PHYSICAL EVIDENCE Of SERVICE

1. PHYSICAL EVIDENCE Of SERVICE Submitted to – Mr.Vasim Khan Submitted by- Sukanta Barai Tejal Shah Tulika srivastava Varsha jain Vasundhra Shinde Vimlendra singh

2. Introduction Physical evidence is everything that a company physically exhibits to the customer. It includes physical envt. Of the service outlet,the exterior,the interior,all tangibles like machinary,furniture,vehicles,stationary, signboards,communication material,receipts etc… It provides tangible cues to customer to develop service quality expectation.

3. SCOPE OF PHYSICAL EVIDENCE Shaping first impression Managing trust Providing sensory stimuli To shape customer perception Facilitating quality of service

4. SIGNIFICANCE OF PHYSICAL EVIDENCE “Physical evidence” the lifeline for services. and it works as a ‘silent salesman’. Service provider is seeking to make the service more tangible by creating right physical setting. Importance of physical evidence for communicating service quality, attributes, setting customer expectations and creating service experience.

5. Physical evidence provides the opportunity for the organization to send the message they want regarding the organization's purpose and nature of the service. The important benefits offered by physical evidence are- 1) Increased employee productivity, 2)Creation of good impression among customers, 3)And differentiation from competitors.

6. Types Of Physical Evidence Essential evidence Peripheral evidence 1)Essential evidence:-It is provided by those tangibles without which the service can’t be delivered. 2)Peripheral evidence:- It is provided by those tangibles given out by service provider as gifts.

7. Essential evidence That which can not be possessed by the customers as the part of the service but it contributes to the overall ambience of the service environment. Examples:-Building furnishings,signage,layout ,background music,employees & their uniform are considered part of essential evidence.

8. Peripheral Evidence Items which are actually possessed by the client as part of the service.The variety of peripheral evidences is enormous but it includes:- credit card,cheque book,admission ticket,a souvenir post card and invoices and statements.

9. Elements of Physical Evidence Service Scape > Facility Exterior > Facility Interior Other tangibles

10. Definition of Elements of Physical Evidence Service Scape:- The environment in which the service is delivered and where the firm and the customer interact is called service scape. Other tangibles:-Any tangible commodities that facilitate the performance or the communication of the service.

11. Servicescape Facility exterior: Exterior design Signage Parking Landscape Surrounding environment

12. Servicescape Facility interior: Interior design Equipment Signage Layout Air quality/temperature

13. Other Tangibles Business cards Stationery Billing statements Reports Employee dress Uniforms Brochures Web pages

14. Roles of the Servicescape Package: Convey image Facilitator: Aid in the performance/service delivery Socializer: Convey expectations Differentiator: Differentiate between competitors to customers

15. Guidelines for Physical Evidence Strategy Given the relative intangibility of most services,the strategy for managing physical evidence is critical. And customers will react to the companies evidence whether or not an evidence strategy exist.

16. The guidelines for effective strategy are:- 1- Recognize the Strategic Impact of Physical Evidence 2- Map the Physical Evidence of Service 3- Clarify Roles of the Servicescape 4- Access and Identify Physical Evidence Opportunity 5- Be Prepared to Update and Modernize the Evidence 6- Work Cross Functionally

17. Recognize the strategic impact of physical evidence Planners must know what the goals are and then determine how the evidence strategy can support them. The basic service concept must be defined. Map the Physical Evidence of service Everyone should be able to see the service process and the existing evidence of Physical Evidence.

18. Clarify roles of the Servicescape This is essentially the case for tele communication services or express mail services. Access and Identify Physical Evidence Opportunity A strategy must be developed to provide more evidence of service to show customers exactly what they are paying for.

19. Be Prepared to Update and Modernize the Evidence The servicescape requires frequent or at least periodic updating and modernization. There is clearly an element of fashion involved Work cross functionally A multi function team approach to physical evidence strategy for making decisions about the servicescape

20. Different physical evidence in different service settings The remote encounter:- This type of encounter does not bring the two parties face to face but they may be in touch through letter,e-mails,delivery machine such as ATM… The Indirect personal encounter:- This type of encounter occures on telephone on internet etc.The two parties are not in face to face contact but have some means of instantaneous communication….

21. The direct personal encounter- This is the most common encounter for the service provision. The customer is in face- to face contact with the service provider. The appearance of the employees , uniforms, etc. all contribute to the perception of the service quality. This type of encounters can be planned however , the encounter may not proceed as per the planned script.