CHAPTER – 10

PHYSICAL EVIDENCE

A service transaction generally involves interaction of the service

provider with the customer in a service environment. There are two
perspectives to physical environment – Process of Operations Perspective
& Marketing Perspective. Customers usually rely on the physical evidence,
which are concrete or tangible cues to judge the quality of the service. The
service environment along with the tangible cues is termed as Physical
Evidence. According to Besson and Jackson, “the appearance of the
establishment and its personnel are often employed by the customer as
cues to the quality of the service rendered.” The function of physical
evidence is to support the organization’s marketing program by making it
possible to mange the tangible clues to the best advantage of the customer
and the employees. Physical evidence includes all the efforts taken by the
service provider to tangibilize their service, they are: Physical facilities,
Physical setting & Social setting. There are some important factors that
influence the decision regarding the physical evidence management: the
self-service of the customer, the remote service, Interpersonal interaction & the
complexity of the physical evidence.

PHYSICAL FACILITIES

Physical evidence forms impression about the organization in the

mind of the customer. The elements of the physical evidence are:
(1) Essential Evidence - This constitute a dominant part of the service
facility. These are technical facilities without which the service delivery is
impossible. This evidence can not be passed on to consumers, except may
be on a temporary basis as in the case of car rental.
(2) Peripheral Evidence - These are comparatively small and trivial but
definitely have an impact on the consumer perception about the quality of
service. They include business cards, brochures etc. This evidence is
normally passed onto the customer in the course of the transaction.
Examples of Physical Evidence of Hospital Service from the Customers
View point:
• Essential Evidence – Building area, Customer information, Sign
boards, Parking area, Medical Equipment, Waiting room,
Consultation room, Pay phone, Hygiene and cleanliness etc…

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 • Peripheral Evidence – Admission card, Medical reports, Medical
reports, Billing statement & Brochures.

PHYSICAL ENVIRONMENT

Philip Kotler suggests that the physical setting of an exchange may

be described as “atmospherics”, which includes visual, aural, olfactory and
tactile perceptions. The “servicescape” is the place where the service is
performed, delivered and consumed. The factors that influence the
physical environment are lighting and colour scheme of the surrounding,
noise, scents and freshness of air etc. The service provider must
manipulate the physical setting to create a positive perception of the
exchange situation and ultimately the service itself. The important
elements of physical setting are – Ambience, Space & Décor and artifacts.
(1) Ambience – Temperature, lighting, noise music, scent, and colour are
the elements affect the way the people think, feel and respond to a
particular service setting. Natural Light is usually the most comfortable
source of light. The characteristics of different types of lighting need
careful consideration as they contribute to the creation of the atmosphere.
Colour and lighting are often used in conjunction. Temperature and humidity
affect the comfort of the customer and employees. It has direct bearing on
their efficiency. The noise interferes with the concentration and
performance, & has a subconscious impact n the customer’s perception of
the quality of the service provided. The perception of smell varies between
individuals. Thus, the service firm must understand the effects of positive
influence of the ambience and take care to provide the right ambient
conditions in creating a satisfying service environment.
(2) Spatial Layout and Functionality - THE SPATIAL LAYOUT refers to
the way in which the equipment and furniture are arranged. Closely
associated with spatial layout is the concept of personal space. The
FUNCTIONALITY refers to the ability of the equipment and furniture and
fittings to facilitate the accomplishment of the employee and customer
goals. ANTHROPOMETRIC FATORS– those related to the physical
attributes of the people such as their size is another important
consideration while planning functionality.
(3) Décor and Artifacts – Signs, symbols and artifacts are the components
of décor. They not only provide cues about the service being provided but
also orient themselves within the service setting. SIGN often influences the
“first impressions” which are very important. In terms of orientation signs
can be used as labels for directional purposes and to communicate rules of

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behaviour. SYMBOLS are important cues to judge the expertise of the
service provider. ARTIFACTS like original oil painting may indicate
success. But inappropriate use of artifacts can create wrong impression.

SOCIAL SETTING

Apart from physical setting, the aspects of the social setting which
influences the customer’s evaluation of the service include the appearance
and attitude of the service staff. Employee Appearance – the concept of
appearance indicates whether the employee appear to be friendly and
approachable, empathetic and caring, professional and confident, Staff
Uniform is the best example of this. Some benefits of staff uniform are: The
need for evidence, Reducing risk, and Ensuring consistency,
Approachability, Socialization, Class equalized & Promotion.

ROLE OF PHYSICAL EVIDENCE

As a marketing mix element physical evidence can be strategically

used to best advantage of the consumer, employees and the service
provider - Facilitator, Socializer, Differentiator, & Image and identity.

GUIDELINES FOR PHYSICAL EVIDENCE STRATEGY

Zeithaml and Bitner have provided some guidelines to strategize

and manage the physical evidence of the firm to take the advantage of the
potential of the physical evidence, they are: Linked to Organizational
Goals, Map the Evidence, Clarify the Role of Servicescape, Assess and
Identify Physical Evidence Opportunities, & Work in Integrated Way.
(1) Corporate Identity – It is the accumulation of a company’s history and
its strategies. It is not something cosmetic, but is the core of an
organization’s existence.
(2) Corporate Image – It is a company’s audiences have of the organization
through the accumulation of all received messages. It will be determined
by all the actions of the company. The company logos, staff uniform, brand
names, advertisements are the tangibles, which helps to reinforce
corporate identity with corporate image.

So, In service the product itself is intangible, the need is to tangibilize

it as far as possible. Thus, Physical evidence is to a service what the
package is to the product.