Physical evidence is the material part of a service. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues. There are many examples of physical evidence, including some of the following:
- Packaging.
- Internet/webpages.
- Paperwork (such as invoices, tickets and despatch notes).
- Brochures.
- Uniforms.
- Business cards.
- The building itself (such as prestigious offices or scenic headquarters). . Mailboxes and many others.
A sporting event is packed full of physical evidence. Your tickets have your teams logosprinted on them, and players are wearing branded kit. The stadium itself could be impressive and have an electrifying atmosphere. You travelled there and parked quickly nearby, and your seats are comfortable and close to facilities; food, drink, toilets team store.
Some organisations depend heavily upon physical evidence as a means of marketing communications, for example tourism attractions and resorts (e.g. Disney World), parceland mail services (e.g. UPS trucks), and large banks and insurance companies (e.g. Lloyds of London).