Marketing of

Service

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 Servicescape

 Servicescapeis concept developed by

Booms and Bittner.
Physical evidence consist of
servicescape combined with tangible
elements. So servicescape is part of
Physical evidence .

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 Physical evidence

 Itrefers to the environment in which

service is delivered where the firm and
customer interact and any tangible
components that facilitate performance
or communication of service.

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 Types of physical evidence
 Peripheral evidence
An airline ticket, cheque book

 Essential evidence
Building,layout,logo.

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 Marketing communication of
services
 Tangibalise the service
 Emphasis tangible associated with
service
 Create tangible representation of
service
 Tangibalise the message
 Word of mouth
 Offer service guarantees
 Creative advertising 5
 Role of physical evidence
 Shaping first impression
 Managing trust
 Changing the image
 Facilitating quality service
 Socialising employees

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Comparison of Hotel Lobbies

The servicescape is part of the value proposition!

Orbit Hotel and Hostel, Los Angeles

Four Seasons Hotel, New York 7

 The Mehrabian-Russell Stimulus-
Response Model

Response
Environmental Dimensions of Behaviors:
Stimuli & Affect:
Approach/
Cognitive Pleasure and Avoidance &
Processes Arousal Cognitive
Processes

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 The Mehrabian-Russell Stimulus-
Response Model
 Simple and fundamental model of how people
respond to environments
 Peoples’ conscious and unconscious perceptions
and interpretation of the environment influence
how they feel in that environment
 Feelings, rather than perceptions or thoughts drive
behavior
 Typical outcome variable is ‘approach’ or
‘avoidance’ of an environment, but other possible
outcomes can be added to the model as well 9
The Russell Model of Affect

Arousing

Distressing
Exciting

Unpleasant Pleasant

Boring Relaxing

Sleepy
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 An Integrated Framework – Bitner’s
ServiceScape Model
Environmental Moderators Internal Responses Behaviour
Dimensions
Holistic Cognitive
Environ- Emotional
ment Psychological
Ambient Approach
Employee or
Conditions
Response
Employee Avoid
Moderator
Responses
Space/ Social Interaction
Perceived Between
Function ServiceScape Customers &
Employees
Customer
Signs, Customer Responses Approach
Symbols & Response or
Artefacts Moderator Cognitive Avoid
Emotional
Psychological

Slide ©2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 10 - 11
An Integrated Framework – Bitner’s
ServiceScape Model(con’t)
 Identifies the main dimensions in a service
environment and views them holistically
 Customer and employee responses
classified under, cognitive, emotional and
psychological which would in turn lead to
overt behavior towards the environment
 Key to effective design is how well each
individual dimension fits together with
everything else 12
Dimensions of the Service
Environment
Service environments are complex and have many design
elements. The main dimensions in the servicescape model
includes:
 Ambient Conditions
 Music (e.g, fast tempo and high volume increase arousal
levels)

 Scent (strong impact on mood, affect and evaluative

responses, purchase intention and in-store behavior)

 Color (e.g, warm colors associated with elated mood

states and arousal but also increase anxiety, cool colors
reduce arousal but can elicit peacefulness and calm) 13
Dimensions of the Service
Environment (con’t)
 Spatial Layout and Functionality
 Layout refers to size and shape of furnishings and the
ways it is arranged
 Functionality is the ability of those items to facilitate
performance
 Signs, Symbols and Artifact
 Explicit or implicit signals to communicate the firm’s
image, help consumers find their way and to convey the
rules of behavior

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Tools to Guide in Servicescape
Design
 Keen Observation of Customers’ Behavior and Responses
to the service environment by management, supervisors,
branch managers, and frontline staff
 Feedback and Ideas from Frontline Staff and Customers
using a broad array of research tools ranging from
suggestion boxes to focus groups and surveys.
 Field Experiments can be used to manipulate specific
dimensions in an environment and the effects observed.
 Blueprinting or Service Mapping - extended to include the
physical evidence in the environment.

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