Chapter 7 Slides-New

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Physical Evidence ² The Sixth ¶P·

Chapter 7



Learning Objectives

In this chapter, we will

Introduce the tem servicescapes

Discuss office designs for employees Discuss designs of service areas for

customers

Define the elements that constitute physical

evidence



What is Phy sical Evidence ?

³any tangibles that may result in an

impression being formed about the servicebrand´

Eg: its buildings, parking lots, signage, appearance of

company people, stationery, bills sent to customers,visiting cards etc.



Servicescapes

A term popularised by Zeithaml and Jo Bitner.

³Like a landscape, the servicescape creates amood, a longing, an attraction or a desire to visit

the service provider , in

the context of a servicepurchase.´ (a well laid out mall)

The feelings evoked in a customer can beaffected by;

1. The physical aspects of the building housing the service provider.

2. Its ambience3. Its level of cleanliness

4. The dress wor n by the service provider¶s employees

5. And even the number and type of customers present when heenters or avails of the service being provided.



Servicescapes for Phy sical and Remote

Services

The servicescape, or the design of the

service facility, has the maximum impact

when the customer physically uses the

facility.

There are some services that he may be able

to access over the phone, or on the inter net.

Here, the tangibles may be the quality of thevoice on the phone, or the design of the web

page he goes to.



Attracting Customers ² Signage of a Brand

Customers may be attracted by the looks of the

service provider.

The signage of a brand can do the job well if it¶s

pleasant and stands out.

Eg: The colourful logo of ICICI can be a

customer-puller while the SBI logo which is dull

can

give anegative impressio

n.



Pleasure in Doing Business

Bank A Bank B

Pleasantly decorated

Air-conditioned reception

hall

People greet customers

with a pleasant smile

Surroundings are dingy

Poorly ventilated

Broken windows

Dirty curtains and

Unswept floors greet

customers

W hich Bank would you prefer ?



Post ² purchase Satisfaction

Even after the customer has consumed a

service, he may remember the tangible

features of the service brand, and look

forward to going there the next time, if they

were pleasant.

Dissonance may set in if he has been in unpleasant surroundings at the service

provider.



The Importance of Design

Designs are highly subjective, and a matter of

individual taste.

In service sector, the provider is not doing it

for himself, but for the customers and

employees.

Therefore, the views of the customers or

employees can be used in designing thefacilities, because these facilities will be used

mostly by these groups.



Lig ht, Sound, Music

The ambience is an important aspect in design.

Every different ambience attracts different

customers. For Eg: A theme restaurant with an aquarium, and a waterfall,

may provide one kind of ambience.

A rural theme can bring out plantain leaves instead of plates and different seating arrangements from the usual

table and chair.

A dance floor may bring in certain types of customers,while others may prefer a quiet ambience.



Theme Parks

Theme parks offer differing ambience. For Eg:

Some are built around cartoon characters like Mickey

Mouse, or Asterix.

There are others with a variety of water slides, swimmingetc.

Sea-shore parks have shows in which marine animals like

Seals, Sea Lions, and Dolphins perform.

Each of these parks tries to create an

ambience suitable to its audience, its theme, and

its surroundings.



Petroleum Outlets

Cleanliness, moder nity are as important as

the fuels and services sold by the outlets.

Eg: Bharat Petroleum

T his serves a dual purpose of Information

and Promotion.



Buses

In most states, govt. buses are poorly maintained,

unwashed and look neglected.

This gives a poor impression to the person travelling

in them. On the same routes in some states, there are

colourful and well-maintained buses run by private

operators.

In terms of physical evidence as well ascomfort, many long distance bus routes are

dominated by the private players.



Movie Theatres

Movie-going is now an experience, andneeds to be marketed as such, todifferentiate it from the VCD or home theatre.

One of the major attractions should be theambience, or the physical evidence of the³servicescape´.

The new multiplexes in are trying to attract all

types of audiences, including families, whohave largely disappeared from movietheatres.



T hank You !!!

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