Service organisation understands emotional attachment of consumers with the product. Physical evidence helps an organisation to communicate messages and information relating to the product. Consumers are human and human’s emotional fluctuation varies with situation. Thus, competitors offering products in better design and layout may end up taking away market share from players with good quality product. The impact of physical evidence on consumer’s mind has forced service organisations to carefully formulate and implement product development policies (Kumar, N., Kapoor, S., 2015). Product is the face of any service organisation. Increasingly, organisations globally have emphasised on design and packaging of the product. Though quality is a more sustainable trait, physical evidence too have both short and long term impact on product demand. Service organisations have been prudent in their assessment of competitors’ products. Analysis and evaluation reveals that organisations offer similar products in comparisons to their peers. However, presentation of the service helps in brand building and image creation in the eyes of the consumers.
Physical evidence helps consumers to differentiate and make note of key highlights regarding the product (Kupers, W., 2014). Consumers are willingly to pay higher prices for a fancy product packaging due to increase in associated value of the product. In addition, physical evidence leaves an imprint on the customer and helps in easy recognition of the product among different products available in the marketplace. Thus, organisations use physical evidences for creation of unique experience for the customers through different strategies and techniques. Organisations with sound processes in place are well recognized and command respect from consumer and regulatory bodies. Process is the flow or movement of goods and services from different channels for ultimate deliver to the customer. A sound and effective process ensures timely delivery of the product to the customer. Timely delivery of the product translates into higher consumer satisfaction level. In addition, excellent processes improve employee and organisational performance and optimize value for shareholders. Process refers to arrangement of activities in an ascending order for value addition through production of required output after input of resources.