Physical evidence:- The appearance of buildings, landscaping, vehicle, interior furnishing, equipment, staff members, signs, printed materials, and other visible cues all provide tangible evidence of the firms service quality. The service firms need to manage physical evidence carefully because it can have a profound impact on customers’ impression as the service itself is intangible.
A tangible element such as insurance and advertising is often employed to create meaningful symbols.
E.g.: – umbrella may symbolize protection and a fortress, security.
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