Page 197 - DMGT522_SERVICES MANAGEMENT

Services Management

Notes The pleasing and friendly behaviour of these personnel in their interactions with customers
enhances customer perceptions of service quality and results in customer satisfaction.

Example: In the case of McDonald’s, the uniform color scheme, the environment, the
graphics, dress code of the personnel, and the ubiquitous and familiar golden arches help to
make the service element tangible. Another prominent example of a company, which makes
service tangible through its personnel, is that of Walt Disney World. The theme park company
enforces strict personal grooming standards for all its employees, known as ‘cast members’.
This helps the company maintain a uniformly pleasant appearance among all its service personnel
and give tangibility to the service.
Process of service delivery: It involves various steps in the process of delivering a service, and
the flow of operational activities. The service process is also evaluated on the basis of the
number of flexible or standard policies, and the technological or human modes involved in
delivering the service. Processes have been made simpler and flexible with the help of advanced
technology. This helps customers have a favourable perception of the service.
Physical environment: It is the third type of service evidence that creates an impact on customer
perceptions. The physical environment consists of the ambience offered by a service provider,
and the design of the interiors or exteriors of the service facility. For example, a couple who
want to dine at a restaurant that offers a quiet and serene ambience, would avoid going to a
crowded restaurant as they perceive that the restaurant is always noisy due to the large number
of people it caters to. The design of the interiors has the capability to give rise to a positive
perception about the service. Also people these days like going to malls as they provide a
perfect ambience for shopping (and window shopping). The malls are fully air-conditioned
with mild aroma filling in the air, sometimes good music too. They are properly lit, spacious
and clean. Malls also have proper signages to direct the customer. Overall, they provide a nice
shopping experience.
Service evidence supports the marketing strategy of a service organisation by shaping the first
impression of customers, managing their trust in the service provider, facilitating quality service,
providing a sensory stimulation to customers, changing the image of the service organisation,
and instilling the service philosophy in the employees of the service provider.

Did u know? The intangibility of services, marketing them becomes a particular challenging
and yet extremely important task.
Shaping the first impression of the customer: A customer who does not have any information
about a service will look for tangible clues to assess the quality of the service. Customers
believe in what they see and form an opinion about the service organisation and the service on
the basis of what they see. Further, to many people, the first impression is always the best
impression. Therefore, a service organisation should try to use the first impression of customers
to communicate its service commitment, competence and service customization ability. For
example, a person who plans to go on a vacation estimates the various tourist packages available
but the tangible clues he observes at the service office playa great role in influencing his decision.
The tangible clues can be in the form of physical surroundings of the service facility or the
display of certificates, plaques and trophies awarded for superior service quality, which help
convey the commitment of the service firm to superior service quality.
Managing the trust of the customer: Companies try to win the trust and confidence of their
customers in order to retain existing customers and attract new ones. Marketing of services is

192 LOVELY PROFESSIONAL UNIVERSITY