13

Physical Evidence

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Understand the importance of physical evidence in services marketing

  • Understand the servicescape and its dimensions

  • Describe the effects of servicescape on behaviour

  • Describe the guidelines for physical evidence strategy

Vidyadhar, a retired employee from a middle-income household, was diagnosed with atherosclerosis. His physician referred him to Sindhu Cardiac Care Centre for a bypass surgery. Considering his economic status, some friends advised him to go to a government hospital where speciality services are offered free of cost for cardiac diseases. Conscious of his constraints, he decided to put in considerable efforts to find evidence that would ...

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