Physical Evidence

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.

The physical evidence demonstrates the quality of service that the provider provides and wants to convey to its consumers. Physical evidence should reflect through the following media –

  1. Place – the layout
  2. People – the personnel
  3. Equipment
  4. Communication material
  5. Symbols – the name and logo
  6. Price – the price should reflect what the entity stands for

Example: A “fast” bank would display its physical evidence as follows –

  1. Place – the place should exhibit clean lines and the layout should be that which facilitate efficiency
  2. People –the personnel should be enough to handle the work
  3. Equipment – “state of the art” computers, copying machines and desks
  4. Communication material – for example, printed material, e-mails and telephone calls should exhibit efficiency and speed
  5. Symbol – the name and logo should suggest speed
  6. Price – the bank could advertise that it would compensate for each customer who waits for more than a set time


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