The document discusses physical evidence in services marketing. It defines servicescapes as the tangible components of service delivery like facility exterior/interior, signage, equipment. The role of servicescapes is to influence customer and employee perceptions and behaviors. The document provides examples of servicescapes from industries like insurance, hospitals, airlines, sports. It presents a typology of service organizations based on how elaborate their servicescapes are and whether the service involves self-service, interpersonal interactions or is remote. Finally, a framework is described that shows how the physical environment dimensions can impact internal responses and behaviors of customers and employees.