PHYSICAL EVIDENCE AND THE

SERVICESCAPE
Chapter 10
Donna J. Hill, Ph.D.
Service Marketing
Spring 2000
Servicescape
 Physical facility ---
(interior & exterior)
 Ambient conditions
---(temp. colors,
noises, smells)
 Other tangibles
 Table 10-1
Elements of Physical Evidence
Servicescape Other tangibles

Facility exterior Business cards

Exterior design Stationery
Signage Billing statements
Parking Reports
Landscape Employee dress
Surrounding environment Uniforms
Brochures
Facility interior Internet/Web pages
Interior design
Equipment
Signage
Layout
Air quality/temperature
Impact of Service Environment
 Purchase decision
 Expectations
 Service quality
evaluations
 Satisfaction
 Table 10-2
Examples of Physical Evidence from the
Customer’s Point of View
Service Physical evidence
Servicescape Other tangibles
Insurance Not applicable Policy itself
Billing statements
Periodic updates
Company brochure
Letters/cards
Hospital Building exterior Uniforms
Parking Reports/stationery
Signs Billing statements
Waiting areas
Admissions office
Patient care room
Medical equipment
Recovery room
Airline Airline gate area Tickets
Airplane exterior Food
Airplane interior (décor, seats, air Uniforms
quality)
Express mail Not applicable Packaging
Trucks
Uniforms
Computers
Sporting Parking, Seating, Restrooms Signs
event Stadium exterior Tickets
Ticketing area, Concession Areas Program
Entrance, Playiing Field Uniforms
 Table 10-3
Typology of Service Organizations
Based on Variations in Form
and Use of the Servicescape
Complexity of the servicescape evidence
Servicescape Elaborate Lean
usage
Self-service Golf Land ATM
(customer only) Surf 'n' Splash Ticketron
Post office kiosk
Internet services
Express mail drop-off
Interpersonal Hotel Dry cleaner
services Restaurants Hot dog stand
(both customer and Health clinic Hair salon
employeee) Hospital
Bank
Airline
School
Remote service Telephone company Telephone mail-order desk
(employee only) Insurance company Automated voice-messaging-
Utility based services
Many professional services
 Roles of the Servicescape
 Package
 Facilitator
 Socialize
 Differentiator
 Figure 10-3
A Framework for Understanding
Environment-user Relationships
in Service
HOLISTIC
Organizations
INTERNAL BEHAVIOR
PHYSICAL
ENVIRONMENTAL ENVIRONMENT RESPONSES
DIMENSIONS Cognitive
Emotional
Physiologica
l Individual
Behaviors
Employee
Responses
Ambient Social
Conditions Interactions
Perceived between and
Space/Function Servicescap among
e customer and
Signs, Symbols, employees
and Artifacts
Customer
Responses
Individual
Behaviors
Cognitive
Emotional
Source: Adapted from Mary Jo Bitner, “Servicescapes.” Physiologica
l
 Framework for Understanding
Servicescape Effects on Behavior
Internal Responses
– Cognitive --- knowledge structure
– Affective ---feelings & emotions
– Physiological--- changes in
 Knowledge Structures
 Beliefs
 Categorization
 Symbolic Meaning
 Emotional
 Mood
 Attitude
 Affective Responses
Arousing

Distressing Exciting

Unpleasant Pleasant

Gloomy Relaxing

Sleeping
 Physiological Responses
 Heart beat rate
 Pupil dilation
 Tears
 Perspiration
 Pain
 Physiological Responses
Cognitive

Physiological Behavioral

Affective
 Individual Behaviors
Created by Servicescape
 Approach behaviors
 Avoidance behaviors
 Arousal seekers
 Arousal avoiders
 Environmental stimuli
screeners
 Environmental stimuli
nonscreeners
 Social Interactions
 Betweenand among customers and
employees
 Environmental Dimensions
 Ambient Conditions
 Spatial Layout and Functionality
 Signs, Symbols and Artifacts
 Perceptions of Crowding
 Environmental cues
 Shopping motives
 Constraints
 Expectations of
crowding
 Impact of Crowding
Short-term Long-term
 Affective reactions  Less confidence in
 Reduce browsing purchase decision
 Adjust purchases  Dissatisfied with

 Reduce interaction experience

 Reduce image of firm
with employees
 Modify future purchase
intentions
 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
.
Servicescape Positioning
Cost Efficiency

Firm
l)
ica

e e s
n

o y
ch

p l
m
(Te

E Customer
Service
s
Quality (Functional) Customization
 Objectives and Goals
 Customization  Meet Needs of
Customers
 Meet needs of
 Functional Service
customers
 Maximize employee
 Technical Service
efficiency
 Reduce costs and
 Cost Efficiency increase productivity
 Choosing the Location
 Operational Position
 Merchantability
 Traffic interception
 Cumulative competitive
attraction
 Competitive compatibility
 Accessibility
 Physical Facility
• Exterior Appearance •Interpersonal Factors
• Interior Appearance •Employee Appearance
• Ambient Conditions •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.
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.
Entertainment Services
SpectatorSports
Recreational Theme Parks