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INTRODUCTION ZEITHAMI & BITNER DEFINE PHYSICAL EVIDENCE AS THE - - PowerPoint PPT Presentation
INTRODUCTION ZEITHAMI & BITNER DEFINE PHYSICAL EVIDENCE AS THE - - PowerPoint PPT Presentation
Chapter No. Page No. 17 154 Marketing of Banking Services PHYSICAL EVIDENCE INTRODUCTION ZEITHAMI & BITNER DEFINE PHYSICAL EVIDENCE AS THE ENVIRONMENT IS WHICH THE SERVICE IS DELIVERED AND WHERE THE FIRM AND CUSTOMER INTERACT,
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PHYSICAL EVIDENCE
INTRODUCTION PURPOSE OF PHYSICAL EVIDENCE IS TO :
- ENHANCE THE CUSTOMER PERCEPTION OF THE
SERVICE.
- ENHANCE EMPLOYEES PERFORMANCE DURING THE
SERVICE DELIVERY PROCESS.
- SUPPORT THE ORGANIZATION'S MARKETING
PROGRAMME BY MAKING IT POSSIBLE TO MANAGE THE TANGIBLE CUES TO THE BEST ADVANTAGE OF THE CUSTOMER AND THE EMPLOYEES.
CONT….
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PHYSICAL EVIDENCE
INTRODUCTION EFFORTS BY SERVICE PROVIDER TO TANGIBLISE THEIR SERVICE :
- PHYSICAL FACILITIES ESSENTIAL PERIPHERAL
EVIDENCE).
- PHYSICAL SETTING (APPEARANCE OF THE PREMISES-
DESIGN AND DECOR).
- SOCIAL SETTING (APPEARANCE OF STAFF).
CONT….
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PHYSICAL EVIDENCE
INTRODUCTION
- INCASE OF SELF SERVICE BY THE CUSTOMER:
WHERE THERE IS HARDLY ANY CUSTOMER-EMPLOYEE INTERACTION, THE PHYSICAL FACILITIES MUST BE CREATED BEARING IN MIND THE REQUIREMENTS OF THE
- CUSTOMER. e.g. ATMS
- IN CASE OF REMOTE SERVICE:
WHERE THE EMPLOYEES PROVIDE THE SERVICE TO THE CUSTOMER FROM A DISTANCE, WITHOUT INTERACTION, PHYSICAL EVIDENCE IS DESIGNED FOCUSING ON OPERATIONAL EFFICIENCY OF THE EMPLOYEES. e.g. CALL CENTRES.
CONT….
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PHYSICAL EVIDENCE
INTRODUCTION
- INTERPERSONAL INTERACTIONS WHERE BOTH THE
CUSTOMER AND THE EMPLOYEE MUST BE PRESENT IN THE SERVICE DELIVERY PROCESS, e.g. AIRLINES, BANKS, HOTELS etc.
- LEAN ENVIRONMENT: SOME SERVICE ENVIRONMENTS
ARE SIMPLE, WITH VERY LITTLE EQUIPMENT AND REQUIRES LITTLE SPACE. e.g. ATMS
- ELABORATE ENVIRONMENT: SERVICE ENVIRONMENT
MAY BE COMPLICATED WITH MUCH EQUIPMENT AND MORE SPACE AS VARIOUS FUNCTIONS MAY BE PERFORMED IN THIS SETTING.
CONT….
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PHYSICAL EVIDENCE
PHYSICAL FACILITIES
- MOST POTENTIAL CUSTOMERS FORM AN IMPRESSION
ABOUT THE SERVICE ORGANIZATION ON THE BASIS OF PHYSICAL EVIDENCE.
- ESSENTIAL EVIDENCE: THESE ARE THE TECHNICAL
FACILITIES WITHOUT WHICH THE SERVICE DELIVERY IS
- IMPOSSIBLE. e.g. HOTEL BUILDING, AIRCRAFT, OFFICE,
FURNITURE etc. THIS EVIDENCE CAN NOT BE PASSED ON TO THE CUSTOMER. EXCEPT MAY BE ON A TEMPORARY BASIS AS IN THE CASE OF A CAR RENTAL.
- PERIPHERAL EVIDENCE: IT INCLUDES BUSINESS CARDS,
STATIONARY, BROCHURES etc. THIS EVIDENCE IS NORMALLY PASSED ON TO THE CUSTOMER IN THE COURSE OF TRANSACTION.
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PHYSICAL EVIDENCE
PHYSICAL ENVIRONMENT
- THE “SERVICE SCAPE” IS THE PLACE WHERE THE
SERVICE IS PERFORMED, DELIVERED AND CONSUMED.
- THE ELEMENTS OF “SERVICESCAPE” THAT AFFECT
CUSTOMER'S PERCEPTION OF THE SERVICE INCLUDE:
- EXTERIOR ATTRIBUTES (PARKING AREA, FRONT
ELEVATION, LANDSCAPE) AND
- INTERIOR ATTRIBUTES (DESIGN LAYOUT, AMBIENCE etc).
CONT….
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PHYSICAL ENVIRONMENT IMPORTANT ELEMENTS OF PHYSICAL SETTING ARE:
- AMBIENCE: THE ELEMENTS ARE TEMPERATURE,
LIGHTING, NOISE, MUSIC, SCENT AND COLOR etc.
- SPATIAL LAYOUT AND FUNCTIONALITY: IT REFERS TO
THE WAY IN WHICH THE EQUIPMENT AND FURNITURE ARE ARRANGED. THE FUNCTIONALITY REFERS TO THE ABILITY OF THE EQUIPMENT AND FURNITURE AND FITTINGS TO FACILITATE THE ACCOMPLISHMENT OF THE EMPLOYEE AND CUSTOMERS GOALS.
- DECOR AND ARTEFACTS: SIGNS, SYMBOLS AND
ARTEFACTS ARE THE COMPONENTS, WHICH CREATES THE FIRST IMPRESSION ON THE CUSTOMER.
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SOCIAL SETTING THE ASPECTS OF SOCIAL SETTING INFLUENCING THE CUSTOMER’S EVALUATION OF THE SERVICE INCLUDES:
- THE APPEARANCE.
- CONSISTENCY OF QUALITY PERFORMANCE.
- INTERACTIVE SKILLS.
- PERSONALITY AND ATTITUDE TOWARDS WORK OF THE
SERVICE STAFF. THE PERSON WHO DELIVERS THE SERVICE REPRESENTS THE SERVICE ITSELF
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ROLE OF PHYSICAL EVIDENCE
- IT ENHANCES THE PERFORMANCE LEVEL OF THE
EMPLOYEES AND THE CUSTOMERS IN THE SERVICE ENVIRONMENT.
- IT HELPS TO CONVEY EXPECTED ROLES, BEHAVIOUR
AND RELATIONSHIPS IN THE INTERACTION PROCESS. IT ACTS AS A EQUALIZER.
CONT....
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ROLE OF PHYSICAL EVIDENCE
- IT DIFFERENTIATES THE SERVICE FIRM FROM ITS
COMPETITORS AND REFLECTS ITS POSITIONING STRATEGY.
- IT ALSO PORTRAYS CORPORATE IMAGE AND BUILDS
CORPORATE IDENTITY.
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GUIDELINES FOR PHYSICAL EVIDENCE STRATEGY PHYSICAL EVIDENCE PLAYS AN IMPORTANT ROLE IN COMMUNICATING PROMISES AND CREATING CUSTOMER EXPECTATIONS.
- LINKED TO ORGANIZATIONAL GOALS.
- MAP THE EVIDENCE.
- CLARIFY THE ROLE OF SERVICESCAPE.
- ASSESS AND IDENTIFY PHYSICAL EVIDENCE
OPPORTUNITIES.
- WORK IN AN INTEGRATED WAY.
ZEITHAMI AND BITNER
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CORPORATE IDENTITY IDENTITY OF A CORPORATE IS UNIQUE AND IS FORMED BY AN ORGANIZATION'S HISTORY AND:
- ITS BELIEFS AND PHILOSOPHY.
- ITS TECHNOLOGY.
- ITS OWNERSHIP.
- ITS STRATEGIES.
- ITS PEOPLE.
- ITS ETHICAL AND CULTURAL VALUES .
THE PERSONALITY OF ITS LEADERS.
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PHYSICAL EVIDENCE
CORPORATE IMAGE IT IS THE PICTURE OF:
- THE COMPANY’S AUDIENCE.
- THE CUSTOMERS.
- THE MEDIA AND DONORS.