Physical Evidence – The Sixth ‘P’

Chapter 7

Learning Objectives

In this chapter, we will Introduce the tem servicescapes Discuss office designs for employees Discuss designs of service areas for

customers Define the elements that constitute physical

evidence

Physical evidence: In this chapter, we will Introduce the term servicescapes Discuss office designs for employees Discuss designs of service areas for

customers Define the elements that constitute physical

evidence

Pleasure in Doing Business

Bank A Bank BPleasantly decoratedAir-conditioned reception hallPeople greet customers with a pleasant smile

Surroundings are dingyPoorly ventilatedBroken windowsDirty curtains andUnswept floors greet customers

Which Bank would you prefer ?

Petroleum Outlets

Cleanliness, modernity are as important as the fuels and services sold by the outlets.

Eg: Bharat Petroleum

This serves a dual purpose of Information and Promotion.

Buses

In most states, govt. buses are poorly maintained, unwashed and look neglected.

This gives a poor impression to the person travelling in them.

On the same routes in some states, there are colourful and well-maintained buses run by private operators.

In terms of physical evidence as well as comfort, many long distance bus routes are dominated by the private players.

Movie Theatres

Movie-going is now an experience, and needs to be marketed as such, to differentiate it from the VCD or home theatre.

One of the major attractions should be the ambience, or the physical evidence of the “servicescape”.

The new multiplexes in are trying to attract all types of audiences, including families, who have largely disappeared from movie theatres.

What is Physical Evidence ?

“any tangibles that may result in an impression being formed about the service brand”

Eg: its buildings, parking lots, signage, appearance of company people, stationery, bills sent to customers, visiting cards etc.

Servicescapes

A term popularised by Zeithaml and Jo Bitner. “Like a landscape, the servicescape creates a

mood, a longing, an attraction or a desire to visit the service provider , in the context of a service purchase.” (a well laid out mall)

The feelings evoked in a customer can be affected by;

1. The physical aspects of the building housing the service provider.2. Its ambience3. Its level of cleanliness4. The dress worn by the service provider’s employees5. And even the number and type of customers present when he

enters or avails of the service being provided.

Servicescapes for Physical and Remote Services The servicescape, or the design of the

service facility, has the maximum impact when the customer physically uses the facility.

There are some services that he may be able to access over the phone, or on the internet.

Here, the tangibles may be the quality of the voice on the phone, or the design of the web page he goes to.

Attracting Customers – Signage of a Brand Customers may be attracted by the looks of the

service provider. The signage of a brand can do the job well if it’s

pleasant and stands out. Eg: The colourful logo of ICICI can be a

customer-puller while the SBI logo which is dull can give a negative impression.

Post – purchase Satisfaction

Even after the customer has consumed a service, he may remember the tangible features of the service brand, and look forward to going there the next time, if they were pleasant.

Dissonance may set in if he has been in unpleasant surroundings at the service provider.

The Importance of Design

Designs are highly subjective, and a matter of individual taste.

In service sector, the provider is not doing it for himself, but for the customers and employees.

Therefore, the views of the customers or employees can be used in designing the facilities, because these facilities will be used mostly by these groups.

Light, Sound, Music

The ambience is an important aspect in design.

Every different ambience attracts different customers. For Eg:

A theme restaurant with an aquarium, and a waterfall, may provide one kind of ambience.

A rural theme can bring out plantain leaves instead of plates and different seating arrangements from the usual table and chair.

A dance floor may bring in certain types of customers, while others may prefer a quiet ambience.

Theme Parks

Theme parks offer differing ambience. For Eg: Some are built around cartoon characters like Mickey

Mouse, or Asterix. There are others with a variety of water slides, swimming

etc. Sea-shore parks have shows in which marine animals like

Seals, Sea Lions, and Dolphins perform.

Each of these parks tries to create an ambience suitable to its audience, its theme, and its surroundings.