Physical evidence of services

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Physical evidence of services

  1. 1. Physical evidence of services: 1
  2. 2. What is physical evidence  Services are intangible  Customers rely on tangible cues or physical evidence for evaluation of services Before purchase.
  3. 3. Elements of Physical Evidence Facility exterior  Exterior design  Parking  Landscape  Surrounding environment 3
  4. 4. OtherTangibles  Business cards  Stationary  Billing Statements  Reports  Employee dress  Uniforms  Brochure  Internet / web pages 4
  5. 5. Services Communication through physical evidence  Heavy Hospitals Resorts Childcare  Limited Insurance Courier service 5
  6. 6. Types of physical evidence  Self–service (customer only)  Interpersonal services (Both customer and employee )  Remote service (employee only) 6
  7. 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 7
  8. 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 8
  9. 9. Interpersonal services  Between two extremes  Both  Customer  Employee are present Examples Hotels Hospitals Banks 9
  10. 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. 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 11
  12. 12. Map the physical evidence of service  Before deciding physical evidence  Take every employee into confidence  Show even customers  Get feedback  Finalise after consultation 12
  13. 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. 13
  14. 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. 14
  15. 15.  Thank uuuuuuuuu 15

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