4.5g-

• Physical evidence


  Refers to the tangible aspects of a service
• Physical evidence examples

  • Clean and well-decorated environments (e.g., hotel lobbies, guest rooms)
  • High-quality facilities (e.g., Wi-Fi, spas, gyms, swimming pools)
  • Universities: physical environment such as accommodation, lecture theaters, libraries, and other facilities
  • Multinational retailers: hygienic and consistent environments (e.g., McDonald's, Starbucks)
• Physical evidence is important for service businesses in most industries
• Industries where physical evidence is important

  • Hospitality and tourism (such as hotels and theme parks)
  • Large multinational companies (the physical building of their head office)
  • Cinemas (the size of the screens)
  • Football clubs (the stadium and its seating capacity)
  • Museums (the exhibits)
  • Schools (facilities)
• Importance of physical evidence

  • Enhances customer satisfaction and loyalty
  • Creates memorable and comfortable experiences
  • Provides a sense of familiarity and security for customers
• Many businesses use peripheral products in delivering their services
• Peripheral products

  Additional products as part of the firms' physical evidence in service delivery
• Peripheral product examples


  • Drinks and fashion magazines offered to clients in a hair salon
• Packaging

  The art of presenting the products in an advantageous way to customers in order to improve sales
• Quality packaging


  • Associated with quality products (e.g., Tiffany & Co., Chanel, Louis Vuitton)
• Physical evidence is only one of 7 components of the marketing mix
• Marketing mix components

  • Product
  • Price
  • Promotion
  • Place (Distribution)
  • People
  • Processes
• Product

  • Broad and appealing range of drinks (coffees, teas, juices)
  • Variety of food products (sandwiches, snacks, bakery items)
• Price


  • Competitive pricing methods
  • Contribution analysis to determine appropriate prices
  • Balancing attractive prices for customers and profitability
• Promotion

  • Various promotional methods (advertising, free tasters, social media marketing)
  • Essential for informing and persuading customers about products and services
• Place (Distribution)

  • Convenient physical location within budget
  • Use of different distribution channels (online sales, e-commerce platforms, subscriptions with home/office delivery)
• People

  • Reliance on employees to provide excellent customer service
  • Business reputation depends on staff's input, commitment, and ability
• Processes

  • Efficient service delivery methods (payment methods, queuing times, seating arrangements, table service)
  • Influence overall customer experience and satisfaction