The document discusses the key elements of physical evidence in services marketing. It describes physical evidence as consisting of the servicescape, which includes ambient conditions, space and function, and signs/symbols, as well as tangible elements. The servicescape refers to the facility environment where the service is provided and customers interact with employees. Physical evidence plays an important role in shaping customers' impressions and experiences of a service.

1. SERVICE
SECTOR MANAGEMENT

2. KEY ELEMENTS OF SERVICES
MARKETING
 Seven P`s of Services Marketing  Positioning
I. Product  Market Segmentation
II. Pricing  Balancing of Demand and
III. Place Capacity
IV. Promotion  Branding of Services
V. People
VI. Physical evidence
VII.Process

3. KEY ELEMENTS OF SERVICES
MARKETING
 Seven P`s of Services Marketing  Positioning
I. Product  Market Segmentation
II. Pricing  Balancing of Demand and
III. Place Capacity
IV. Promotion  Branding of Services
V. People
VI. Physical evidence
VII.Process

4. PHYSICAL EVIDENCE
 As services are intangible, customers are in the search
for any tangible cues to help them understand the
nature of the service experience.
 Physical evidence refers to the environment in which the
service is assembled and in which the seller and
customer interact, combined with tangible commodities
that facilitate service delivery

5. PHYSICAL EVIDENCE
 According to Dowll & Gamble ‘Physical Evidence’
 Environments imply purpose and action
 They contain meaning and motivational messages
 They employ aesthetic, social & systematic qualities
 They provide more information than what can be actually
possessed
 The environment has a definite impact on senses in more
than one way

6. PHYSICAL EVIDENCE
SERVICESCAPE TANGIBLE
Physical evidence consist of servicescape combined with the tangible elements

7. PHYSICAL EVIDENCE
SERVICESCAPE TANGIBLE

8. PHYSICAL EVIDENCE -
Servicescape
 Due to the simultaneous production and consumption of
most services, the physical facility i.e. its servicescape
can play an important role in the service experience
 SERVICESCAPE includes:
I. Ambient conditions
II. Space & Function
III. Signs, Symbols & artifacts

9. PHYSICAL EVIDENCE -
Servicescape
I. Ambient conditions
 Temperature
 Quality of air
 Sound (noise factor)
 Music
 Studies on music and consumer behaviour have demonstrated
that music can be used as an effective tool to minimize the
negative consequences of waiting in any service operation

10. PHYSICAL EVIDENCE -
Servicescape
I. Ambient conditions
 Fragrance
 Scents can be a powerful tool in increasing sales, they have
gained much more attention in the retail business.
 Color
 It is one of the obvious visual cues in a servicescape
 Different colors stimulate varying personal moods and
emotions

11. PHYSICAL EVIDENCE -
Servicescape
II. Space & Function
 Spatial layout refers to the size and shape of furnishings,
counters, and potential machinery and equipment and the
ways in which they are arranged
 Functionality refers to the ability of those items to
facilitate the performance of service transactions

12. PHYSICAL EVIDENCE -
Servicescape
II. Space & Function
 Example: Recognizable changes in ceiling heights affect
spatial perception more than a similar change in room
width or length.
 High ceilings convey feelings of spaciousness, whereas low
ceilings are associated with coziness and intimacy

13. PHYSICAL EVIDENCE -
Servicescape
II. Space & Function (includes)
 Layout design (arrangement of support services)
 Equipment (customer friendly)
 Décor
 Furnishing
 Facilities exterior (landscape, exterior design, signage,
parking, surrounding environment)

14. PHYSICAL EVIDENCE -
Servicescape
III. Signs, symbols & artifacts
 Rules & regulations, caution signs, directions
 Explain the process educate and train the customer
 Certifications

15. PHYSICAL EVIDENCE
SERVICESCAPE TANGIBLE

16. PHYSICAL EVIDENCE - Tangibles
 Tangibles
 The physical evidence of service includes all the tangible
representations of service
 Brochures, Uniform, Letterhead, Business cards, Reports,
Internet presence, Equipment etc

17. PHYSICAL EVIDENCE
 Two types of behavior take place in a Physical Evidence:
i. APPROACH BEHAVIOR
 It means you explore, commit, affiliate and carry out
the plan
ii. AVOIDANCE BEHAVIOR

18. PHYSICAL EVIDENCE
 Role of Physical Evidence in Service Marketing
 Shaping 1st Impression
 Facilitating the Quality of Service
 Socialization (Helps to initiate communication)
 Means of Differentiation
 Managing Trust (dentist)
 Change the Image (BOB)