1. Physical evidence of
services:
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2. What is physical evidence
 Services are intangible
 Customers rely on tangible cues or physical
evidence for evaluation of services Before
purchase.

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