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 ...