Chapter 10 discusses physical evidence and servicescapes, specifically how the physical environment impacts customer and employee perceptions and behavior. It covers types of servicescapes, the roles they play, and frameworks for understanding how servicescapes influence behavior. The chapter also provides guidelines for developing effective physical evidence strategies and analyzes approaches for understanding the effects of the physical environment.

3. Table 10.1 Elements of Physical Evidence

4. Table 10.2 Examples of Physical Evidence from the Customer’s Point of View

5. Table 10.3 Typology of Service Organizations Based on Variations in Form and Use of the Servicescape

6. Figure 10.2 A Framework for Understanding Environment-User Relationships in Service Organizations