PHYSICAL EVIDENCE
It is the environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of service.
It includes all tangible representations of the service-such as brouchers, letter head, equipment etc. in some cases the physical facilities where service is offered is important e.g., in a hotel the parking lot, surroundings are important. In other services such as telecommunication the physical facilities may be irrelevant. In this case other tangibles like billing statements become important.
Physical evidence includes
(A)Â Â Â Â Â Â Physical facilities (essentials and peripherals)
(B)Â Â Â Â Â Â Â Physical setting (appearance of premises)
(C)Â Â Â Â Â Â Â Social setting (appearance of staff)
The decision on the physical evidence will differ in terms of customer-employee interaction. At one end is self-service of customer without any interaction with employee (ATM) where physical facilities must be to attract customer and user friendly.
At other end employee performs without any interaction (mail order business) here physical evidence is designed to promote operational efficiency. Between the two extremes is a situation where both customer and employee interact. In this case physical evidence must be planned to facilitate the activities of both. (E.g., Banks, Airlines). Certain service environments are simple requiring very little space or equipment (ATM, Vending machine). They are called lean environment. Others like hospitals, hotels are elaborate environment where proper planning is needed.
(a) Physical facilities:Â The potential customers form impression about the service organization on the basis of physical evidence like building, furniture etc.,
Essential Evidence: They are dominant features like building area, parking space, signboards etc.
Peripheral Evidence:Â They are less dominant like admission card, medical reports, etc.
(b) Consist of service environment
- Ambient factors (light, colour, temperature)
- Space (spatial layout and functionality- i.e., ability of equipment and furniture to accomplish interactions)
- Decor and artefacts
(c) Social setting:Â Employee uniform, appearance etc. of service scape can influence customer expectation, satisfaction and other behavior. In shopping mall soft music is played/crossroads had hired separate parking space.
Bitner identifies Physical Facilities and Environment as SERVICE SCAPES
However too much decor may make customers feel that they are paying for the expensive décor. Employees however feel that an investment in environments is an indication of management’s concern for their job satisfaction. Hence the challenge is to strike a balance.
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