Physical Evidence of Service Quality Discussion
Assignment ID Number AFFGEHU83939HD Type of Document Essay Writing Format APA/MLA/Harvard Academic Level Masters/University References/Sources 4 References
Why would a customer use physical evidence to form a service evaluation? How might a business deal with physical evidence?
first response post:
One of the additional three Ps of the service marketing mix is physical evidence. The elements that are incorporated into a service to make it tangible and somewhat measurable are referred to as physical evidence. At the same time, it aids in brand positioning and identifying the right type of customer. The hospitality industry is the best example of physical evidence in action. Airlines provide both premium and economy travel options. Restaurants are also classified as 3 star, 4 star, or 5 star. All of this differentiation, as well as the target customer that comes with it, is due to the use of physical evidence in marketing (Bhasin, 2018).
Physical evidence can be used in a variety of ways to create the desired environment for your customers. The components of physical evidence are made up of elements. These are the tools you can use to control and manage your customer’s senses. Location design, equipment used, air quality, lighting, noise, music, employee dress code, parking situation, colors, cutlery, furniture, billing paper, and business card cardstock are all examples of physical evidence. These are just a few of the aspects of the physical evidence component of the marketing mix that can be controlled. There is a place for everything. They all contribute to the customer’s overall experience. You can decide which items to focus on by determining which elements fit with your business. Then, as part of your marketing mix, you can create physical evidence (“What is Physical Evidence”, 2020).
Pst. 2 (response):
Expectations and perceptions of service quality are influenced by physical evidence. As a result, every service organization must first grasp the significance of physical evidence. Physical evidence necessitates careful planning. The planning strategy should be aligned with the company’s overall objectives and vision. The planner must carefully design a strategy that will enable the organization to achieve its objectives.
Customers expect a service facility to be user-friendly, easy to locate, simple to use, and staffed by friendly employees when they visit. Operations specialists tend to concentrate on the functional aspects of facility design, with a focus on resource productivity and safe, efficient service delivery. Marketers, on the other hand, are concerned with the impact that service facilities and personnel have on customers and how they contribute to the overall service experience.
As marketers and corporate strategists pay more attention to customer experiences, they’ve noticed how physical space and tangibles play a role in generating those experiences. Lewis Carbone, a leading experience management consultant, has created an entire lexicon and management process based on the concept of “experience engineering” via “clue management.”
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