Physical Evidence in Services-hm
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Transcript of Physical Evidence in Services-hm
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PHYSICAL EVIDENCE IN SERVICES
At the end of this module the learning outcomes are
• What is the purpose of physical evidence?
• Various types of physical evidence
• Role of physical evidence
• Various types of physical evidence strategies.
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PHYSICAL EVIDENCE IN SERVICES
Suggested readings
• Services Marketing by Zeithmal and Bitner, Chapter 10, 2nd edition
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PHYSICAL EVIDENCE IN SERVICES
What is physical evidence
• Services are intangible
• Customers rely on tangible cues or physical evidence for evaluation of services
• Before purchase
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PHYSICAL EVIDENCE IN SERVICES
Elements of Physical Evidence
Facility exterior
• Exterior design
• Signage
• Parking
• Landscape
• Surrounding environment
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PHYSICAL EVIDENCE IN SERVICES
Facility interior
• Interior design
• Equipment
• Signage
• Layout
• Air quality/temperature
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PHYSICAL EVIDENCE IN SERVICES
Other Tangibles• Business cards • Stationary • Billing Statements • Reports • Employee dress • Uniforms • Brochure • Internet / web pages
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PHYSICAL EVIDENCE IN SERVICES
Services Communication through physical evidence
• Heavy Hospitals
Resorts
Childcare
• Limited Insurance
Courier service
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PHYSICAL EVIDENCE IN SERVICES
Types of physical evidence
• Self–service (customer only)
• Interpersonal services (Both customer and employee )
• Remote service (employee only)
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PHYSICAL EVIDENCE IN SERVICES
Self-Service– Customer performs most of the activities – Very few employees involved
ATMs– Various locations– Mostly self service – How should the facilities be – Physical evidence – Pleasing – Easy to use for customers
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PHYSICAL EVIDENCE IN SERVICES
REMOTE SERVICES• Other extreme • Virtually no customer involvement • Customer rarely visits facilities • It may be another country • How physical evidence is designed • Employee interests and preferences • Motivate employees
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PHYSICAL EVIDENCE IN SERVICES
GE call centre in India • Harrod’s • Customer care• Done by GE in India • Facilities design in India • Indian flavour • Local culture Facilities design according to employee taste
and preferences
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PHYSICAL EVIDENCE IN SERVICES
Interpersonal services – Between two extremes – Both – Customer – Employee are present
Examples Hotels Hospitals Banks
How should the physical evidence be ?
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PHYSICAL EVIDENCE IN SERVICES
Interpersonal services
Hospital
• Physical evidence design
• Take care of customer interest
• Take care of employee interest
• Affects the quality of interaction
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PHYSICAL EVIDENCE IN SERVICES
ROLES OF THE SERVICESCAPE – Package – Facilitator – Socializer – Differentiator
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PHYSICAL EVIDENCE IN SERVICES
Package • Would you buy an ‘Arrow’ shirt • From a grocery shop • Unlikely to buy• Why ? • Poor packaging and physical surroundings • In services, similar concept conveys an image • ‘Dress for success’• Potray a particular image
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PHYSICAL EVIDENCE IN SERVICES
PVR Multiplex • Movie content is same • Why people prefer PVR multiplex • The way it is packaged • Well designed facilities
Booking counter Lobby Chair Seats
• Huge successPackaging a key success factor
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PHYSICAL EVIDENCE IN SERVICES
Facilitator • How it improves your efficiency• Better facilities • Improves performance
Singapore Airlines • Reclining seats in 60s• Seats become like beds in 90s • Headphones • Video on seats • Facility to work on computers
Improves the customer efficiency
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PHYSICAL EVIDENCE IN SERVICES
Socializer • Employees and customers interact• Most offices • Seating place for employees • Customer meeting place • Closed room also provided • Privacy and confidential matters • Employees seating plan • At lower levels • Open space • No cabins • Conductive for socialization
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PHYSICAL EVIDENCE IN SERVICES
Socializer• Barista• Coffee parlor• Not just to sip coffee• Interaction• Read magazines• Play guitar• People sit for longer hoursAmbience conducive for socialization
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PHYSICAL EVIDENCE IN SERVICES
Differentiator
• Physical design
• Differentiates from competitors
• Unusual/exotic experience
In Hotels
• Different designs
• Unique experiences
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PHYSICAL EVIDENCE IN SERVICES
Differentiator
Shakti restaurant – Hyderabad – Created on tree – Rooms are on different branches of tree – Has three floors– Unique experience
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PHYSICAL EVIDENCE IN SERVICES
Physical evidence strategies
• Recognise the strategic impact of physical evidence • Map the physical evidence of service • Clarify roles of the servicescape• Assess and identify physical evidence opportunities • Be prepared to update and moderate the evidence • Work cross–functionally
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PHYSICAL EVIDENCE IN SERVICES
Recognize the strategic Impact of physical evidence
• Role of physical evidence must be defined • Before designing and executing service
strategy• Clarify the overall role of physical evidence • Decisions on physical evidence are
• Costly • Permanent
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PHYSICAL EVIDENCE IN SERVICES
Changing external design of a hotel • Can you change the external design of a
hotel
• Unlikely as changing the design is difficult
• Why ?
• Need to break and rebuilt is a costly decision
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PHYSICAL EVIDENCE IN SERVICES
Map the physical evidence of service
• Before deciding physical evidence
• Take every employee into confidence
• Show even customers
• Get feedback
• Finalise after consultation
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PHYSICAL EVIDENCE IN SERVICES
Clarify role of the servicescape • Identity roles of
Customers
Employees
McDonald’s • Customers role • Created playing space for children • Keeping children busy • Informal and place to enjoy
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PHYSICAL EVIDENCE IN SERVICES
Assess and identify physical evidence opportunities
• Current Physical evidence • Is it enough • May be outdated• Physical evidence upgradation
AirIndia • 1986 • Interiors design changed • Customers feedback • Airlines lacked modern image
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PHYSICAL EVIDENCE IN SERVICES
Be prepared to update and modernise the evidence.
• Everything has an element called ‘fashion’. • Design, colours and styles change. British Airways. • Earlier government company. • Privatised in 80’s. • Changed
• logo, • colour • aircraft, • dress.
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PHYSICAL EVIDENCE IN SERVICES
. Work cross-functionality.• What dress should employees wear when employees
service customers.• Different views.• Operations dept.• Comfort of employees.• Marketing department.• Appealing to customers.• Conflict.Something which is comfortable may not be appealing
and vice versa.
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PHYSICAL EVIDENCE IN SERVICES
How to ensure success• All have to work together.
• Have a team which has members from all departments.
• Marketing• Operations• Finance
• Teamwork matters.