Submitted to –

Mr.Vasim Khan
Submitted by-

Sukanta Barai
Tejal Shah
Tulika srivastava
Varsha jain
Vasundhra Shinde
Vimlendra singh
 Physical evidence is everything that a company
physically exhibits to the customer.

 It includes physical envt. Of the service outlet,the

exterior,the interior,all tangibles like
machinary,furniture,vehicles,stationary,
signboards,communication material,receipts etc…

 It provides tangible cues to customer to develop

service quality expectation.
 Shaping first impression
 Managing trust
 Providing sensory stimuli
 To shape customer perception
 Facilitating quality of service
 “Physical evidence” the lifeline for services.
and it works as a ‘silent salesman’.
 Service provider is seeking to make the
service more tangible by creating right
physical setting.
 Importance of physical evidence for
communicating service quality, attributes,
setting customer expectations and creating
service experience.
 Physical evidence provides the opportunity for the
organization to send the message they want
regarding the organization's purpose and nature of
the service.
 The important benefits offered by physical
evidence are-
1) Increased employee productivity,
2)Creation of good impression among
customers,
3)And differentiation from competitors.
 Essential evidence
 Peripheral evidence

1)Essential evidence:-It is provided by those

tangibles without which the service can’t be
delivered.

2)Peripheral evidence:- It is provided by those

tangibles given out by service provider as
gifts.
 That which can not be possessed by the customers as
the part of the service but it contributes to the
overall ambience of the service environment.
 Examples:-Building furnishings,signage,layout
,background music,employees & their uniform are
considered part of essential evidence.
 Items which are actually possessed by the
client as part of the service.The variety of
peripheral evidences is enormous but it
includes:-
credit card,cheque book,admission
ticket,a souvenir post card and invoices and
statements.
 Service Scape
> Facility Exterior
> Facility Interior

 Other tangibles
 Service Scape:- The environment in which the service is
delivered and where the firm and the customer interact
is called service scape.

 Other tangibles:-Any tangible commodities that facilitate

the performance or the communication of the service.
 Facility exterior:
 Exterior design
 Signage
 Parking
 Landscape
 Surrounding environment
 Facility interior:
 Interior design
 Equipment
 Signage
 Layout
 Air quality/temperature
 Business cards
 Stationery
 Billing statements
 Reports
 Employee dress
 Uniforms
 Brochures
 Web pages
 Package:
 Convey image
 Facilitator:
 Aid in the performance/service delivery
 Socializer:
 Convey expectations
 Differentiator:
 Differentiate
between
competitors to customers
Given the relative intangibility of most
services,the strategy for managing physical
evidence is critical. And customers will
react to the companies evidence whether
or not an evidence strategy exist.
1- Recognize the Strategic Impact of Physical
Evidence
2- Map the Physical Evidence of Service
3- Clarify Roles of the Servicescape
4- Access and Identify Physical Evidence
Opportunity
5- Be Prepared to Update and Modernize the
Evidence
6- Work Cross Functionally
 Planners must know what the goals are
and then determine how the evidence
strategy can support them. The basic
service concept must be defined.

Map the Physical Evidence of service

Everyone should be able to see the

service process and the existing evidence
of Physical Evidence.
 This is essentially the case for tele
communication services or express mail services.

Access and Identify Physical Evidence

Opportunity

A strategy must be developed to provide more

evidence of service to show customers exactly
what they are paying for.
 The servicescape requires frequent or at least
periodic updating and modernization. There is
clearly an element of fashion involved

Work cross functionally

A multi function team approach to physical

evidence strategy for making decisions about
the servicescape
 The remote encounter:- This type of encounter
does not bring the two parties face to face but
they may be in touch through letter,e-
mails,delivery machine such as ATM…

 The Indirect personal encounter:- This type of

encounter occures on telephone on internet
etc.The two parties are not in face to face contact
but have some means of instantaneous
communication….
 The direct personal encounter- This is
the most common encounter for the service
provision. The customer is in face- to face
contact with the service provider.
 The appearance of the employees , uniforms,
etc. all contribute to the perception of the
service quality.
 This type of encounters can be planned
however , the encounter may not proceed as
per the planned script.
SERVICE PHYSICAL EVIDENCE
service scape other tangibles

Building Admission office Uniforms

Hospital Parking Patient care room Reports
Signs Medical equipment Stationary
Recovery room Billing Statement

decoration Tickets
Airline gate area seats Foods
Airline Airplane air quality Uniforms

Parking Ticket Area Signs

Sports seating Concession Area Ticket
Restroom Playing field Program
stadium Entrance Uniform