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Physical Evidence and the
Servicescape
Physical Evidence
Types of Servicescapes
Strategic Roles of the Servicescape
Framework for Understanding
Servicescape Effects on Behavior
Guidelines for Physical Evidence
Strategy

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Objectives for Chapter 10:
Physical Evidence and the Servicescape
Explain the impact of physical evidence, particularly the
servicescape, on customer perceptions and experiences.

Illustrate differences in types of servicescapes, the roles
played by the servicescape, and the implications for
strategy.

Explain why the servicescape affects customer and
employee behavior, using a framework based in
marketing, organizational behavior, and environmental
psychology.

Present elements of an effective physical evidence
strategy.
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Physical Evidence
The environment in which the service is
delivered and where the firm and the
customer interact, and any tangible
commodities that facilitate performance or
communication of the service.

Physical facility = Servicescape
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Elements of Physical Evidence
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Examples of Physical Evidence from
the Customers Point of View
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Roles of the Servicescape
Package
conveys expectations
influences perceptions
Facilitator
facilitates the flow of the service delivery process
provides information (how am I to act?)
facilitates the ordering process (how does this work?)
facilitates service delivery
Socializer
facilitates interaction between:
customers and employees
customers and fellow customers
Differentiator
sets provider apart from competition in the mind of the consumer
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Support Image, Position,
and Differentiation
Four Seasons Hotel, New York Orbit Hotel and Hostel, Los Angeles
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Understanding Consumer
Reponses to
Service Environments
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The Mehrabian-Russell
Stimulus-Response Model
Response/Behavior
s:
Approach
Avoidance &
Cognitive Processes
Environmental
Stimuli and Cognitive
Processes
Dimensions of
Affect:
Pleasure and
Arousal
Feelings Are a Key Driver of Customer Responses to
Service Environments
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Insights from Mehrabian-
Russell
Stimulus-Response Model
It is a simple yet fundamental model of how
people respond to environments that illustrates:
The environment, its conscious and unconscious perceptions, and
interpretation influence how people feel in that environment
Feelings, rather than perceptions/thoughts drive behavior
Typical outcome variable is approach or avoidance of an environment, but
other possible outcomes can be added to model
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The Russell Model of
Affect
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Individual Behaviors in the
Servicescape
Environmental psychologists suggest that
people react to places with two general, and
opposite forms of behavior:
Approach: all positive behaviors that might be
directed to a place
Desire to stay, explore, work, affiliate
Shopping enjoyment, spending time and money
Avoidance: negative behaviors
Desire not to stay, etc.
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An Integrative Framework:
The Servicescape Model
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An Integrative Framework:
The Servicescape Model
Identifies the main dimensions in a service
environment and views them holistically
Internal customer and employee responses can
be categorized into cognitive, emotional, and
psychological responses, which lead to overt
behavioral responses towards the environment
Key to effective design is how well each individual
dimension fits together with everything else
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Internal Responses to the Servicescape
Cognition: environment can affect beliefs about a
place and the people and products found in that
place
Emotion: color, dcor, music, scent affect mood
Pleasure/displeasure
Degree of arousal (amount of stimulation)
Physiology: volume, temperature, air quality,
lighting can cause physical discomfort and even
pain
Ergonomics
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Environmental Dimensions
Ambient Conditions: affect the 5 senses, but may be
imperceptible or affect us subconsciously
Temperature, lighting, noise, music, scent, color

Spatial Layout and Functionality: size, shape, and
arrangement of machinery, equipment, and furnishings
and the ability of such to facilitate customer and employee
goals
Accessibility, aesthetics, seating comfort

Signs, Symbols, Artifacts: explicit or implicit
communication of meaning; often culturally embedded;
important in forming first impressions
Way-finding, labels, rules of behavior, creating aesthetic impression

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Guidelines for Physical Evidence Strategy
Recognize the strategic impact of physical
evidence

Blueprint the physical evidence of service

Clarify strategic roles of the servicescape

Assess and identify physical evidence
opportunities

Update and modernize the evidence

Work cross-functionally
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Music
In service settings, music can have powerful
effect on perceptions and behaviors, even if
played at barely audible levels
Structural characteristics of musicsuch as
tempo, volume, and harmonyare perceived
holistically
Fast tempo music and high volume music increase
arousal levels
People tend to adjust their pace, either voluntarily or
involuntarily, to match tempo of music
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Scent
An ambient smell is one that pervades an
environment
Scents have distinct characteristics and can be
used to solicit emotional, physiological, and
behavioral responses
In service settings, research has shown that
scents can have significant effect on customer
perceptions, attitudes, and behaviors
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Color
People are generally drawn to warm color
environments
Warm colors encourage fast decision making and are
good for low-involvement decisions or impulse buys
Cool colors are preferred for high-involvement
decisions

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Signs, Symbols, and
Artifacts
Communicates the firms image and helps customers find their way
First time customers will automatically try to draw meaning from the signs, symbols,
and artifacts
Challenge is to guide customer through the delivery process
Unclear signals from a servicescape can result in anxiety and uncertainty about how
to proceed and obtain the desired service
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Selection of Environmental
Design Elements
Consumers perceive service environments
holistically
No dimension of design can be optimized in isolation,
because everything depends on everything else
Holistic characteristic of environments makes
designing service environment an art
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Tools to Guide
Servicescape Design
Keen observation of customers behavior and responses
Feedback and ideas from frontline staff and customers
Photo audit Mystery Shopper to take photographs of service
experience
Field experiments can be used to manipulate specific dimensions in an
environment and the effects observed
Blueprinting or service mapping extended to include physical evidence
in the environment