A summary of Chapter 5 of the grasping service marketing textbook. This chapter highlights the elements needed in a service entity to prove to customers they are getting value for money.
Chapter 1: Service Marketing as an exchange process
BEM 120 Chapters 1-4
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University of Pretoria (UP)
BEM 120 (BEM120)
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By: liamcshughes • 2 year ago
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CHAPTER 5
Physical Evidence
, 1. Physical Evidence Defined
Physical evidence can be defined as the physical environment where the service is delivered,
including any tangible elements used to support the role of the service.
The service organisation may address the concerns associated with intangibility by
“communicating” with customers using physical clues to support the positioning and
image of the service offering.
- Hospitals, restaurants, hotels rely heavily on the physical evidence of their
business.
- Courier services rely on the physical evidence to a limited extent.
Most service offerings include a combination of intangible offerings + some form of
physical evidence of the offerings.
The challenge is to design the physical space and evidence in such a manner as to address the
needs and preferences of customers as well as those of employees.
To make that possible, an appreciation of the role of different dimensions of physical evidence
is called for.
2. Types of Physical Evidence
The type of physical evidence used is determined by the utilisation and complexity of the
environment.
Physical evidence based on Utilisation
Service organisations differ in terms of who actually enters the service facility, and they can be
customers or employees or both. Based on the utilisation of the servicescape, 3 types of
service organisations are:
Self service
In the self-service environment the customer performs most of the service activities
and only few or no employees are involved.
This environment should be designed to enhance customer satisfaction and attraction.
- Examples: ATM, movie theatres, online internet services.
Interpersonal Service
When offering interpersonal services, the environment represents a situation where
the physical space is shared by both customers and employees.
The design should depend on how the service environment affects the nature and
quality of the social interactions between and among customer and employees.
- Examples: patient’s hospital room will be designed enhance patient comfort
and privacy as well as to facilitate employee productivity. Or airlines that create
enough legroom.
Remote Service
In the case of remote service there is little or no customer involvement in the service
environment. Decisions about the design of the facility can focus almost exclusively on
the employees’ needs and preferences.
The remote service environment should be designed in a manner to keep employees
motivated, productive and satisfied.
- Example: bank’s automated voice-messaging system or google.
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