08-08-2012, 09:37 AM
Service Delivery and Physical Evidence
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When we talk of service delivery, we must begin
with the 7 Ps of services, viz.
These are the seven deliverables by/through a service
Product
Price
Place
Promotion
People
Process
Physical Evidence
A case of Mc DONALDS'
THE 7 P's
PRODUCT:Mc Donalds product portfolio primarily comprises of vegetarian and non-vegetarian burgers, etc.
Mc Donalds also provides mean combos with medium fries and medium soft drink, happy mean with small soft drink, economic meals with small soft drink and value meals with potato wedges and small soft drink.
PRICE:
Vegetarian burgers are priced - Rs 20 and Rs48. Wrap paneer salsa is priced at Rs 45-50.
The non vegetarian burgers are priced between Rs 30 and Rs 60.
Wrap chicken Mexican is priced at Rs 55. Medium French fries are priced at Rs 28, etc.
PROMOTION:
The prime focus is on targeting children. In happy meals too which are targeted at children small toys are given along with the meal.
Various schemes for winning prices by way of lucky draws and also scratch cards are given when an order is placed on the various mean combos.
In fact, the various econo meals and value meals also signal to the customer that buying separate items results in greater value for money for the customer.
PLACE:Mc Donalds outlets are very evenly spread throughout the NCR region. Mc Donalds does not offer home delivery but its outlets are very readily accessible. Mc Donalds also offers take away drive through facilities.
PEOPLE:The employees in Mc Donalds have a standard uniform and Mc Donalds specially focuses on friendly and prompt service to its customers from their employees.
PROCESS:The food manufacturing process at Mc Donalds is completely transparent i.e. the whole process is visible to the customers. In fact, the fast food joint allows its customers to view and judge the hygienic standards at Mc Donalds by allowing them to enter the area where the process takes place. The customers are invited to check the ingredients used in food.
PHYSICAL EVIDENCE:Mc Donalds focuses on clean and hygienic interiors of is outlets and at the same time the interiors are attractive and the fast food joint maintains a proper decorum at its joints.
Physical Evidence" the lifeline for service companies..
Take an example of a restaurant where you have gone for a date with your girlfriend/boyfriend. You are very much satisfied with price, people, process etc...but you don't get seats comfortable enough to sit for long. They also have sprayed strong room freshner which is making you to fight to breath..Utensils are not cleaned etc..etc..
Result..your date gets spoiled.
Take another example...
You have gone for a business meeting in summer and the company has arranging for you to stay in a Five star hotel...You stayed there for a night and to your surprise the AC was not working ...and so you have managed with the fan only for the whole night...
Result...you may not want to stay in that hotel on your next visit
Example ITC-Welcome Group
The campaign is successful enough to maintain its brand as one of the best Hotels in India. The move is in fact necessary to keep attracting the tourist as India is becoming one of the most favoured country to visit.
The ad really gives the feel of the comfort and what a Service sector should cater to. An awesome Ad, feel like spending one night at Maurya.
A music event is packed full of physical evidence. The tickets have the singers/ logos printed on them, and volunteers are wearing uniforms / badges.
The auditorium itself could be impressive and have an electrifying atmosphere. The exterior is full of posters of the celebrities. You travelled there and parked quickly nearby, and your seats are comfortable and close to restrooms and store.
All you are waiting for is to enjoy!
As a means of communications
Some organizations depend heavily upon physical evidence as a means of marketing communications, for example tourism attractions and resorts, parcel and mail services, and large banks and insurance companies.
Definition of Physical Evidence
Servicescape: the environment in which the service is delivered and where the firm and the customer interact
Any tangible commodities that facilitate performance or communication of the service
Servicescape
Facility exterior:
Exterior design
Signage
Parking
Landscape
Surrounding environment
Facility interior:
Interior design
Equipment
Signage
Layout
Air quality/temperature
Other Tangibles
Business cards
Stationery
Billing statements
Reports
Employee dress
Uniforms
Brochures
Web pages
Roles of the Servicescape
Package:
Convey image
Facilitator:
Aid in the performance/service delivery
Socializer:
Convey expectations
Differentiator:
Differentiate between
competitors and customers