SU 8: The Role Of The Physical Environment In Service Delivery

Question 1

Define tangibles

Answer 1

Tangible’s refer to the physical evidence associated with service delivery

Question 2

Define physical evidence

Answer 2

Physical evidence is also known as servicescape, it can be described as the environment in which the service is delivered and in which the organization and customer interact. It may also include tangible commodities such as the actual physical facility, staff uniforms, business cards, parking facilities, interior decor, brochures, equipment and other facilities

Question 3

What is an example of physical evidence as a form of communication

Answer 3

What a customer sees, hears, feels or smells when entering a service environment speaks to the customer

Question 4

What are the three main types/elements of evidence that will determine whether the intended message is conveyed successfully

Answer 4

1. Physical environment - which may include air quality, noise, smell, and cleanliness. Social factors referring to interaction between other customers and service employees
2. Communication - from the service organization to customers and employees through advertising, writing to customers, providing information for example on a website
3. Price - a customer uses price as an indication of the quality of intangible services

Question 5

Explain the Zeithaml-Bitner framework (pg 292)

Answer 5

In this framework the multi-dimensional environment is the stimulus, consumers and employees are the organisms, the response to the stimuli and behaviors directed at the environment are the responses

The assumptions are that dimensions of the servicescape will impact on both customers and employees and that they will behave in certain ways depending on their internal reactions to the cues in the servicescape

Question 6

Define ambient conditions

Answer 6

It affects how people feel, think and react to a particular servicescape

Question 7

Explain spatial layout

Answer 7

Ways in which furniture is arranged, size and shapes, space between items

Question 8

The importance of the 1. _____ to customers is illustrated by how 2. ______ customers 3. _____ about it when the 4. _____ does not meet their expectations.

Answer 8

1. Physical environment
2. Frequently
3. Complain
4. Physical environment

Question 9

What are ways a physical environment can be used as a competitive advantage

Answer 9

> branches
website
showrooms
pop-up stops