2. KEY ELEMENTS OF SERVICES
MARKETING
Seven P`s of Services Marketing Positioning
I. Product Market Segmentation
II. Pricing Balancing of Demand and
III. Place Capacity
IV. Promotion Branding of Services
V. People
VI. Physical evidence
VII.Process
3. KEY ELEMENTS OF SERVICES
MARKETING
Seven P`s of Services Marketing Positioning
I. Product Market Segmentation
II. Pricing Balancing of Demand and
III. Place Capacity
IV. Promotion Branding of Services
V. People
VI. Physical evidence
VII.Process
4. PHYSICAL EVIDENCE
As services are intangible, customers are in the search
for any tangible cues to help them understand the
nature of the service experience.
Physical evidence refers to the environment in which the
service is assembled and in which the seller and
customer interact, combined with tangible commodities
that facilitate service delivery
5. PHYSICAL EVIDENCE
According to Dowll & Gamble ‘Physical Evidence’
Environments imply purpose and action
They contain meaning and motivational messages
They employ aesthetic, social & systematic qualities
They provide more information than what can be actually
possessed
The environment has a definite impact on senses in more
than one way
6. PHYSICAL EVIDENCE
SERVICESCAPE TANGIBLE
Physical evidence consist of servicescape combined with the tangible elements
8. PHYSICAL EVIDENCE -
Servicescape
Due to the simultaneous production and consumption of
most services, the physical facility i.e. its servicescape
can play an important role in the service experience
SERVICESCAPE includes:
I. Ambient conditions
II. Space & Function
III. Signs, Symbols & artifacts
9. PHYSICAL EVIDENCE -
Servicescape
I. Ambient conditions
Temperature
Quality of air
Sound (noise factor)
Music
Studies on music and consumer behaviour have demonstrated
that music can be used as an effective tool to minimize the
negative consequences of waiting in any service operation
10. PHYSICAL EVIDENCE -
Servicescape
I. Ambient conditions
Fragrance
Scents can be a powerful tool in increasing sales, they have
gained much more attention in the retail business.
Color
It is one of the obvious visual cues in a servicescape
Different colors stimulate varying personal moods and
emotions
11. PHYSICAL EVIDENCE -
Servicescape
II. Space & Function
Spatial layout refers to the size and shape of furnishings,
counters, and potential machinery and equipment and the
ways in which they are arranged
Functionality refers to the ability of those items to
facilitate the performance of service transactions
12. PHYSICAL EVIDENCE -
Servicescape
II. Space & Function
Example: Recognizable changes in ceiling heights affect
spatial perception more than a similar change in room
width or length.
High ceilings convey feelings of spaciousness, whereas low
ceilings are associated with coziness and intimacy
13. PHYSICAL EVIDENCE -
Servicescape
II. Space & Function (includes)
Layout design (arrangement of support services)
Equipment (customer friendly)
Décor
Furnishing
Facilities exterior (landscape, exterior design, signage,
parking, surrounding environment)
14. PHYSICAL EVIDENCE -
Servicescape
III. Signs, symbols & artifacts
Rules & regulations, caution signs, directions
Explain the process educate and train the customer
Certifications
16. PHYSICAL EVIDENCE - Tangibles
Tangibles
The physical evidence of service includes all the tangible
representations of service
Brochures, Uniform, Letterhead, Business cards, Reports,
Internet presence, Equipment etc
17. PHYSICAL EVIDENCE
Two types of behavior take place in a Physical Evidence:
i. APPROACH BEHAVIOR
It means you explore, commit, affiliate and carry out
the plan
ii. AVOIDANCE BEHAVIOR
18. PHYSICAL EVIDENCE
Role of Physical Evidence in Service Marketing
Shaping 1st Impression
Facilitating the Quality of Service
Socialization (Helps to initiate communication)
Means of Differentiation
Managing Trust (dentist)
Change the Image (BOB)
