Servicescapes + Physical Evidence Flashcards
Define Physical Evidence
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
What is a servicescape?
A physical facility
What are the elements of a Servicescape
There are ‘Facility Exterior’ elements such as the exterior design, signage, parking etc
There are also ‘Facility Interior’ elements such as interior design, equipment, signage, air quality/temp and sound/music/scent/light
Name 5 tangible elements of Physical Evidence
Business Cards Employee dress code Brochures Virtual Servicescape Web Pages
How does Physical Evidence affect Customer Experience?
Flow
Meaning
Satisfaction
Emotional connections to company
In relation to servicescapes, what is the impact of physical surroundings on customers and employees?
Bitner (1992) says that the service is generally produced and consumed “in the factory”.
The factory may have a strong impact on customers’ perceptions of the service experienced.
Research suggests that the physical setting may influence the customer’s ultimate satisfaction with the service.
A variety of objective environmental factors are perceived by customers and employees, may respond cognitively, emotionally and physiologically to the environment.
What are the roles of the Servicescape?
PFSD
Package
Facilitator
Socialiser
Differentiator p
What are the individual behaviours in the Servicescape?
Environmental psychologists suggest that people react to places with two general forms of behaviour;
Approach - positive behaviours and a desire to stay.
Avoidance - negative behaviours and no desire to stay.
What are the social interactions in the Servicescape?
Scripts Physical proximity Seating arrangements Size Flexibility
What are the internal responses to the Servicescape?
PEC
Physiology - volume, temperature, air quality and lighting can cause discomfort and pain
Emotion - colour, decor, music and scent can affect mood
Cognition - can affect beliefs
What are the three variations in Individual Response to a servicescape?
Personality differences
Purpose for being in the servicescape
Temporary mood state
What are the three environmental dimensions of a servicescape?
Ambient conditions (temp, lighting etc..)
Spatial layout and functionality (size, shape, equipment etc..)
Signs, symbols and artefacts
