The document discusses the physical evidence of service quality, specifically focusing on the role played by the physical environment and the relationship between the physical environment and service consumers. It defines physical evidence as the actual physical environment where the service is performed and delivered, where interactions between the firm and customer take place. The physical environment can play roles as a package to communicate service characteristics, a facilitator to enhance performance and satisfaction, a socializer to set the mood, and a differentiator to position a service for a segment. Proper design and maintenance of the physical facilities is important to elicit positive cognitive, emotional and physiological responses from customers and employees.