PHYSICAL EVIDENCE AND THE SERVICESCAPE Chapter 10 Donna J. Hill, Ph.D. Service Marketing Spring 2000

Servicescape Other tangibles Physical facility ---(interior & exterior) Ambient conditions ---(temp. colors, noises, smells) Other tangibles

Table 10-1 Elements of Physical Evidence

Impact of Service Environment Purchase decision Expectations Service quality evaluations Satisfaction

Table 10-2 Examples of Physical Evidence from the Customer’s Point of View

Table 10-3 Typology of Service Organizations Based on Variations in Form and Use of the Servicescape

Roles of the Servicescape Package Facilitator Socialize Differentiator

Figure 10-3 A Framework for Understanding Environment-user Relationships in Service Organizations PHYSICAL ENVIRONMENTAL DIMENSIONS HOLISTIC ENVIRONMENT INTERNAL RESPONSES BEHAVIOR Cognitive Emotional Physiological Individual Behaviors Employee Responses Ambient Conditions Space/Function Signs, Symbols, and Artifacts Perceived Servicescape Social Interactions between and among customer and employees Customer Responses Individual Behaviors Cognitive Emotional Physiological Source: Adapted from Mary Jo Bitner, “Servicescapes.”

Framework for Understanding Servicescape Effects on Behavior Internal Responses Cognitive --- knowledge structure Affective ---feelings & emotions Physiological--- changes in

Knowledge Structures Beliefs Categorization Symbolic Meaning

Emotional Mood Attitude

Affective Responses Arousing Distressing Exciting Unpleasant Pleasant Gloomy Relaxing Sleeping

Physiological Responses Heart beat rate Pupil dilation Tears Perspiration Pain

Physiological Responses Cognitive Physiological Behavioral Affective

Individual Behaviors Created by Servicescape Approach behaviors Avoidance behaviors Arousal seekers Arousal avoiders Environmental stimuli screeners Environmental stimuli nonscreeners

Social Interactions Between and among customers and employees

Environmental Dimensions Ambient Conditions Spatial Layout and Functionality Signs, Symbols and Artifacts

Perceptions of Crowding Environmental cues Shopping motives Constraints Expectations of crowding

Impact of Crowding Short-term Long-term Affective reactions Reduce browsing Adjust purchases Reduce interaction with employees Less confidence in purchase decision Dissatisfied with experience Reduce image of firm Modify future purchase intentions

Maximizing the Service Environment 1. Recognize strategic impact. 2. Blueprint 3. Clarify roles of the Servicescape 4. Assess and identify physical evidence opportunities. 5. Update and modernize .

Servicescape Positioning Cost Efficiency Firm (Technical) Employees Customers Service Quality (Functional) Customization

Objectives and Goals Customization Meet Needs of Customers Functional Service Technical Service Cost Efficiency Meet Needs of Customers Meet needs of customers Maximize employee efficiency Reduce costs and increase productivity

Choosing the Location Operational Position Merchantability Traffic interception Cumulative competitive attraction Competitive compatibility Accessibility

Physical Facility Exterior Appearance Interior Appearance Ambient Conditions Interpersonal Factors Employee Appearance Employee Behavior Cost Efficiency: Maximize efficiency & productivity. Customization: Focus on customers. Technical SQ..: Maximize quality of technical output. Functional SQ..: Maximize quality of customer interaction.

Strategies to Reduce Impact of Crowding Operations Management: 1. Modify layout of facility. 2. Reduce capacity of facility. 3. Control number of customers in facility. 4. Hire more customer contact personnel. Perceptions Management: 1. Use signs. 2. Modify ambient conditions.

Entertainment Services Spectator Sports Recreational Theme Parks

Latihan Apakah yang dimaskud dengan bukti fisik, dan mengapa hal ini termasuk ke dalam bagian ilmu pemasaran Jelaskan dan berikan contoh mengapa srvicecapes memegang peran strategis dalam hal: package, facilitator, socializer, dan differentiator. Bayangkan anda memiliki foto kopi dan mesin cetak, bagaimana caranya anda akan menerapkan serivecape tipologi Bagaimana bukti fisik dapat mengatasi gap 2? Jelaskan .

Latihan (ljt) Mengapa karyawan dan pelanggan termasuk ke dalam kerangka pemahaman efek servicecape ? Gunakan pengalaman sendiri, berikan contoh kapan anda dipengaruhi oleh affected cognitively, emotionally, and phsyologically dengan menggunakan unsur serivecape. Dikerjakan oleh keloml I. Cewek, kelompok II cowok. Kel I menjawab soal, kel II menyanggah atau menyempurnakan. Jawaban diunggah di blog dengan halaman yang telah disediakan.