SERVICESC

APE
 Wikipedia -Servicescape is a concept that
was developed by to emphasize the
impact of the physical environment in
which a service process takes place.
 Booms and Bitner defined a servicescape
as "the environment in which the service is
assembled and in which the seller and
customer interact, combined with tangible
commodities that facilitate performance or
communication of the service"
 servicescape is a part of physical
evidence.
 Servicescape may be likened to
'landscape'. It includes facilities exterior
(landscape, exterior design, signage (use
of signs and symbols) , parking,
surrounding environment) and facilities
interior (interior design & decor,
equipment, signage, layout, air quality,
temperature and ambiance).
 Servicescape along with other tangibles
like business cards, stationary, billing
statements, reports, employee dress,
uniforms, brochures, web pages and
virtual servicescape forms the 'Physical
Evidence' in marketing of services.
 Elements of Physical
Evidence/servicescape
Servicescape Other tangibles

Facility exterior Business cards

Exterior design Stationery
Signage Billing statements
Parking Reports
Landscape Employee dress
Surrounding environment Uniforms
Brochures
Facility interior Web pages
Interior design Virtual servicescape
Equipment
Signage
Layout
Air quality/temperature
Typology of Service Organizations Based on
Variations in Form and Use of the
Servicescape
Complexity of the Servicescape
Servicescape Elaborate Lean
usage
Self-service Golf course ATM
(customer only) eBay Car wash
Simple Internet services
Express mail drop-off

Interpersonal Hotel Dry cleaner

services Restaurant Retail cart
(both customer and Health clinic Hair salon
employee) Hospital
Bank
Airline
School
Remote service Telephone company Telephone mail-order desk
(employee only) Insurance company Automated voice messaging
Utility services
Many professional services
 Servicescape Types
 Ambient Conditions

 Layout and Functionality

 Signs, Symbols, and Artifacts

 Servicescape effects on
behaviour/role of 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
 Generates Internal Responses among
customers
 Cognition

 Emotion

 Physiology
 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.
 Be prepared to update and
modernize the evidence.

Tools for Designing Servicescapes
 Environmental Surveys-ask
customers/ employees
 Direct Observation- see problems/
unobtrusive
 Experiments
 Photographic Blueprints