Physical evidence of services:

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What is physical evidence Services are intangible Customers rely on tangible cues or

physical evidence for evaluation of services Before purchase.

Elements of Physical Evidence Facility exterior Exterior design Parking Landscape Surrounding environment

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Other Tangibles Business cards Stationary Billing Statements Reports Employee dress Uniforms Brochure Internet / web pages

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Services Communication through physical evidence

Heavy Hospitals Resorts Childcare

Limited Insurance Courier service

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Types of physical evidence Self–service (customer only) Interpersonal services (Both

customer and employee ) Remote service (employee only)

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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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REMOTE SERVICESOther 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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Interpersonal services Between two extremes Both Customer Employee are present

Examples Hotels Hospitals Banks

 

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Physical evidence strategies Recognise the strategic impact of

physical evidence Map the physical evidence of service

Clarify roles of the servicescapeAssess and identify physical

evidence opportunities Be prepared to update and moderate

the evidence Work cross–functionally

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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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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. 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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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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Thank uuuuuuuuu

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