PHYSICAL EVIDENCE

Physical Evidence and the servicescape

Physical Evidence. Strategic roles of the servicescape. Guidelines for Physical Evidence Strategy.

Physical Evidence
Is defines as the environment in which the service is

delivered and in which the firm and the customer interest, and any tangible commodities that facilitate performance or communication of the service.

Physical Evidence
THE PHYSICAL EVEIDENCE OF A SERVICE IS A

TANGIBLE CLUE,WHICH CREATES AN IMPRESSION ABOUT THE SERVICE OR THE SETTING OF A SERVICE OR PROVIDES THE PROOF OF SERVICE DELIVERY.
IT CONTRIBUTERS TO THE PECEPTION OF THE

QUALITY AND THE PRICE OF THE SERVICE.

Servicescape-the design of service facility

The physical surrounding or the physical facility where

the service is produced, delivered and consumed. Service create mood, an attraction or a desire to visit service in the context of service purchase. E.g. student canteen in college.

Roles of the servicescape

Package

- conveys expectations - influences perception

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

Package
The servicescape and other elements of physical evidence essentially wrap the service and convey the consumer an external image of what is inside". The physical setting perform the role of packaging for service.

Facilitator
How the service is designed can enhance or inhibit the efficient

flow of activities in the service setting, making it easier or harder for consumer and employees to accomplish their goals. For example an international air traveler who finds himself in a poorly designed airport with few signs, poor ventilation and few places to sit or eat will find the experience quit dissatisfying. The same international traveler will appreciate seats on the airplane that are conducive to work and sleep. The seating itself, part of physical surroundings.

Socialiazer
The design of the servicescape aids in the socialization of both

employee and customer in the sense that it help in convey expected roles, behavior and relationship. For example a new employee in a professional services firm would come to understand her position in the hierarchy through nothing her office assignment, the quality of her office furnishing, and her location relative to others in the organisation. The design of the facility can also suggest customers what their role is relative to employees what part of the servicescape they are welcome in and which are for employees only.

Differentiator
The design of the physical facility can differentiate a firm from its

competitor. For example the sitting arrangement in multiplex theatre.

Servicescape

Servicescape can be classified in to three types Self service Interpersonal service Remote service

Self-service

Customer performs most of the activities and very few employees are involved.

Example-ATMs -Fast food centers

Interpersonal service
Both employees and customers will be given adequate importance. Examples-Hospital -Educational institution

Remote service
Customers physical involvement in the service scape may be very little or even absent. Example-Mail order services -consultancy

Elements of 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 statements Reports Employee dress Uniforms Brochures Internet/Web pages

Examples of Physical Evidence from the Customers point of View

Physical Evidence
Service
Insurance

Servicescape
Not applicable

Other Tangibles
Policy itself Billing statements Periodic updates Company brochure Letters/cards Website Uniforms Reports/stationery Billing statements Website

Hospital

Building exterior Parking Signs Waiting areas Admissions office Patient care room Medical equipment Recovery room Airline gate area Airplane exterior Airplane interior(decore,seates,air quality) Not applicable

Airline

Tickets Food Uniforms Website Packaging Trucks Uniforms Computers Website

Express mail

Sporting event

Parking Stadium exterior Ticketing area Entrance Seating Restrooms Concession areas Playing field

Signs Tickets Programs Uniforms website

Guidelines for Physical EvidenceStrategy

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. Work cross- functionally.

Recognize the strategoc impact of Physical evidence

Basic service concept must be defined. The target market must be identified. The firm broad, vision must be known

Blueprint the physical evidence of service

This is the step to map the service. Everyone should be able to see the service process and the

existing elements of service evidence-blueprint. People process and physical evidence can all be seen in the blue print.

Clarify strategic roles of the servicescape

Already disscused

Assess and identify physical evidence opportunities

Once the role of evidence and the roles of the servicescape are

understood, possible changes and improvements can be identified. Question must be asked Are there any missed opportunities to provide service evidence? Whether the current physical evidence of service suits the needs and preference of the target segment. Be prepared to update and modernize the evidence.

Work cross-functionally
The P.E decision are made by various function in the

organization for e.g. HR decide dress for employee Facility management group may decide Servicescape. Marketing department-advertising and pricing decision Therefore multifunction team approach is required to be consistent in providing P.E.

Thank you