Services Marketing
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Chapter 16 : Physical Evidence
Elements of Physical Evidence
Types of Physical Evidence
Essential Evidence Peripheral Evidence
Significance of Physical Evidence
Chapter Summary
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.
Physical evidence can be categorized into two types – peripheral and
essential. Essential physical evidence is provided by those tangibles,
without which the service cannot be delivered. Peripheral evidence is
provided by those tangibles given out by service providers as gifts. The
important benefits offered by physical evidence are increased employee
productivity, creation of good impression among customers, increased
credibility of the service provider, and differentiation from competitors,
effective management of service quality and repositioning of services.
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