MKT 723 Chapter Notes - Chapter 11: Nonverbal Communication, Truism, Environmental Design

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Chapter 11 physical evidence and the servicescape. Customers often rely on tangible cues/physical evidence to evaluate services before purchase and to assess their satisfaction during and after. Effective design of physical evidence assists in closing gap 2. Physical evidence includes tangible aspects of communication (signage, landscape, websites, etc). Clue management the process of clearly identifying and managing all the clues customers use to form impressions and feelings about the company. Organizations differ in terms of whom the servicescape will actually affect. One extreme is the self-service environment; the organization can plan to focus exclusively on marketing goals as attracting the right customers, and creating the right experience (atm). The other extreme is remote service, with little/no customer involvement (mail-order services). In remote services, the facility may even be located in another country. Facilities may be set up to motivate employees and facilitate productivity without any consideration of the customer because they will never see the servicescape.

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