it is all about where is the service being delivered. Physical Evidence is the element of the service mix which allows the consumer again to make judgments on the organisation like If you walk into a restaurant your expectations are of a clean, friendly environment.or other example is on an aircraft if you travel first class you expect enough room to be able to lay down! Physical evidence is an essential ingredient of the service mix, consumers will make judgement based on their sight of the service provision which will have an impact on the organisations perceptual plan of the service.in a retail store a consumer would not only do they need to easily find their way around the store, but they will often expect a good standard or presentation.

for first direct physical evidence is really irrelevant because first direct is an online internet and telephone based business they dont have any private place like lyods TSB,NATWEST to offer to customer. things such as banking enquaries, problems of customer is done in the telephone itself the only physical evidence that first direct can have is their headquaters headquarters in Leeds, West Yorkshire, England.first direct have setup this centre because customer and people who are willing to join the venture can do theoir enquires,problems and get some new information about the business

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