It is often said that he consumer judge the quality of the service before they actually purchase it. The question that arises over here is that how does a person judge something that is intangible? If it were good then we can at least touch it feel it but over here it is service. Well simple. In this case the consumer starts looking out for the tangible cues or the PHYSICAL EVIDENCE.

So we can say that the physical evidence is the environment in which the service is delivered to the consumer or the environment in which the consumer and the firm interact. The evidence can basically change the perception of the people completely.

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