The 7 P’s of Services Marketing - Physical Evidence (Service Marketing 05.05.2021)

The 7 P’s of Services Marketing

 

7. Physical Evidence: Since services are intangible in nature most service providers strive to incorporate certain tangible elements into their offering to enhance customer experience. Thus, there are hair salons that have well designed waiting areas often with magazines and plush sofas for patrons to read and relax while they await their turn. Similarly, restaurants invest heavily in their interior design and decorations to offer a tangible and unique experience to their guests.

 

Physical Evidence:

Physical evidence refers to the place and all the other physical things which are present in that place in which the service provider and the service consumer meet each other and interact for the purpose of selling and buying the service. It includes the place itself, the interiors, the furniture, the stationery, the brochures, the lighting, the dress of the staff etc.

 

Physical evidence is an important aspect in case of services marketing because the customers form an impression of the organization on the basis of physical evidences. An effectively planned physical evidence can create a positive image of the organization in the minds of the consumers and create goodwill to the organization.

 

Physical Evidence:

Physical evidence is the environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service. The physical evidence of service includes all the tangible representations of the service such as elements which create the ambience where the service is provided, brochures, and equipment. In some cases, it includes the physical facility where the service is offered —the “services cape” — for example, the retail bank branch facility.

 

In other cases, such as – telecommunication services, the physical facility may be of less importance. In this case other tangibles such as billing statements may be important indicators of quality.

 

For example- Looking at the decor, style and arrangement of chairs and tables and the in-house posters customers know that McDonald’s is an informal and ‘fun’ type of fast-food restaurant. In Mainland China, the decor and service setting describe the restaurant as up-scale and formal.

 

In general, the service setting includes the various features that surround the service interaction between the service provider and the customers. For example- In a Theatre where drama or play is show cased the props, costumes and stage decoration are used along with curtains and back drops to create ‘effect’ and add value to the quality of the drama or play.

 

This also helps the audience to understand and follow the flow of the play. These are the physical elements which enhance the service (entertainment provided by the play). Physical evidence cues provide excellent opportunities for the firm to send consistent and strong messages regarding the organization’s purpose, the intended market segments, and the nature of the service.

 

For example - A travel company like Cox and Kings prints brochures to send potential and existing customers messages regarding the nature of service, the variety of service provided and the intended customers who can enjoy these services.

All of these represent evidence or tangible cues that shape a service reality. Organizations that carefully consider the various setting devices can effectively communicate important information about the service to the customers.