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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
ESSENTIAL EVIDENCE
• This constitute a dominant part of the service
facility. These are technical facilities without
which the service delivery is impossible.
• This evidence cannot be passed on to the
consumers, except may be on a temporary basis
as in the case of car rental
• It cannot be possessed by the customer; the
building, its size and design , Interior layout and
Decor, Logo of the business etc.
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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ROLE OF PHYSICAL EVIDENCE IN SERVICE MARKETING

  • 1. ROLE OF PHYSICAL EVIDENCE IN SERVICE MARKETING PRESENTED BY: PREETI YADAV YOGESH SINGLA
  • 2. 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
  • 3. 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
  • 4. TYPES OF PHYSICAL EVIDENCE I. Essential Evidence II. Peripheral Evidence
  • 5. ESSENTIAL EVIDENCE • This constitute a dominant part of the service facility. These are technical facilities without which the service delivery is impossible. • This evidence cannot be passed on to the consumers, except may be on a temporary basis as in the case of car rental • It cannot be possessed by the customer; the building, its size and design , Interior layout and Decor, Logo of the business etc.
  • 7. COMPONENTS  FACILITY EXTERIOR  EXTERIOR DESIGN Parking Signage Landscaping Surrounding Environment
  • 8.  FACILITY INTERIOR  INTERIOR DESIGN Warm colors Red Yellow Orange Cool colors Blue Green Violet EQUIPMENT LAYOUT TEMPERATURE
  • 9.  OTHER TANGIBLE EVIDENCE Business Cards Stationary Billing Statements Reports Brochures Employee Performance Employee Appearance
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. PHYSICAL EVIDENCE OF BANKS (Tangible) • Cheque Book • Debit card • Passbook • Important passwords and pins (Intangible) • Lightning • Temperature • Noise