The Service Product

AUGMENTED

Desired
Service

EXPECTED
CORE
SERVICE
SERVICE
SERVICE
Predicted
Service

POTENTIAL SERVICE

Adequate
Service

The Service Product

The Flower of Service
Consultation
Information
Advice
Auditing
Personnel Counselling

Hospitality

Direction, Schedule, prices,

Instruction for use, reminders
Confirmation of reservation

Greeting, Toilet/wash-room,
Transport, waiting facility,
Magazines, food, security

Order taking

Payment
CORE
SERVICE

Self service
Direct to payee or intermediary
Automatic deduction

Application (membership)
Entry (on site, mail etc.)
Reservation/check-in

Billing

Care taking
Child care, Coat room,
Cloak room, pick-up,
Delivery

Expectation
Special requirement
Problem Solving
Handling

Periodic Statement,
Invoices for individual
Transaction,
Machine display of a/c
due

The Service Product

The Flower of Service
Enhancing
Supplementary Products

Core Product

Reservation
Phone

Parking

Information

T
BED
FOR A
NIGHT

Room Service

Consultancy
Check In-check-out

T
T
T: Tangible

T
Meal

Billing

Supplementary Products
Porter

Physical Evidence
Servicescape
It is the environment in which the service is
delivered and where the firm and the customer
interact,
and any tangible commodities that facilitate
performance or communication of the service.

Physical Evidence

Essential:

Essential for performing the task at

hand with efficiency

Peripheral: Helps in increasing the tangibility in

terms of reassurance of quality and
reinforcing the desired image and
positioning. (This type of evidence can actually
change hands like an airline ticket, or a Insurance
policy. Chocolate or fruit basket in a hotel etc.)

Physical Evidence
Servicescape
Facility Exterior
Exterior design
Signage
Parking
Landscape
Surrounding Environment
Facility Interior
Interior design
Equipment
Signage
Layout
Air quality/Temperature

Other Tangibles
Business cards
Stationery
Billing statement
Reports
Employee dress
Brochures
Web pages
Virtual Servicescape

USE of Physical Evidence

Other Tangibles

Extensive Ph. E.
Post Office/Courier

Hospital, Resorts
Limited Ph. E.

Degree of Servicescape
SERVICESCAPE
USAGE

COMPLEXITY OF SERVICESCAPE

Elaborate
Self Service
(Customer
Only)
Interpersonal
Service

Remote
Service

Golf Land
Surf and Splash

Hotel
Restaurant
Hospital

Insurance
Telephone

Bank
Airline
Educational
Institute

Lean
ATM
Internet Service
Drop off Courier
Dry Cleaner
Drive in counters
Beauty parlour

Automated Voice
Messaging Service

Physical Evidence
ROLES

Package:

Bundle of benefits to offer expectations

and image about the service. External
wrapper of the inside experience.

Facilitator: Facilitates better service

Socialiser: C 2 C; C 2 E interactions
Differentiator: target Segment (music, facility etc.)
(price differentiation can also be achieved partially through variation in
physical evidence)

Specific tactics for Creating Service Atmospheres

Questions ??????
Who are the Firms target markets?
What does the target market seek from the service
experience?
What atmospheric elements can reinforce the beliefs
and emotions the buyers seek?
How these affect the employees too?
Does the suggested servicescape match/outmatch the
competitors?

Specific tactics for Creating Service Atmospheres

Creating Sensory appeals
Sight Appeals: Process of interpreting stimuli resulting in
perceived visual relationship.
w.r.t. SIZE, SHAPE, COLOUR
Perception on the basis of HARMONY, CONTRAST & CLASH

Quieter, Plusher & Formal Business

Exciting, Cheerful, Informal

Large Size:

Importance, Power, Success, Evidence,

Security, Prestige, stability, Low risk etc.

Small Size:

Personal care, intimate, friendly

Specific tactics for Creating Service Atmospheres

Creating Sensory appeals
Sight Appeals:
SHAPE:
Vertical: Rigid, Severe, Masculine, quality, strength, stability
Horizontal: Relaxation, restfulness
Diagonal: Progressiveness, proactiveness, movement
COLOUR:
Hue: Combination of basic RGB scheme
Value: Lightness and darkness
Shades: Darker value
Tints: Lighter values
Intensity: Brightness and dullness

Specific tactics for Creating Service Atmospheres

Creating Sensory appeals
Perception of Colours
WARM

COLOURS

COOL

COLOURS

Red
Yellow
Orange Blue
Green
Violet
Love
Sunlight
Sunlight Coolness Restfulness Coolness
Romance Warmth
Warmth Aloofness Coolness
Shyness
Sex
Cowardice Openness Fidelity Peace
Dignity
Courage
Openness Glory
Calmness Freshness Wealth
Danger
Friendliness Gaiety Masculinity
Fire
Gaiety
Friendliness
Growth
Sin
Glory
Assurance Softness
Warmth
Brightness
Richness
Excitement Caution
Ready to Go
Vigor
Cheerfulness
Enthu.

Specific tactics for Creating Service Atmospheres

Creating Sensory appeals
Sight Appeals:
LOCATION:
High contact firms should be near the market
Low Contact firms should be near the supplies like labour &
raw materials, less expensive sites
ARCHITECTURE
FIRMS SIGN
ENTRANCE
LIGHTING:
Low light: More formal, slow, customers speaks at low voice
Bright light: informal, exciting and cheerful

Specific tactics for Creating Service Atmospheres

Creating Sensory appeals
Sound Appeals:
MUSIC
ANNOUNCEMENT
SOUND AVOIDENCE

Scent Appeals:
SCENT AVOIDENCE
SCENT CREATION

Touch Appeals

Mood setter; attention grabber &

Informer

Physical Evidence

Physical Evidence: dimensions of Asian Airlines Seats

FROM: http://www.airlinequality.com/Product/seats_asia.htm
AIRLINE

Air Asia
Air Australia
Air China
Air India
Air Sahara
All Nippon Airways
Asiana Airlines
Cathay Pacific
China Airlines
China Eastern Airlines

China Southern
EVA Air
Garuda Indonesia
Japan Airlines
Jet Airways
Korean Air
Malaysia Airlines
Pakistan Int'l
Phuket Air
Philippine Airlines
Royal Brunei
Silk Air
Singapore Airlines
SriLankan Airlines
Thai Airways
Vietnam Airlines

First

Business

Premium Economy

Economy

*
*
62"
78"
*
83"
83"
79"
83"
80"
70
80"
*
83"
*
83"
80"
*
*
82"
*
*
78"
*
80"
*

*
56"
42"
48"
38"
65"
50"
60"
50"
60"
40"
47-61"
54"
62"
38"
50"
58"
60"
60"
45"
57"
38"
58"
48"
50"
52-59"

*
38"
*
*
*
38"
*
*
34"
*
*
38"
42"
*
*
*
*
*
*
*
*
*
*
*
*
*

29"
32"
34"
31-33"
30-32"
32"
34"
32"
32"
32"
33"
33"
33"
33"
31"
33"
34"
32"
31"
32"
32"
32"
32"
32"
34"
33"

Physical Evidence
Guidelines for Physical Evidence Strategy:

Recognise the strategic impact of physical evidence

Map physical evidence of service
Clarify roles of the servicescape
Assess and identify physical evidence opportunities
Be prepared to update and modernise the evidence
Work cross functionally.