Chapter11-1

Physical Evidence and the 11

Servicescape
 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.
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Objectives for Chapter 11:

Physical Evidence and the Servicescape
 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

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Examples of Physical Evidence from

the Customer’s Point of View
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Typology of Service Organizations Based on

Form and Use of the Servicescape
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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 Environment-

User Relationships in Service Organizations
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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.
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Speedi-Lube Spells Out the Service

Offering
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Cheers: The Third Place

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Some Tangible Cues and/or Facilitating

Goods at Buffalo Wild Wings Restaurant

NTN system trivia game pad where Special Promotions…

Cup with BW3 logo… customers can compete with fellow
restaurant patrons and others playing
it all around the country.

The pager to let you know

The menu…
when your food is ready…