Submitted by - Kiran Thakur

Submitted by Kiran thakur
Physical evidence is everything that a company physically
exhibits to the customer.
It includes physical environment of the service outlet, the exterior, the interior, all tangibles like machinery, furniture,vehicles,stationary,signboards,communication material, receipts etc It provides tangible cues to quality expectation. customer to develop service
Shaping first impression Managing trust Providing sensory stimuli To shape customer perception Facilitating quality of service
Physical
evidence the lifeline for services. and it works as a silent salesman.

Service provider is seeking to make the service more tangible by creating right physical setting. Importance of physical evidence for communicating service quality, attributes, setting customer expectations and creating service experience.
Physical evidence provides the opportunity for the organization to send the message they want regarding the organization's purpose and nature of the service. The important benefits offered by physical evidence are-
1) Increased employee productivity, 2) Creation of good impression among customers, 3) And differentiation from competitors.
Essential evidence Peripheral evidence
1) Essential evidence :- It is provided by those tangibles without which the service cant be delivered. 2) Peripheral evidence :- It is provided by those tangibles given out by service provider as gifts.
That which can not be possessed by the customers as the part of the service but it contributes to the overall ambience of the service environment. Examples :- Building furnishings, signage, layout , background music, employees & their uniform are considered part of essential evidence.
Items which are actually possessed by the client as part of the service.
The variety of peripheral evidences is enormous but it includes :credit card, cheque book, admission ticket, a souvenir post card invoices and statements.
Service Scape
Facility Exterior Facility Interior
Other tangibles
Service Scape :- The environment in which the service is delivered and where the firm and the customer interact is called service scape.
Other tangibles :- Any tangible commodities that facilitate the performance or the communication of the service.
Facility exterior :

Exterior design Signage Parking Landscape Surrounding environment
Facility interior :

Interior design Equipment Signage Layout Air quality/temperature
Business cards Stationery Billing statements Reports Employee dress Uniforms Brochures Web pages
The servicescape is part of the value proposition!

Orbit Hotel and Hostel, Los Angeles Four Seasons Hotel, New York
Younger & fun loving guests Low Budget comparatively
More mature, Affluent and Prestigious clientele Upscale Business travelers
In patient room
Package : Convey image

Facilitator : Aid in the performance/service delivery Socializer : Convey expectations Differentiator : Differentiate between competitors to customers
Recognize the Strategic Impact of Physical Evidence Map the Physical Evidence of Service Clarify Roles of the Service scape Access and Identify Physical Evidence Opportunity Be Prepared to Update and Modernize the Evidence Work Cross Functionally
Recognize the Strategic Impact of Physical Evidence
Planners must know what the goals are and then determine how the evidence strategy can support them. The basic service concept must be defined.
Map the Physical Evidence of service

Everyone should be able to see the service process and the existing evidence of Physical Evidence.
Clarify roles of the Service scape

This is essentially the case for telecommunication services or express mail services.
Access and Identify Physical Evidence Opportunity

A strategy must be developed to provide more evidence of service to show customers exactly what they are paying for.
Be Prepared to Update and Modernize the Evidence

The servicescape requires frequent or at least periodic updating and modernization. There is clearly an element of fashion involved
Work cross functionally

A multi function team approach to physical evidence strategy for making decisions about the service scape
The remote encounter :- This type of encounter does not bring the two parties face to face but they may be in touch through letter, e-mails, delivery machine such as ATM
The Indirect personal encounter :- This type of encounter occurs on telephone on internet etc.The two parties are not in face to face contact but have some means of instantaneous communication.
The direct personal encounter- This is the most common encounter for the service provision. The customer is in face- to face contact with the service provider. The appearance of the employees , uniforms, etc. all contribute to the perception of the service quality. This type of encounters can be planned however , the encounter may not proceed as per the planned script.

Submitted by - Kiran Thakur

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Submitted by - Kiran Thakur

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Submitted by Kiran thakur

Physical evidence is everything that a company physically

exhibits to the customer.

evidence the lifeline for services. and it works as a silent salesman.

Essential evidence Peripheral evidence

Exterior design Signage Parking Landscape Surrounding environment

Interior design Equipment Signage Layout Air quality/temperature

The servicescape is part of the value proposition!

Younger & fun loving guests Low Budget comparatively

More mature, Affluent and Prestigious clientele Upscale Business travelers

Package : Convey image

Recognize the Strategic Impact of Physical Evidence

Map the Physical Evidence of service

Clarify roles of the Service scape

Access and Identify Physical Evidence Opportunity

Be Prepared to Update and Modernize the Evidence

Work cross functionally

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