Write a note on Physical Evidence

PHYSICAL EVIDENCE

Generally a service transaction involves the interaction of the service provider with the customer in a service environment. Services like hotel services and hospitals are delivered in physical environment created by the service firm. Physical evidence is termed as the social environment along with the tangible cues. Zeithaml & Bitner defines physical evidence as lithe environment in which the service is delivered and where the firm and customer interact; and any tangible commodities that facilitate performance communication of the service”.

Physical Evidence includes all the efforts taken by the service provider to tangibilise their services, they include:

1)      Physical Facilities: On the basis of physical evidence like building, furniture, equipment, stationery etc the potential customers forms an impression about the service organization. Physical evidence include essential evidence and peripheral evidence. Essential evidence are the technical facilities without which the service delivery is not possible e.g. air-craft in the airline services. Essential evidence is integral to the service offerings. In every services. the quality and Standard of the essential evidence will be of major influence in the customer’ purchase decision. Peripheral evidence can actually change hands during the service transaction, they – stationery, brochures etc. Though services can be performed without these items, still they – used to enhance the corporate image. Examples of physical evidences that could be included for a fast food restaurant:

Physical Evidences Inferences

i)      Food -Taste, smell, presentation etc.

ii)     Seating -Comfort, layout, availability.

iii)    Overall appearance -Cleanliness, decor, lighting, attractiveness.

iv)    Facilities -Payphones, toilets, children amusement.

v)     Service delivery -Efficient, prompt

vi)    Atmosphere -Friendly, Cold, i1ndiffU-rE’F1t.

vii)   Accessibility -Location of entrances, car parking.

2)      Physical Environment: Another factor influencing consumer expectations of service quality and satisfaction is the physical setting or the service environment within which the service takes place. The important elements of physical settings are:

i)      Ambience-. The ambience of the physical setting includes temperature, lighting, noise, music, scent and color. All these factors affect the way the people think, feel and respond to a particular, service setting. The most comfortable source of light is the natural light. In the absence of natural light artificial light is needed. Different types of lights create different types of atmosphere. For an example, low levels of lighting are associated with romantic setting, well lit passages create a feeling of safety and so on. Often color and lighting are used in conjunction. Colors create different feelings-, some colors have a soothing feeling while some have disturbing feelings. Green and blue are cool colors whereas red, orange and yellow are warm colors. Temperature and humidity also affect the comfort of the customer and employees. It affects the efficiency directly.

ii)     Space: People need space around them to feel comfortable. Ease of access, good visibility, proximity of linked services will help to make the customer feel comfortable. The service provider should not expect the customer to share their space with others as it will lead to increase in stress levels or make them feel uncomfortable. This will create a negative impact on their perception of the service received.

iii)    Decor & Artifacts-, Decor: Signs, symbols and artifacts are the important components of decor. Signs represent the first encounter the customer ahs with the service firm. It influences the first impression. Sign can be used as labels for directional purpose e a. parking, entrance and exit, to communicate rules of Behaviour e.g. no smoking. Symbols are used to judge the expertise of the service provider. Certificates hanged on the wall are symbols of achievement and may provide reassurance to the customer. In the same way photographs on walls and personal objects displayed in the service environment can all communicate symbolic meaning and create a good impression

Artifacts: The style of the decor can generally create an impression of cheap, serious, cheerful and expensive-, Artifacts like original oil painting may indicate success,

3)      Social Settings: The appearance of the service personnel is the major aspect of the social setting that influences the consumer’s attitude about the service personnel.

The concept of appearance shows whether the employees appear to be friendly and approachable, caring, professional and confident.

As a marketing mix element, physical evidence can be used as facilitator, socialize, differentia tore shaping first impression and build corporate image and identity.