Services Marketing

Customers in the service sector attempt to take cues about the service provider's capabilities and the quality of service offered from physical evidence. The major elements of physical evidence include the physical environment, the modes and content of communication, service personnel, the tangible elements accompanying the service and the brand.

The layout of the service center, atmosphere and aesthetics constitute physical environment. A well-designed layout, maintenance of appropriate lighting, music and visuals, pleasant and attractive ambiance of the outlet ensure that customers enjoy their service encounter. Placing signboards where needed and displaying the chart of service charges helps customers serve themselves and improves their experience.

Service providers should price their services right (neither too high nor too low) to attract customers. Some service providers offer tangibles like books or gifts to improve their relationship with customers. Service providers also need to invest on building the corporate brand, which conveys their image. Brand is another tangible considered by customers before purchasing a service.