2. What is physical evidence
Services are intangible
Customers rely on tangible cues or physical
evidence for evaluation of services Before
purchase.
3. Elements of Physical Evidence
Facility exterior
Exterior design
Parking
Landscape
Surrounding environment
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4. OtherTangibles
Business cards
Stationary
Billing Statements
Reports
Employee dress
Uniforms
Brochure
Internet / web pages
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5. Services Communication through physical
evidence
Heavy
Hospitals
Resorts
Childcare
Limited
Insurance
Courier service
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6. Types of physical evidence
Self–service (customer only)
Interpersonal services (Both customer and
employee )
Remote service (employee only)
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7. Self-Service
Customer performs most of the activities
Very few employees involved
ATMs
Various locations
Mostly self service
How should the facilities be
Physical evidence
Pleasing
Easy to use for customers
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8. REMOTE SERVICES
Other extreme
Virtually no customer involvement
Customer rarely visits facilities
It may be another country
How physical evidence is designed
Employee interests and preferences
Motivate employees
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10. Physical evidence strategies
Recognise the strategic impact of physical
evidence
Map the physical evidence of service
Clarify roles of the servicescape
Assess and identify physical evidence
opportunities
Be prepared to update and moderate the
evidence
Work cross–functionally
11. Recognize the strategic Impact of
physical evidence
Role of physical evidence must be defined
Before designing and executing service
strategy
Clarify the overall role of physical evidence
Decisions on physical evidence are
▪ Costly
▪ Permanent
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12. Map the physical evidence of service
Before deciding physical evidence
Take every employee into confidence
Show even customers
Get feedback
Finalise after consultation
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13. . Work cross-functionality.
What dress should employees wear when employees service
customers.
Different views.
Operations dept.
Comfort of employees.
Marketing department.
Appealing to customers.
Conflict.
Something which is comfortable may not be appealing and
vice versa.
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14. conclusion:
All have to work together Have a team which
has members from all departments LIKE
▪ Marketing
▪ Operations
▪ Finance
▪ would lead a very good key for success in physical
evidence of services.
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