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, AND ANY TANGIBLE COMMODITIES THAT FACILITATE PERFORMANCE OR COMMUNICATION OF THE SERVICE.” CONT….
Chapter No. Page No. 17 154 Marketing of Banking Services PHYSICAL EVIDENCE INTRODUCTION “THE APPEARANCE OF THE ESTABLISHMENT AND ITS PERSONNEL ARE OFTEN EMPLOYED BY THE CUSTOMER AS CUES TO THE QUALITY OF THE SERVICE RENDERED.” BESSON AND JACKSON CONT….
Chapter No. Page No. 17 154 Marketing of Banking Services 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….
Chapter No. Page No. 17 154 Marketing of Banking Services 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….
Chapter No. Page No. 17 155 Marketing of Banking Services 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….
Chapter No. Page No. 17 155 Marketing of Banking Services 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….
Chapter No. Page No. 17 156 Marketing of Banking Services 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.
Chapter No. Page No. 17 156 Marketing of Banking Services 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: o EXTERIOR ATTRIBUTES (PARKING AREA, FRONT ELEVATION, LANDSCAPE) AND o INTERIOR ATTRIBUTES (DESIGN LAYOUT, AMBIENCE etc). CONT….
Chapter No. Page No. 17 157 Marketing of Banking Services PHYSICAL EVIDENCE 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.
Chapter No. Page No. 17 159 Marketing of Banking Services PHYSICAL EVIDENCE 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
Chapter No. Page No. 17 159 Marketing of Banking Services PHYSICAL EVIDENCE 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....
Chapter No. Page No. 17 159 Marketing of Banking Services PHYSICAL EVIDENCE 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.
Chapter No. Page No. 17 159 Marketing of Banking Services PHYSICAL EVIDENCE 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
Chapter No. Page No. 17 160 Marketing of Banking Services PHYSICAL EVIDENCE 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.
Chapter No. Page No. 17 160 Marketing of Banking Services PHYSICAL EVIDENCE CORPORATE IMAGE IT IS THE PICTURE OF: � THE COMPANY’S AUDIENCE. � THE CUSTOMERS. � THE MEDIA AND DONORS. COMPANY'S LOGO, STAFF UNIFORM, BRAND NAMES AND ADVERTISEMENTS ARE TANGIBLES, WHICH HELP TO REINFORCE THE CORPORATE IDENTITY WITH THE CORPORATE IMAGE.
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