1. PHYSICAL EVIDENCE

2. Physical Evidence and the servicescape Physical Evidence. Strategic roles of the servicescape. Guidelines for Physical Evidence Strategy. 3. Physical Evidence Is defines as the environment in which the service is delivered and in which the firm and the customer interest, and any tangible commodities that facilitate performance or communication of the service. 4. Physical Evidence THE PHYSICAL EVEIDENCE OF A SERVICE IS A TANGIBLE CLUE,WHICHCREATES AN IMPRESSION ABOUT THE SERVICE OR THE SETTING OF A SERVICE OR PROVIDES THE PROOF OF SERVICE DELIVERY. IT CONTRIBUTERS TO THE PECEPTION OF THE QUALITY AND THE PRICE OF THE SERVICE. 5. Servicescape-the design of service facility The physical surrounding or the physical facility wherethe service is produced, delivered and consumed. Service create mood, an attraction or a desire to visitservice in the context of service purchase. E.g. student canteen in college. 6. Roles of the servicescape Package- conveys expectations- influences perception 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 7. PackageThe servicescape and other elements of physicalevidence essentially wrap the service and conveythe consumer an external image of what is inside".The physical setting perform the role of packaging forservice. 8. Facilitator How the service is designed can enhance or inhibit the efficientflow of activities in the service setting, making it easier or harderfor consumer and employees to accomplish their goals. For example an international air traveler who finds himself in apoorly designed airport with few signs, poor ventilation and fewplaces to sit or eat will find the experience quit dissatisfying. Thesame international traveler will appreciate seats on the airplanethat are conducive to work and sleep. The seating itself, part ofphysical surroundings. 9. Socialiazer The design of the servicescape aids in the socialization of bothemployee and customer in the sense that it help in conveyexpected roles, behavior and relationship. For example a new employee in a professional services firmwould come to understand her position in the hierarchy throughnothing her office assignment, the quality of her officefurnishing, and her location relative to others in the organisation. The design of the facility can also suggest customers what theirrole is relative to employees what part of the servicescape theyare welcome in and which are for employees only. 10. Differentiator The design of the physical facility can differentiate a firm from itscompetitor. For example the sitting arrangement in multiplex theatre. 11. Servicescape Servicescape can be classified in to three types- Self service Interpersonal service Remote service 12. Self-service Customer performs most of the activities and very fewemployees are involved.Example--ATMs-Fast food centers 13. Interpersonal serviceBoth employees and customers will be given adequate importance.Examples- -Hospital -Educational institution 14. Remote serviceCustomers physical involvement in the service scape may be verylittle or even absent.Example--Mail order services-consultancy 15. Elements of Physical EvidenceServicescape Other tangiblesFacility exteriorBusiness cards Exterior design Stationery Signage Billing statements Parking Reports Landscape Employee dress Surrounding environment Uniforms BrochuresFacility interiorInternet/Web pages Interior design Equipment Signage Layout Air quality/temperature 16. Examples of Physical Evidence from theCustomers point of View Physical EvidenceServiceServicescape Other TangiblesInsuranceNot applicable Policy itselfBilling statementsPeriodic updatesCompany brochureLetters/cardsWebsiteHospital Building exteriorUniforms ParkingReports/stationery SignsBilling statements Waiting areasWebsite Admissions office Patient care room Medical equipment Recovery roomAirlineAirline gate areaTickets Airplane exteriorFood Airplane interior(decore,seates,air quality) UniformsWebsite Not applicableExpress mailPackagingTrucksUniformsComputersWebsite ParkingSporting event Stadium exterior Signs Ticketing area Tickets Entrance Programs SeatingUniforms Restroomswebsite Concession areas Playing field 17. Guidelines for Physical EvidenceStrategy 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. Be prepared to update and modernize the evidence. Work cross- functionally. 18. Recognize the strategoc impact ofPhysical evidence Basic service concept must be defined. The target market must be identified. The firm broad, vision must be known 19. Blueprint the physical evidence of service This is the step to map the service. Everyone should be able to see the service process and theexisting elements of service evidence-blueprint. People process and physical evidence can all be seen in theblue print. 20. Clarify strategic roles of the servicescape Already disscused 21. Assess and identify physical evidenceopportunities Once the role of evidence and the roles of the servicescape areunderstood, possible changes and improvements can beidentified. Question must be asked Are there any missed opportunities to provide service evidence? Whether the current physical evidence of service suits the needsand preference of the target segment. Be prepared to update and modernize the evidence. 22. Work cross-functionally The P.E decision are made by various function in theorganization for e.g. HR decide dress for employee Facility management group may decide Servicescape. Marketing department-advertising and pricing decision Therefore multifunction team approach is required to beconsistent in providing P.E. 23. Thank you