I will relate the concepts to McDonald’s way of working with their servicescapes (showing what is in their menu and paying process).
In one of the videos (the first one – ”physical evidence and servicescapes”), they are talking about the message to the customer and the importance that it sends the wanted message with efficiency and easiness to understand and to perceive it. Also, it is needed to be updated and modern in the way of presenting a product and using the servicescapes.
For example: The change from actual/physical menus on paper to digital screens presenting the menus. This is a way of using the servicescapes in order to obtain good customer experience, in the way of making it more up to date.
Positive effects: modern, fun, lot of colours, nice pictures, updated, easy to understand.
Negative: pictures change fast, too much movement for some people, not easy for older people.
Another thing with McDonalds is that you can order from a self-service counter. You can choose if you want to have service face-to-face or order yourself. In this example they have not changed anything (like in the example with the menus) but instead added something that makes the servicescape bigger and more adaptable to different customers with different needs, according to what they prefer.