engleski

Managing the Physical Evidence in Services Organizations

Managing firm’s physical evidence includes everything tangible-from physical facilities to brochures and business cards as well organizations’ personnel dresscode. Physical evidence can fall into different categories such as facility exterior (exterior design, insignia, parking, landscaping and environment), facility interior (interior design, equipment, insignia, layout, air quality and temeperature, colours, music, scents and other tangibles).The aim of this paper is to show the strategic role and dimensions of physical evidence in service industry and describe stimulus - response model which is often used to explain the environmental effects on consumer behaviour.

Pjysical evidence ; creating atmosphere ; tactics

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