Physical evidence in services

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Concept of physical evidence
Physical evidence is what a company physically exhibits to
customers. It includes the physical environment of the service
outlet, the exterior, the interior, all tangibles such as
equipment, furniture, vehicles, stationary, signage, certificates,
receipts, service personnel etc.

Service consumers search for clues of evidence in the service
offers as services are intangible.

Service companies should find right means to communicate
evidence of service.

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Servicescape
Represents the physical environment designed in
a service outlet.

The exterior and interior design of the outlet,
the ambience which includes temperature,
tangibles, noise, odour and the signage used for
communication are parts of the servicescape

Man-made built environment to facilitate service
processes to take place smoothly and effectively.
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Types of servicescapes
Based on usage servicescape can be
classified into three types:
Self-service: in this environment, the
customer performs most of the activities and
a very few employees are involved. ATMs,
movie theaters etc.
Interpersonal services