Marketing of
Service
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Servicescape
Servicescapeis concept developed by
Booms and Bittner.
Physical evidence consist of
servicescape combined with tangible
elements. So servicescape is part of
Physical evidence .
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Physical evidence
Itrefers to the environment in which
service is delivered where the firm and
customer interact and any tangible
components that facilitate performance
or communication of service.
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Types of physical evidence
Peripheral evidence
An airline ticket, cheque book
Essential evidence
Building,layout,logo.
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Marketing communication of
services
Tangibalise the service
Emphasis tangible associated with
service
Create tangible representation of
service
Tangibalise the message
Word of mouth
Offer service guarantees
Creative advertising 5
Role of physical evidence
Shaping first impression
Managing trust
Changing the image
Facilitating quality service
Socialising employees
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Comparison of Hotel Lobbies
The servicescape is part of the value proposition!
Orbit Hotel and Hostel, Los Angeles
Four Seasons Hotel, New York 7
The Mehrabian-Russell Stimulus-
Response Model
Response
Environmental Dimensions of Behaviors:
Stimuli & Affect:
Approach/
Cognitive Pleasure and Avoidance &
Processes Arousal Cognitive
Processes
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The Mehrabian-Russell Stimulus-
Response Model
Simple and fundamental model of how people
respond to environments
Peoples’ conscious and unconscious perceptions
and interpretation of the environment influence
how they feel in that environment
Feelings, rather than perceptions or thoughts drive
behavior
Typical outcome variable is ‘approach’ or
‘avoidance’ of an environment, but other possible
outcomes can be added to the model as well 9
The Russell Model of Affect
Arousing
Distressing
Exciting
Unpleasant Pleasant
Boring Relaxing
Sleepy
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An Integrated Framework – Bitner’s
ServiceScape Model
Environmental Moderators Internal Responses Behaviour
Dimensions
Holistic Cognitive
Environ- Emotional
ment Psychological
Ambient Approach
Employee or
Conditions
Response
Employee Avoid
Moderator
Responses
Space/ Social Interaction
Perceived Between
Function ServiceScape Customers &
Employees
Customer
Signs, Customer Responses Approach
Symbols & Response or
Artefacts Moderator Cognitive Avoid
Emotional
Psychological
Slide ©2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 10 - 11
An Integrated Framework – Bitner’s
ServiceScape Model(con’t)
Identifies the main dimensions in a service
environment and views them holistically
Customer and employee responses
classified under, cognitive, emotional and
psychological which would in turn lead to
overt behavior towards the environment
Key to effective design is how well each
individual dimension fits together with
everything else 12
Dimensions of the Service
Environment
Service environments are complex and have many design
elements. The main dimensions in the servicescape model
includes:
Ambient Conditions
Music (e.g, fast tempo and high volume increase arousal
levels)
Scent (strong impact on mood, affect and evaluative
responses, purchase intention and in-store behavior)
Color (e.g, warm colors associated with elated mood
states and arousal but also increase anxiety, cool colors
reduce arousal but can elicit peacefulness and calm) 13
Dimensions of the Service
Environment (con’t)
Spatial Layout and Functionality
Layout refers to size and shape of furnishings and the
ways it is arranged
Functionality is the ability of those items to facilitate
performance
Signs, Symbols and Artifact
Explicit or implicit signals to communicate the firm’s
image, help consumers find their way and to convey the
rules of behavior
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Tools to Guide in Servicescape
Design
Keen Observation of Customers’ Behavior and Responses
to the service environment by management, supervisors,
branch managers, and frontline staff
Feedback and Ideas from Frontline Staff and Customers
using a broad array of research tools ranging from
suggestion boxes to focus groups and surveys.
Field Experiments can be used to manipulate specific
dimensions in an environment and the effects observed.
Blueprinting or Service Mapping - extended to include the
physical evidence in the environment.
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