Physical evidence/Servicescape Flashcards
physical evidence
“the enviroment in which service is delivered and where the firm and customer interact, and any tanglible commodities that facilitate performance or communication of the service
phsyical facilitiy
the service scape (think landscape)
Clue management
the process of clearly identifying and managing all the various clues that customers use to form their impressions and feelings about the company
mechanic clues
physical and tangible clues
how does physical eveidence and service scape effect customer experience?
-the flow of experience
-meaning that customers attach to experience
-satisfaction
-emotional connection to service provider
-social, personal interaction with other customers
types of servicescapes
-self service (customer only)
-interpersonal (customer & employee)
-remote service (employee only)
Strategic roles of the servicescape
- Package
- Facilitator
- Socializer
- Differentiator
Package
-wraps the service
-sets expectations, sensory/emotional reaction, influences perceptions
-employee dress, outward appearance
Facilitator
-facilitates flow of service delivery process
-“how do i act?”
-“how does this work?”
-facilitates service delivery
-pleasant experience for customer and experience
Socializer
-facilitates interaction between:
1. customer and employees
2. customers and fellow customers
-conveys roles, relationship, and behaviors
Differentiator
-sets provider apart from competition
-can be used to reposition a firm
-price differentiation in physical setting
Guidelines for physical evidense strategy
-recognize strategic impact of physical evidense
-blueprint physical evidense
-calrify strategic roles of servicescape
-identify physical evidence opportunities
-update/modernize the evidence
-work cross-functionally, build plans - consistancy
