ROLE OF PHYSICAL EVIDENCE:
- Facilitator: It enhances performance level of persons in the environment.
- Socializer: It helps to convey expected roles, behavior, and relationships in the interaction process (a “No Smoking” or “Silence” sign board)
- Differentiator: It can differentiate the service firm from its competitor.
- Impressions: It helps in shaping first impression of the service encounter.
- Image and identity: It portrays the corporate image and builds corporate identity.
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