ROLE OF PHYSICAL EVIDENCE IN SERVICE MARKETING

A presentation on ROLE OF PHYSICAL EVIDENCE IN SERVICE MARKETING

TYPES OF PHYSICAL EVIDENCE
Essential Evidence
Peripheral Evidence

1. ROLE OF PHYSICAL EVIDENCE IN SERVICE MARKETING PRESENTED BY: PREETI YADAV YOGESH SINGLA

2. DEFINITION Physical Evidence is the environment in which the service is delivered and where the firm and the customer interact, any tangible commodities that facilitate performance or communication of the service

3. EXAMPLE A restaurant which has only chairs and tables and good food , or a restaurant which has ambient lighting, nice music along with good seating arrangement and this also serves food. Which one will anybody prefer? The one with nice ambience . That’s Physical Evidence

4. TYPES OF PHYSICAL EVIDENCE Essential Evidence Peripheral Evidence

5. ESSENTIAL EVIDENCE This constitute a dominant part of the service facility. These are technical facilities without which the service delivery is impossible. This evidence cannot be passed on to the consumers, except may be on a temporary basis as in the case of car rental It cannot be possessed by the customer; the building, its size and design , Interior layout and Decor, Logo of the business etc.

6. PERIPHERAL EVIDENCE

7. COMPONENTS FACILITY EXTERIOR EXTERIOR DESIGN Parking Signage Landscaping Surrounding Environment

8. FACILITY INTERIOR INTERIOR DESIGN Warm colors Red Yellow Orange Cool colors Blue Green Violet EQUIPMENT LAYOUT TEMPERATURE

9. OTHER TANGIBLE EVIDENCE Business Cards Stationary Billing Statements Reports Brochures Employee Performance Employee Appearance

10. ROLE OF PHYSICAL EVIDENCE PACKAGING Conveys Expectations Physical evidence=> quality cues=>image development Influences perceptions Image development=>reduces perceived risk =>reduces cognitive dissonance after the purchase

11. FACILITATOR Facilitates the flow of the service delivery process Provides information Facilitates the ordering process Facilitates service delivery SOCIALIZER Facilitates interaction between: Customers and Employees DIFFERENTIATOR Sets the provider apart from competition in the mind of the consumers

12. What are the various purposes served by the physical evidence? Creation of atmosphere or service setting for receipt of the service Creation of faith and trust in the customer’s mind Formation of initial perceptions about service to affect the reference price etc Forming good impressions about service quality Creation of hope and aspirations Improve the customer’s understanding of the service Provide the right type of information Proof of the service delivery Evidence of achievement etc

13. PHYSICAL EVIDENCE OF BANKS (Tangible) Cheque Book Debit card Passbook Important passwords and pins (Intangible) Lightning Temperature Noise