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Physical Evidence and theServicescape
Physical Evidence
Types of Servicescapes
Strategic Roles of the Servicescape
Framework for Understanding Servicescape
Effects on Behavior
Guidelines for Physical Evidence Strategy
hapterhapter
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McGraw-Hill/Irwin Copyright 2009 by The McGraw-Hill Companies, Inc !ll
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Objectives for Chapter 11:Physical Evidence and the Servicescape
E"plain the profound impact of physical evidence#particularly the servicescape# on customer perceptions ande"periences$
%llustrate differences in types of servicescapes# the rolesplayed &y the servicescape# and the implications forstrategy$
E"plain why the servicescape affects customer and
employee &ehavior# using a framework &ased in marketing#organi'ational &ehavior# and environmental psychology$
Present elements of an effective physical evidencestrategy$
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Elements of Physical Evidence
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Examples of Physical Evidence fromthe Customers Point of Vie
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!ypolo"y of Service Or"ani#ations $ased on%orm and &se of the Servicescape
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'oles of the Servicescape
Package conveys e"pectations
influences perceptions
Facilitator facilitates the flow of the service delivery process
provides information (how am % to act)*
facilitates the ordering process (how does this work)*
facilitates service delivery
Sociali'er facilitates interaction &etween+
customers and employees
customers and fellow customers
,ifferentiator
sets provider apart from competition in the mind of the consumer
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( %rameor) for &nderstandin" Environment*&ser 'elationships in Service Or"ani#ations
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+uidelines for Physical Evidence Strate"y
Recogni'e the strategic impact of physicalevidence$
Blueprint the physical evidence of service$
larify strategic roles of the servicescape$
-ssess and identify physical evidence opportunities$
Be prepared to update and moderni'e the evidence$
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Speedi*,ube Spells Out the ServiceOfferin"
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Cheers: !he !hird Place
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Some !an"ible Cues and-or %acilitatin"+oods at $uffalo .ild .in"s 'estaurant
The pager to let you know
when your food is ready.
The menu.
up with B/0 logo. Special Promotions.1T1 system trivia game pad wherecustomers can compete with fellow
restaurant patrons and others playingit all around the country$