Discussion Questions 1. What is physical evidence, and why have we devoted an entire chapter to it in a services marketing text? 2. Describe and give an example of how servicescapes play each of the following strategic roles: package, facilitator, socializer, and differentiator. 3. Imagine that you own an independent copying and printing shop (similar to FedEx Kinkos). In which cell would you locate your business in the typology of servicescapes shown in Table 10.3? What are the implications for designing your physical facility? 4. How can an effective physical evidence strategy help close provider gap 2? Explain. 5. Why are both customers and employees included in the framework for understanding servicescape effects on behavior (Figure 10.1)? What types of behaviors are influenced by the servicescape according to the framework? Think of examples. 6. Using your own experiences, give examples of times when you have been affected cognitively, emotionally, and physiologically by elements of the servicescape (in any service context). 7. Why is everyone not affected in exactly the same way by the servicescape? 8. Describe the physical environment of your favorite restaurant in terms of the three categories of servicescape dimensions: ambient conditions; spatial layout and functionality; and signs, symbols, and artifacts. 9. Imagine that you are serving as a consultant to a local health club. How would you advise tbe health club to begin the process of developing an effective physical evidence strategy? Exercises 1. Choose two very different firms (different market segments or service levels) in the same industry. Observe both establishments. Describe the service package in both cases. How does the package help distinguish the two firms? Do you believe that the package sets accurate expectations for what the firm delivers? Is either ~

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