Published by MBA Skool Team, Last Updated: May 25, 2013
What is 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 –
Place – the layout
People – the personnel
Symbols – the name and logo
Price – the price should reflect what the entity stands for
Example: A “fast” bank would display its physical evidence as follows –
Place – the place should exhibit clean lines and the layout should be that which facilitate efficiency
People –the personnel should be enough to handle the work
Equipment – “state of the art” computers, copying machines and desks
Communication material – for example, printed material, e-mails and telephone calls should exhibit efficiency and speed
Symbol – the name and logo should suggest speed
Price – the bank could advertise that it would compensate for each customer who waits for more than a set time
Hence, this concludes the definition of Physical Evidence along with its overview.
This article has been researched & authored by the Business Concepts Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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