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Summary BEM 120 Definition CH 5,8,9,10
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Definitions for BEM 120 from the textbook (Grasping Service Marketing) Chapter 5,7,8,9,10
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CHAPTER 5Physical Evidence The physical environment where the service is delivered,
including any tangible elements used to support the role of
the service
Types of Physical Physical surroundings help to shape the desired feelings and
Evidence reactions among customers and employees
Servicescape Term used to describe the physical environment where the
service delivery takes place
Type of service used is determined by the utilisation and
complexity of the environment
Physical Evidence based 3 types of service organisations can be identified:
on utilisation
1. Self-service In the self-service environment the customer performs most
of the service activities and only a few or no employees are
involved. This environment should enhance customer
satisfaction and attraction
2. Interpersonal The environment represents a situation where the physical
Service space is shared by both customers and employees.
e.g. Aeroplane
3. Remote service Little or no customer involvement in the service
environment. This should focus on the employees’ needs
and preferences
Physical evidence based Form of complexity of the physical evidence of the service
on complexity
1. Basic Environment Service environments are very simple, the design of these
are relatively basic.
2. Detailed This type of service environment is complex, consisting of a
Environment variety of different elements and forms. This service
environment has to be effectively designed and managed
Roles of physical evidence Physical evidence plays a number of roles and organisations
have to recognise the importance of managing its physical
evidence.
1. Packaging A service organisations packaging refers to the interior,
exterior or something such as signage
2. Facilitating Physical evidence is used to facilitate the interaction
, between both customers and employees participating in the
service process. An example would be signage intrusting
customers
3. Socialising The purpose of socialising is to project a consistent and
positive image
4. Differentiation The physical environment can serve as a differentiator in
signalling quality to the target market, confirming the
positioning of the organisation, and conveying
distinctiveness from competitors. Well designed facilities will
be perceived as having an advantage.
5. Managing trust Physical evidence can be used to reduce perceived risk and
increase the level of perceived quality. E.g. type of furniture
in a lawyers office
Dimensions of physical Several dimensions of physical evidence impact on the
evidence service environment. The challenge is to make the customer
experience the message as intended by the service marketer
1. Ambient Factors Smells, air quality, temperature – coffee shops
Music and other sounds – teenage fashion store
Noise – undesirable noise detracts from atmosphere
Lighting – setting the mood, tone, pace of encounter
2. Design factors This refers to the exterior appearance and architecture of
the organisation’s physical facilities as well as the interior
décor.
3. Exterior design Exterior appearance has to be consistent with the image of
factors the service organisation. The organisations architecture
conveys certain impressions and communicates the nature
and image of the organisation
4. Interior design Flooring
factors Colour
Fixtures – pipes, beams, doors
Wall textures
Layout
5. Social design Represents the interaction between customers and
factors employees
- Approach behaviour
- Avoidance behaviour
6. Communication Communication to customers and employees. Customers
design factors commonly look for cues as to the organisations capabilities
and expected quality of service delivery
CHAPTER 8
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