Posted in Marketing and Strategy Terms, Total Reads: 6271
Definition: Physical Evidence
In case of goods, the consumers have a tangible product in order to reflect upon the results of buying that product. In case of services, it is not that easy. When a consumer goes to buy a service, he/she does not have any evidence of the probable results after buying the service. Hence, it becomes the job of the service provider to “tangibilize the intangible” through physical evidence.