Service Scape

1. Service Scape
Dr. Amitabh Mishra. giBS Rohini 1

2. “Physical evidences are every thing that a company
physically exhibits to the customers”
“Physical evidence provide tangible cues to the
customers to develop service quality expectation”
Dr. Amitabh Mishra. giBS Rohini 2

3. • Physical evidences include-
– Physical environment of service outlet
– The exterior
– The interior
– All tangibles as-
– machines, certificates, furniture,
– vehicle, sign board, communication material,
– service personals, etc.
Dr. Amitabh Mishra. giBS Rohini 3

4. Dr. Amitabh Mishra. giBS Rohini 4

5.  Designing a service environment is an art that takes
considerable time & efforts and can be expensive to
implement.
 Once design and build, service environment is not
easy to change.
 Research studies have proved that design of service
scape influences customer’s choice, expectations,
satisfaction & other behavior.
Dr. Amitabh Mishra. giBS Rohini 5

6.  The basic principle that guide the design of
service scape is user friendliness
 Service companies must first identify the users
of service scape.
Dr. Amitabh Mishra. giBS Rohini 6

7.  Based on uses service scape can be classified
in three categories-
1. Self service
2. Interpersonal service
3. Remote service.
Dr. Amitabh Mishra. giBS Rohini 7

8. Service scape
usages
Complexity in service scape
Elaborate Lean
SELF SERVICE
(customer only)
Golf land ATM, Internet services
INTERPERSONAL SERVICE
(both customer &
employee)
Hotel, Restaurant,
Hospitals, Banks,
Schools
Dry cleaners, Hair salon
REMOTE SERVICE
(employee only)
Insurance, Professional
services
Telephone, Mail order
desk
Dr. Amitabh Mishra. giBS Rohini 8

9.  This classification is based on two dimensions-
1. Elaborate service environment.
2. Lean service environment.
 Lean services environments are very simple,
with few elements, few shapes, few pieces of
equipments.
 Elaborate service environments are very
complicated, with many elements & many forms.
Dr. Amitabh Mishra. giBS Rohini 9

10. 1. In Self Service Environment customers
perform most of activities & very few
employees are involved.
2. In Interpersonal Service Scape both
employees and customers are given
adequate importance.
3. In Remote Service Scape the customers
physical involvement in service scape may
be very little or absent.
Dr. Amitabh Mishra. giBS Rohini 10

11.  Two kinds of behavior can be observed in
service scape-
 Approach: positive behavior which are reflected
in the desire to stay, explore, work & commit
 Avoidance: negative behavior which are reflected
in the desire of not to stay, explore, not to work
& commit
Dr. Amitabh Mishra. giBS Rohini 11

12.  Three dimensions are identified in physical
environment, which are capable of influencing
the customers as well as employees for
approach or avoidance behavior.
 The ambient condition (surrounding/atmosphere)
 The space and functional condition
 Sign, symbols & artifacts
Dr. Amitabh Mishra. giBS Rohini 12

13. Dr. Amitabh Mishra. giBS Rohini 13