 Physical Evidence - Part of the Marketing Mix

 Physical evidence as part of the marketing mix

 Physical evidence is the material part of a service.

Strictly speaking there are no physical attributes to a
service, so a consumer tends to rely on material cues.
 Physical evidence is any evidence introduced in a trial
in the form of a physical object, intended to prove a fact
in issue based on its demonstrable physical
characteristics. Physical evidence can conceivably
include all or part of any object.
 PHYSICAL EVIDENCE

SERVICESCAPE FACILITATING GOODS

DECOR

INTERIOR
ATMOSPHERIC
EXTERIOR
PHERIPHERAL DOMINANT
SERVICESCAPE
 The concept of a servicescape was developed by
Booms and Bitner to emphasize the impact of the
physical environment in which a service process takes
place. Booms and Bitner defined a servicescape as "the
environment in which the service is assembled and in
which the seller and customer interact, combined with
tangible commodities that facilitate performance or
communication of the service" (Booms and Bitner, 1981,
p. 36).