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Exam 11: Physical Evidence and the Servicescape

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Question 1

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The servicescape plays all of the following roles EXCEPT:

A) Package
B) Boundary spanner
C) Differentiator
D) Facilitator
E) Socializer

F) A) and B)
G) C) and E)

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Question 2

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Using the typology of service organizations based on variations in form and use of the servicescape, how would you categorize a paging service?

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Question 3

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To develop an effective physical evidence strategy, a service firm should use a cross-functional team approach.

When you visit the web site for Hyatt hotels, you can look at pictures of its newest hotels, register for its continuity programs and make reservations quickly. Because the site is inviting, attractive and fun to browse, customers perceive the Hyatt hotels to also be this way. By designing it this way, Hyatt has used:

Once an organization that is developing a physical evidence strategy has recognized the strategic impact of physical evidence, it must next:

Two decades ago, travelers who were looking for a place to rest for the night looked for the large, multi-colored Holiday Inn signs. Eventually, the signs started looking dated and seemed to remind people of early times even though the motel chain knew travelers wanted to stay in modern rooms with all the latest amenities. Because the signs were sending the wrong message, Holiday Inn used physical evidence strategy to create more modern signage. During which step of the physical evidence strategy would this change have occurred?

Are the referee uniforms, the wide aisles, the racks and counters and the scoreboards all part of the servicescape at a Foot Locker store?

Which of the following is an element of the servicescape for the Fred Astaire Dance Studio?

Browsing in a retail store is a(n) :

In terms of its servicescape complexity, The White Elephant, a restaurant that specializes in traditional Thai cooking is an example of a(n) _____ service environment.

Spatial layout and functionality increase in importance when:

If Maeve has to go on a business trip, she will not fly out of the airport in Atlanta, Georgia, because it is so large and has so many people who are in a hurry to get somewhere. Instead she chooses one of the smaller airports a couple of hours away. Maeve's reaction to the airport in Atlanta creates _____ behavior.

To reach business travelers (its largest market) Canadian Airline has installed gate-side business centers where tired business travelers can enjoy a hot shower or sit in massage chairs and listen to soothing music. These amenities are examples of which composite dimension of servicescapes?

Sunoco in Canada realizes the importance of physical evidence to determining the value of the service being provided. As a result, it has refurbished its restrooms and committed its station operators to maintaining hygienic restrooms. A clean-smelling restroom is an example of a positive:

Why are spatial layout and functionality very important to customers in self-service environments?

Wide aisles on an airplane let the servicescape act as a facilitator.

What is a service's physical evidence?

The only role performed by the servicescape is to attract or deter entry; it does not actually influence the degree of success consumers experience in executing their plans once inside.

Not all service providers use their servicescapes the same way. Discuss the various ways servicescapes are used and give an example of each.

Which of the following is an example of a remote service environment?