavior
 Guidelines for Physical Evidence Strategy
McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Objectives for Chapter 11:
Physical Evidence and the Servicescape
11-2
 Explain the profound impact of physical evidence,
particularly the servicescape, on customer perceptions
and experiences.
 Illustrate differences in types of servicescapes, the roles
played by the servicescape, and the implications for
strategy.
 Explain why the servicescape affects customer and
employee behavior, using a framework based in
marketing, organizational behavior, and environmental
psychology.
 Present elements of an effective physical evidence
strategy.
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Elements of Physical Evidence
11-4
Examples of Physical Evidence from
the Customer’s Point of View
11-5
Typology of Service Organizations Based on
Form and Use of the Servicescape
11-6
Roles of the Servicescape
 Package
 conveys expectations
 influences perceptions
 Facilitator
 facilitates the flow of the service delivery process
 provides information (how am I to act?)
 facilitates the ordering process (how does this work?)
 facilitates service delivery
 Socializer
 facilitates interaction between:
 customers and employees
 customers and fellow customers
 Differentiator
 sets provider apart from competition in the mind of the consumer
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A Framework for Understanding EnvironmentUser Relationships in Service Organizations
11-8
Guidelines for Physical Evidence Strategy
 Recognize the strategic impact of physical
evidence.
 Blueprint the physical evidence of service.
 Clarify strategic roles of the servicescape.
 Assess and identify physical evidence
opportunities.
 Be prepared to update and modernize the
evidence.
Speedi-Lube Spells Out the Service
Offering
11-9
11-10
Cheers: The Third Place
Some Tangible Cues and/or Facilitating
Goods at Buffalo Wild Wings Restaurant
Cup with BW3 logo…
The menu…
NTN system trivia game pad where
customers can compete with fellow
restaurant patrons and others playing
it all around the country.
11-11
Special Promotions…
The pager to let you know
when your food is ready…
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