PHYSICAL EVIDENCE

AND

THE SERVICESCAPE
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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
 The Strategic Role of Physical 11-3

Evidence
 Physical evidence can
fall into 3 broad
categories

 Facility exterior

 Facility interior

 Other tangibles
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Elements of Physical Evidence

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Purpose of Service Environments

 Helps firm to create distinctive image and unique

positioning
 Service environment affects buyer behavior in three ways:
 Message-creating medium: Symbolic cues to
communicate the distinctive nature and quality of the
service experience
 Attention-creating medium: Make servicescape stand
out from competition and attract customers from target
segments
 Effect-creating medium: Use colors, textures, sounds,
scents and spatial design to enhance desired service
experience
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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
A Framework for Understanding Environment- 11-7

User Relationships in Service Organizations

 Specific Tactics for Creating Service 11-8

Atmospheres
A) Sight Appeals
1. Stimuli that result in perceived visual
relationships
 Size/Shape/Colors: the three primary visual
stimuli that appeal to consumers on a basic
level
 Harmony: visual effects associated with
quieter, plusher, and more formal business
settings
- Contrast/Clash: visual effects associated with
exciting, cheerful, and informal business settings
 11-9
Specific Tactics for Creating
Service Atmospheres
2. Size Perceptions- Actual size of the firm’s
facility, signs, and departments convey different
meaning to different markets.
3. Shape
 Created from a variety of sources, such as the
use and placement of shelves, mirrors, and
windows, and even the design of wallpaper
 The use of several different shapes in one area
might be utilized for emphasis
 11-10
Specific Tactics for Creating
Service Atmospheres
4. Color Perceptions
 Hue: the actual color, such as red, blue, yellow or
green

 Value: the lightness and darkness of the colors

 Shades: darker values

 Tints: lighter values

 Intensity: the brightness or the dullness of the colors

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Perceptions of Color
 Warm colors
 red
 love, romance, sex, courage, danger, fire, sinful,
warmth, excitement, vigor, cheerfulness, enthusiasm,
and stop
 yellow
 sunlight, warmth, cowardice, openness, friendliness,
gaiety, glory, brightness, caution
 orange
 sunlight, warmth, openness, friendliness, gaiety,
glory
 Perceptions of Color
11-12

 Cool colors
 blue
 coolness, aloofness, fidelity, calmness, piety,
masculine, assurance, sadness
 green
 coolness, restful, peace, freshness, growth,
softness, richness, go
 violet
 coolness, retiring, dignity, rich
 11-13
Specific Tactics for Creating
Service Atmospheres

5.The Location of the Firm

6.The Firm’s Architecture

7.The Firm’s Sign

8.The Firm’s Entrance

9.Lighting
 Specific Tactics for Creating Service
11-14

Atmospheres
B) Sound appeals
1.Appeals associated with certain sounds,
such as music or announcements

2. Three major roles

 Mood setter
 Attention grabber
 Informer
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Specific Tactics for Creating
Service Atmospheres

3. Music
Background music affects sales in at least two
ways
 Enhances the customer’s perception of the
store’s atmosphere

 Influences the amount of time spent in the

store
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Specific Tactics for Creating
Service Atmospheres

4. Announcements- Made over the intercom

systems, such as
 to alert restaurant patrons when their tables
are ready

 to inform airline passengers of their current

location

 to page specific employees within the firm