BRAINWARE UNIVERSITY

[MM403] CLASS NOTES [Services Marketing]

Unit VI: Physical Evidence and the Servicescape

Physical Evidence – What is it? Types of Servicescapes, Roles of the Servicescape: Package,
Facilitator, Socializer, Differentiator; Framework for Understanding Servicescape Effects on
Behaviour: The Underlying Framework, Behaviours in the Servicescape, Internal Responses
to the Servicescape, And Environmental Dimensions of the Servicescape

Physical Evidence

Physical evidence refers to the tangible elements of a business that customers can see, touch, or
experience. It includes all aspects of the organization’s physical facility (servicescape) as well as
other tangible aspects of tangible communication.

Physical Evidence- Components

ServiceScape
The concept of servicescape was first developed by B.Booms and M.J. Bitner in 1981. They
defined servicescape as“the environment in which the service is assembled and in which seller
and consumer interact combined with tangible commodities that facilitate the performance or the
communication of the service.” The design of servicescape should take into consideration

2022-23 Prepared by: Anik Ghosh (Brainware University, Barasat)

 BRAINWARE UNIVERSITY
[MM403] CLASS NOTES [Services Marketing]
two important aspects: spatial layout and functionality, and aesthetic appeal. Spatial layout and
functionality refers to the ways in which seats, equipments, furnishings, and entrances, and exits
are designed and arranged. Aesthetic Appeal refers to factors such as surrounding, external
environment, cleanliness, and upkeep of facilities etc. that influence customer perception and
evaluation.

Examples of Physical Evidence from the Customer’s Point of View

2022-23 Prepared by: Anik Ghosh (Brainware University, Barasat)

 BRAINWARE UNIVERSITY
[MM403] CLASS NOTES [Services Marketing]

Types of Servicescapes

Service Companies design servicescapes based on the nature of the interaction required for
the service production and delivery. Based on usage servicescape can be classified into three
types:-

1. Self- Service: These services are dominated by customer presence in the servicescape and
their actions. The customers acquire service on his or her own. ATMs, fast-food centre, and
movie theatres are the examples of the self-service environment. The creation of physical
environment must focus on customer needs. The customer must find the facility attractive, easy
to use, and emotionally satisfying.

2. Interpersonal Services: In this type of servicescape both employees and customers are given
adequate importance. The examples of these services include restaurant, hotel, health clinics,
banks and airlines. The servicescape should contribute to social interactions between and among
customers and employees.

3. Remote Services: In these services only employees perform the action in service scape as
these services are used by the customer from the distance. The example of remote services
includes telephone, insurance, utility services and mail order. The servicescape must pay
attention to their needs, efficiency, motivation and satisfaction.

2022-23 Prepared by: Anik Ghosh (Brainware University, Barasat)

 BRAINWARE UNIVERSITY
[MM403] CLASS NOTES [Services Marketing]

Roles of the Servicescape

The Servicescape plays several important roles in shaping customers' experiences and
perceptions of a service. These roles can be broadly categorized into four main functions:

1. Package: The Servicescape acts as a package that encapsulates the overall look, feel, and
atmosphere of the service environment. It includes elements such as interior design, lighting,
colors, and décor, which create a visual representation of the service offering. The package
serves to communicate the essence of the brand and sets the tone for customers' expectations. A
well-designed Servicescape can create a strong first impression, helping to attract and retain
customers.

2. Facilitator: The Servicescape serves as a facilitator by enabling and supporting the efficient
and effective delivery of the service. It includes aspects such as spatial layout, functionality, and
accessibility, which impact customers' ease of navigation, comfort, and overall satisfaction. A
well-organized Servicescape can enhance the service experience by minimizing confusion,
streamlining processes, and ensuring that customers' needs are met promptly and efficiently.

3. Socializer: The Servicescape plays a role as a socializer by influencing the nature and quality
of social interactions between customers and service providers, as well as among customers
themselves. It can do so by providing spaces that encourage conversation and collaboration, or
by creating a welcoming and inclusive atmosphere. The social aspect of the Servicescape can
contribute to customers' sense of belonging, community, and overall satisfaction with the
service.

4. Differentiator: The Servicescape can act as a differentiator by setting a service apart from its
competitors and creating a unique identity in the marketplace. Through distinctive design,
branding, and ambiance, a memorable Servicescape can help a business stand out from the
competition and establish a strong brand identity. This differentiation can lead to increased
customer loyalty, word-of-mouth referrals, and a competitive advantage in the market.

By understanding and leveraging these roles, businesses can strategically design and manage
their Servicescape to create environments that enhance customer satisfaction, foster positive
experiences, and ultimately drive business success.

2022-23 Prepared by: Anik Ghosh (Brainware University, Barasat)

 BRAINWARE UNIVERSITY
[MM403] CLASS NOTES [Services Marketing]

Servicescape Model

The Bitner Servicescape Model is a framework developed by Mary Jo Bitner in 1992 to

understand the impact of physical surroundings on customer experiences in service settings. The
model suggests that the physical environment of a service business can have a significant impact
on customer perceptions and behaviours.

The Bitner Servicescape Model identifies three main elements of the physical environment that
can influence customer experiences:

1. Ambient Conditions: These are the background environmental features such as lighting,
temperature, noise, and music that impact the customer's sensory experiences.

2022-23 Prepared by: Anik Ghosh (Brainware University, Barasat)

 BRAINWARE UNIVERSITY
[MM403] CLASS NOTES [Services Marketing]
2. Spatial Layout and Functionality: This includes the physical layout and design of the
service setting, such as the shape and size of the space, the arrangement of furniture, and the
flow of traffic.

3. Signs, Symbols, and Artifacts: These are the visual cues and objects that communicate the
service provider's image and brand, such as logos, signage, and décor.

The Bitner Servicescape Model suggests that a well-designed physical environment can
positively influence customer perceptions and behaviors, leading to improved customer
satisfaction, loyalty, and sales. Additionally, it can also help create a distinct brand image and
differentiate the service provider from competitors.

To better understand Bitner's Servicescape Model, let's consider some examples for each of the
three dimensions of the model:

1. Ambient conditions:

Example: A luxury spa - A luxury spa may use soft lighting, calming music, and soothing
scents (e.g., lavender or eucalyptus) to create a relaxing and stress-free environment for its
customers. These ambient conditions contribute to the overall atmosphere, setting the tone for a
serene and rejuvenating experience.

2. Spatial layout and functionality:

Example: A supermarket- A well-designed supermarket may have wide aisles, logically

organized product sections, and easily accessible checkout counters. The layout enhances the
customers' shopping experience by facilitating easy navigation and minimizing confusion. The
functionality of the space also impacts the efficiency of shopping, as customers can quickly
locate items and complete their purchases.

3. Signs, symbols, and artifacts:

Example: A themed restaurant- A restaurant with a specific theme (e.g., a 1950s American
diner) might use various signs, symbols, and artifacts to create an immersive experience for its
customers. This could include nostalgic décor, such as vintage posters, neon signs, and
jukeboxes, as well as uniforms for the staff that reflect the theme. These elements contribute to
the establishment's identity and help create a unique and memorable atmosphere.

2022-23 Prepared by: Anik Ghosh (Brainware University, Barasat)

 BRAINWARE UNIVERSITY
[MM403] CLASS NOTES [Services Marketing]
By examining these examples, we can see how the Servicescape Model's three dimensions come
into play in different service contexts. It's important for businesses to strategically design and
manage their physical environments in a way that aligns with their brand identity, caters to their
target customers, and creates a positive experience. This will help them differentiate themselves
from competitors and foster customer satisfaction and loyalty.

2022-23 Prepared by: Anik Ghosh (Brainware University, Barasat)