This paper sets out to analyze the overall impact of a physical evidence of a service organization on its target audience. The purpose is to assess the ways in which different aspects of the underlying physical evidence manage expectations of the organization’s customers and to find out if there are any positive or negative gaps between promising and delivering the components of services communicated through physical evidence. London Bridge Hospital has been selected for this purpose. It is the largest hospital operating in the healthcare industry of London (Official Website, 2016).
Physical evidence of the hospital is composed of several elements such as environment, medical and paramedical staff, the uniform of staff, wards, operation theaters, medicines, equipment, furnishing, etc (Rao, 2011; Patterson, and Wirtz, 2014; Lovelock, Patterson, and Wirtz, 2014). As for premises, the building has graceful elevation (Historic England, 2016) as also shown in the figure below:
(Alamy, n.d.)
This physical aspect of the building adds a lot to the customer expectations, as it belongs to the category of search quality (Patterson, and Wirtz, 2014; Strydom, 2005; Lovelock, Patterson, and Wirtz, 2014). The Large size of the building communicates the message of handsome capacity and large investment in every dimension to ensure the best quality of healthcare services being provided.
Another tangible aspect of physical evidence is the appearance of medical and paramedical staff. They are well dressed in clean uniforms. This search attribute also conveys the message of a high degree of sustainability in the provision of services and inspires expectations among patients in this regard (Official Website, 2016b). All the members of staff are punctual and very cooperative towards patients. Doctors receive every in and outpatient in the high spirit of courtesy and properly examine and manage each and every case (Official Website, 2016b). Certainly, this factor enables patients to conduct experience evaluation of the services being provided (Patterson, and Wirtz, 2011).
Another important physical evidence is the location of the Hospital. London Bridge Hospital is situated in the heart of a crowded area of the capital city London that itself adds a lot of value to the communication strategy of the organization. Patients using any transport can easily access the hospital due to which it attracts the attention of large patient base and enjoys a high degree of exposure to the healthcare sector. Furthermore, there is a beautiful river-sight at the back of the hospital to keep the patients close to nature. Being close to a natural sight is also a symbol of sustainability, as it relates to the environment surrounding the facility. Therefore, it is seen as an important aspect of a service-escape (Historic England, 2016; Patterson, and Wirtz, 2014).
The building is divided into different parts on the services being provided such as outpatient area, emergency wards, children ward, etc. This is a physical evidence throwing light on the capacity of the organization. Patients are checked and made aware of a complete patient journey through which they have to undergo during their course of treatment (HCA, 2016). Floors are well furnished and cleaned on a daily basis to increase the attractiveness of the facility for potential customers. It shows that the services are being provided in a healthy environment, which is also a symbol of sustainability. Furthermore, there is proper lighting at all floors and fast moving lifts are ensuring smooth and hassle free transfer of patients and staff to and from different floors of the building. Wheelchairs are also provided to the patients that are unable to walk due to some disease, injury, or handicap (NHS, 2016).
There are several attributes of the service-escape that can be judged and evaluated on the scale of search quality. For example, a patient at very first sight of the elevation and location of the underlying facility will develop an image of sustainability in his mind. He would expect a high degree of availability of equipment and capacity of performance. However, there are elements of overpromising when it comes to space because the underlying facility is not allowing for the spacious area for car parking. Despite being situated in the capital city where upper class is in the majority, there is congested space for car parking that is not offered free of cost either (London Bridge Hospital, 2016b). It implies that the provision of a service (car parking) is falling the expectations of the visitors, which is indicative of overpromising in this area.
Other physical evidences such as equipment, staff, and other facilities in wards are meeting the expectations of patients in the most appropriate ways. Stakeholders at the organization, especially patients, hold positive remarks for the facility based on the search quality confirmed by experience quality of different aspects of physical evidence. For example, both outpatients and inpatients are given proper roadmap and examined and treated in optimized ways. There are no complaints of delays or unprofessionalism shown in any dimension of services (Glassdoor, 2016).
Staff, equipment, and other facilities in the hospital are satisfying the core needs of customers while analyzed on the scale of Maslow’s hierarchy of needs (Kremer and Hammond, 2013; Lovelock, Patterson, and Wirtz, 2014). For example, the hospital administration ensures the best provision of psychological needs such as water, rest, noise-free environment also surrounded by natural beauty, etc.
The hospital is covered from all sides. Furthermore, it is also discussed that medical and paramedical staff take the best care of all categories of patients. In this way, it ensures that ‘safety and security’ needs of patients are met in the most appropriate ways. Through well-managed inpatients wards, the facility also meets social needs of patients by letting them interact with an environment encouraging for this consideration. Friendly interaction among staff and patients also serve this need. Ego needs are met by providing best healthcare services and making the patients feel better at each phase of their treatment. Fulfillment of all these needs leads to highly positive results of post experience evaluation by patients.
List of References
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