Summary
Summary BEM 120: CHAPTER 5 NOTES
BEM 120 Chapter 5 notes. These notes were made using the following textbook: Grasping Service Marketing, Jordaan, Y & Samuels, J. 2015 - 3rd edition.
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2. PackagingCHAPTER 5 • intangible nature of services prevents it from
physical evidence being packaged in traditional sense of word
• service organisation’s packaging – exterior,
PHYSICAL EVIDENCE interior & other tangible elements of service
• the physical environment where the service is • external image of “inside” of the service
delivers, including any tangible elements 3. Facilitating
used to support the role of the service
• physical evidence is used to facilitate
interaction between customers and
TYPES OF PHYSICAL EVIDENCE employees participating in service process
1. Physical evidence based on utilisation • floor plan, layout of equipment and
• self-service: equipment design can have impact on ability
o customer performs most of service of customers & employees to complete tasks
activities, only few or no employees are and realise service goals
involved 4. Socialising
o designed to enhance customer
• physical evidence must convey expected
satisfaction and attraction
roles, behaviours and relationships among
• interpersonal service: employees and customers
o situation where physical space is shared
• purpose of socialising: to project consistent &
by customers and employees
positive image
o how service environment affects nature &
5. Differentiation
quality of social interactions between &
among customers and employees • physical evidence can provide means to
• remote service: differentiate intangible service
o little or no customer involvement in • physical environment can serve as
service environment differentiator in signalling:
o decisions about design of facility can o quality of target market
focus almost exclusively on o confirming positioning of organisation
employees’ needs and preferences o conveying distinctiveness from
o should be designed in manner to keep competitors
employees motivated, productive and
satisfied DIMENSIONS OF PHYSICAL EVIDENCE
2. Physical evidence based on complexity 1. Social factors
• basic environment: • approach behaviour:
o simple, with few elements, spaces & o all positive behaviours that might be
pieces of equipment directed at organisation
o especially in self service - no or little o employees – desire to affiliate, work
interaction among employees and & express commitment
customers o customers – entering, staying,
• detailed environment: spending money and loyalty
o complex, consisting of variety of • avoidance behaviour
different elements and forms o behaviours reflect desire not to stay,
explore or affiliate
ROLES OF PHYSICAL EVIDENCE o crowding has negative effect
o ineffective service environment may
1. Managing trust
hinder customer’s purpose for
• physical evidence - used to reduce perceived
visiting organisation
risk & increase level of perceived quality
1
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