Services Marketing

“Physical Evidence and

Service Scape”

1
 E Everything that a company
The Physical Evidence physically exhibits to the
customer
The environment in which the service is delivered and where the firm and
the customer interacts and any tangible commodities that facilitate
performance or communication of the service

Closing GAP 2
Elements of Physical Evidence
Physical environment designed in the
Service Scape service outlet
Exterior Facility Interior Facility
Exterior Design Interior Design
Signage Equipments
Parking Signage
Landscape Layout
Surrounding Environment Air Quality
Elements of Physical Evidence

Other Tangibles
Business Card Employee Dress
Stationery Uniform
Billing Statements Brochures
Reports Web Pages
Role of Evidence in Service Marketing

Shaping First
Ipressions

Socializing
employees Managing
Trust

Role of
Evidence

Providing Facilitating
sensory quality of
stimuli service

Changing the
Image

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The ServiceScape
Concept developed by Booms and Bitner

"the environment in which the service is assembled and in which the

seller and customer interact, combined with tangible commodities that
facilitate performance or communication of the service"

Types Elaborate Lean

Complicated, many simple; few

elements and forms elements, spaces,
pieces of equipment

Customer
Golf Course, Theme Gymnasium, ATMs,
A SELF SERVICE
SERVICESCAPE Only parks, Malls Internet Centers

Hotels, hospitals, Dry Cleaner, Video

AN INTERPERSONAL Employee
SERVICESCAPE & schools & banks Library, Hair Saloon
Customer

A REMOTE Employee Utility, insurance Automated Voice

SERVICESCAP Only Messaging
Roles of ServiceScape
Plays 4 important roles

Conveys an external image – Visual metaphor for

Package an intangible service

A well designed facility can make the service a

Facilitator pleasure to experience from the customer’s point of
view and a pleasure to perform from the employees
point of view

Socializer Helps convey expected roles, behaviors and

relationships

From competitors
Differentiator
 Framework – Service Scape effects on
Behavior
“Stimulus – Organism – Response “ - Theory

Multidimensional Customers Behaviour

Environment and Directed to the
Employees environment

Stimulus Organism Response

SOR model establishes the relationship between environmental factors and

consumer response

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 Stimulus Internal Responses Response/Behaviour
Cognitive Emotional Physiological Individual
Beliefs Mood Pain
Categorization Attitude Comfort
Behaviors
Affiliation
Symbolic Meaning Movement
Exploration
Stay Longer
Commitment
Ambience Carry out plan
•Temperature
•Air Quality
•Noise
Employee
•Music
•Odor Responses
Social
Space Interactions
•Layout
•Equipment Between and among
customers and
•Furnishings
employees
Customer
Signs
•Signage Responses
•Style Individual
•Decor Behaviors
Attraction
Stay/Explore
Spend Money
Cognitive Emotional Physiological Return
Beliefs Mood Pain Carry Out plan
Categorization Attitude Comfort
Symbolic Meaning Movement
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Framework – Service Scape effects on
Behavior
Behaviors in the ServiceScape

Individual Behavior

Social Interactions

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 Individual Behavior

The human behavior is influenced by

the physical settings in which it occurs

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Response/Behaviour
Individual Behaviour

Approach

Positive behavior directed towards a particular place like desire to

stay, work, explore etc

Avoidance
Negative behavior directed towards a particular place like desire not
to stay, not to work, not to explore etc

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 Social Behavior

The ServiceScape influences the nature and quality of

customer and employee interaction
Environmental variables such as propinquity, seating arrangements,
size and flexibility can define the possibilities and limits of social
episodes

Self service firms will be interested in predicting and understanding

customer behavior.

Remote service firms will focus on employee behavior – productivity,

affiliation with co workers

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Internal Responses

Employees and Customers respond to dimensions of their

physical surroundings in three ways

Cognitively Emotionally Physiologically

Noise – Discomfort
Beliefs Happy, Relaxed AC – Shiver
Bright Light - Vision

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 Environmental Factors
Environmental stimuli affect the emotional states of a consumer

Ambience
•Temperature
•Air Quality
•Noise
•Music
•Odor

Space
•Layout
•Equipment
•Furnishings

Signs
•Signage
•Style
•Decor

15
Danish Max Bank rolled out their Max Café concept in 2004, where
you can “get a cafè latte, a talk with your bank manager, or see
what banking products we can offer”.

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Länsförsäkringar built their Länsförsäkringar Shops (concept
start: 2007) around the pleasurable
consumption of consumer goods.

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Developing and Effective Physical
Evidence Strategy
Steps:
1. Recognize the strategic impact of physical evidence
2. Map the physical evidence of service
3. Clarify roles of the servicescape
4. Assess and identify physical evidence opportunities
5. Be prepared to update and modernize the evidence
6. Work cross-functionally