Managing Physical Evidence of Services

    Introduction physical setting or environment in which a firm delivers its services interacts with customers is known as physical evidence.

    It involves commodities that support service performance and facilitates communication involved in services.

    It also has an important role in or improving consumer’s perception regarding service quality; physical evidence is that part of service mix which enables the customers to make appropriate decision or judgment regarding the firm.

    For example, when a customer walks into a restaurant, he expects a decent ambiance, good food, and a certain level of hygiene to be maintained.

    Similarly, travelers in the business class of an airplane expect luxury features like greater leg space and comfort.

    Physical evidence can also be understood as that part of an organization that is exposed or physically exhibited to the customers.

    This includes components like the service outlet, interior & exterior designs, and various tangible components (machinery, furniture, service vans, signage, stationery, communication pamphlets, guidelines and certifications, service providers, employees, etc.).

    The physical evidence basically gives proof to the consumer about the quality of service that he is buying. It also assists in enhancing the service performance both on the side of customers and service providers.

    The inherent nature of services is intangible, and physical evidence plays a major role in evaluating the efficiency and utility of the services.

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