Services Marketing 6th Edition by Valerie Zeithaml,Mary Jo Bitner,Dwayne Gremler

Exercise 5

Think of a particular service organization (it can be a class project company, the company you work for, or some other organization) for which you believe physical evidence is particularly important in communicating with and satisfying customers. Prepare the text of a presentation you would give to the manager of that organization to convince him or her of the importance of physical evidence in the organization's marketing strategy.