ROLE OF PHYSICAL EVIDENCE IN SERVICE MARKETING

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Physical evidence refers to the tangible components of a service that facilitate performance or communication of the service. It includes the environment in which the service is delivered and where customers interact with the business. Physical evidence can be essential, such as the facilities required to deliver the service, or peripheral, which enhances but is not essential to the service. It plays important roles such as creating atmosphere, building trust, influencing perceptions of quality, facilitating service delivery, and differentiating a business from competitors. Examples of physical evidence include facility design, equipment, signage, employee appearance and performance.

ROLE OF PHYSICAL
EVIDENCE IN SERVICE
MARKETING
PRESENTED BY:
PREETI YADAV
YOGESH SINGLA

DEFINITION
Physical Evidence is the environment in
which the service is delivered and where
the firm and the customer interact, any
tangible commodities that facilitate
performance or communication of the
service

EXAMPLE
A restaurant which has only chairs and tables
and good food , or a restaurant which has
ambient lighting, nice music along with good
seating arrangement and this also serves food.
Which one will anybody prefer?
The one with nice ambience . That’s Physical
Evidence

TYPES OF PHYSICAL EVIDENCE
I. Essential Evidence
II. Peripheral Evidence

COMPONENTS
 FACILITY EXTERIOR
 EXTERIOR DESIGN
Parking
Signage
Landscaping
Surrounding Environment

 FACILITY INTERIOR
 INTERIOR DESIGN
Warm colors
Red
Yellow
Orange
Cool colors
Blue
Green
Violet
EQUIPMENT
LAYOUT
TEMPERATURE

 OTHER TANGIBLE EVIDENCE
Business Cards
Stationary
Billing Statements
Reports
Brochures
Employee Performance
Employee Appearance

ROLE OF PHYSICAL EVIDENCE
PACKAGING
• Conveys Expectations
Physical evidence=> quality cues=>image
development
• Influences perceptions
Image development=>reduces perceived risk
=>reduces cognitive dissonance after the
purchase

FACILITATOR
Facilitates the flow of the service delivery process
Provides information
Facilitates the ordering process
Facilitates service delivery
SOCIALIZER
Facilitates interaction between:
Customers and Employees
DIFFERENTIATOR
Sets the provider apart from competition in the
mind of the consumers

What are the various purposes
served by the physical evidence?
• Creation of atmosphere or service setting for receipt
of the service
• Creation of faith and trust in the customer’s mind
• Formation of initial perceptions about service to
affect the reference price etc
• Forming good impressions about service quality
• Creation of hope and aspirations
• Improve the customer’s understanding of the
service
• Provide the right type of information
• Proof of the service delivery
• Evidence of achievement etc

PHYSICAL EVIDENCE OF BANKS
(Tangible)
• Cheque Book
• Debit card
• Passbook
• Important passwords and pins
(Intangible)
• Lightning
• Temperature
• Noise

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