e dressing pattern, appearance and interactions of the employees provide
vital clues to the consumers on physical evidence. To have an identity and
to ensure presentability, some service companies prescribe uniforms to their
employees. e employees of airline services and hospitality services gener-
ally use uniforms.
ROLE OF EVIDENCE IN SERVICES MARKETING
In services marketing, physical evidence plays a de nitive role in in uencing
the perceptions of customers and employees by exposing them to the critical
objects of the servicescape. Individuals do not evaluate a speci c servicescape
based on only one environmental ...
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