Impact of physical evidence

WORLD ACADEMIC JOURNAL OF BUSINESS & APPLIED SCIENCES-MARCH-SEPTEMBER 2013 EDITION

Journal of Economics & Finance (JEF)

SEPTEMBER 2013 VOL.1, No.7

Impact of Physical Evidence on Perception of Service Quality in
the Banking Industry: A case of Transnational Bank, Nakuru
Esther Nyambugi Thuku
Jomo Kenyatta University of Agriculture & Technology, Kenya
Accepted 26 September 2013
Abstract
This research project sought to analyse the impact of physical evidence on the service quality perceptions in
Transnational Bank. Physical evidence was explored in two dimensions both interior and exterior environment in
a facility. Service quality on the other hand was explored in terms of: reliability, responsiveness, assurance and
empathy. The study was conducted at Transnational bank, Nakuru by collecting views from its customers. Out of
the customer polulation of 2073 a sample of 95 was selected using simple random sampling technique, and
questionnaire administered seeking their perception on physical evidence and service quality. Data was then
analysed using mean, mode frequencies percentages and spearman correlation. The study established that there
was a significant relationship between ambient conditions in the banking hall and customers perceptions on
service quality offered by the bank. The relationship between special layout and customers perceptions on
service quality was significant and the relationship between customers rating on the signage, symbols and
artifacts and their perceptions on service quality was also significant. Therefore physical evidence influence
customer’s perceptions on service quality. However further studies should be done to establish the factors
considered by customers in the choice of banks for provision of banking services and also to determine the
factors to consider when designing the layout of banking facilities considerate for optimum customer
satisfaction.
Key Words: Physical Evidence, Perception of Service Quality, Banking Industry, Transnational Bank, Nakuru

1. Introduction
In the banking sector, it is of the essence to understand the added pressure on the service providers to satisfy the
needs of the customers. These days, there is a tendency of consumers to be more demanding and tough in
relation to the service or product that they would like to purchase. Partly because of that, but also because of the
continually increasing competition, companies are trying to differentiate themselves amongst others by putting
forward something innovative and inventive. In this context and according to some researchers, physical
evidence can be seen as an effective tool for being competitive, under such circumstances. Kotler (2007), for
example, had no doubts that rather than the product on its own, the place can actually be even more significant
and influential.
The term servicescape, indeed, and its importance was popularized by Bitner (1992), whose contribution and
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conclusion made servicescape an ever-increasing subject of interest for many other researchers and practitioners.
He continued to argue that servicescape is very helpful for positioning, segmenting and overall differentiating a
particular company from its core competitors.
Servicescope affects customers' perceptions of the service experience. The main elements of service scope
according to Bitner (1992) are; Ambient Condition which refers to the condition surrounding employees and
customers that can be sensed through a human's five senses (i.e. eyes, ears, nose, tongue, and skin).Spatial
Layout and Functionality Spatial Layout - the seamless layout of furnishing which is used to achieve maximum
productivity in the most efficient and effective manners. Signs, Symbols, Artifacts and Branding are the icons or
signals that amplify the message from the buyer to the intended customers. Other additional elements include
Virtual Servicescape where the employees or the customers are not in the same physical area, but they are
interacting via an electronic media - the Internet. Sex of service provider - a certain sex of the service provider of
a certain type of industry will be dominated by a certain sex.
The banking industry in Kenya has been facing some turbulent times. Central Bank has constantly been raising
its borrowing rates to commercial banks forcing them to in turn increase their interest rates. The weakening of
the Kenya shilling against other currencies forces commercial banks to increase their exchange rates. Also, stiff
competition between commercial banks makes them engage in price wars in regard to interest rates. The banking
industry has to cope with such pressures and the increased insistence on greater service quality in order to
maintain a competitive advantage.
Reaching service quality without distinguishing the important dimensions of quality becoming is impossible.
Services cape is very helpful for positioning, segmenting and overall differentiating a particular company from
its core competitors. Therefore the gap between management’s perception of customers’ expectations and
development of customer driven service designs and standards has to be filled. Customers have certain
expectations about what to expect when they walk into the banking hall and this translates to what they perceive
as quality service. Therefore the study sought to identify whether customers perception on physical evidence
translates to perception on quality service.
The main objective was to determine the impact of physical evidence on customer’s perception on service quality
in the banking industry.
1. To determine the influence of spartial layout on customer perception on service quality at Transnational Bank,
Nakuru.
2. To establish the influence of ambient conditions in the banking hall on customers perceptions on service
quality at Transnational Bank, Nakuru.
3. To assess the influence of signage and artifacts on customers perceptions on service quality.
H01: Spartial layout in the bank does not influence customers, perception on service quality at Transnational
Bank.
H02: Ambient conditions in the banking hall do not influence customers’ perceptions on service quality at
Transnational Bank.
H03: Signage and artifacts in the bank do not influence customers’ perceptions on service quality at
Transnational Bank.
Transnational bank has 16 branches and one of the branches is in Nakuru town. The research was carried out in
Nakuru branch. The targeted respondents were customers in the branch with samples taken from each category of
the customers that is corporate, retail and even students.
2. Literature review
According to Ziethaml (2006) physical evidence means tangible cues included in Quality service. They include
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all aspects of the banks physical facility (servicesape) and all other forms of tangible communication. Service
quality consists of tangible and intangible aspects visualized on a tangible spectrum. Services are usually
intangible and the tangible aspects are used to evaluate the services. Tangibles are the appearance of physical
facilities, equipment personnel and communication materials.
He continues to define Servicescape as an organizations physical facility. The authors say elements that affect the
customers include facility exterior and facility interior. It also includes where the service is actually provided.
Services are deeds, processes and performances. Services and the service sector of the economy have been
defined in subtle different ways. Services include all those economic activities whose output is not a physical
product or construction. He defines service quality as a focused evaluation that reflects the customer’s perception
of reliability responsiveness assurance, Empathy and tangibles.
Hutton and Richardson (1995) found that the physical environment in a service provider setting has a significant
effect on customer satisfaction, perceived service quality, intention to repatronise and willingness to recommend.
Physical evidence is important in the delivery of a service as this can close the gap between what the customer
expects and the delivery of the service Wilson, Zeithaml, Bitner and Gremler, (2008).
The role of physical evidence in services can be seen in the following; when closing the gap between the
customers’ expectations and perceptions the consistent physical evidence must be compatible with the
organisations goals. According to Zeithaml,(2006),physical evidence is the tangible cues to evaluate the service
before its purchase and to assess their satisfaction with the service during and after making use of the service. In
fact the servicescape is frequently one of the most important elements used in positioning a service organization.
There are worthwhile lessons to be learned from the way in which users divert and subvert the planned design of
physical support. Servicescape acts on users in order to achieve marketing goals Aubert-Gamet, (1997). The
servicescape influences the consumer’s behavior. He states clearly that the consumer is a co-builder of the
servicescape.
The servicescape and other elements of physical evidence essentially‘’wrap’’ the service and convey to
customers the external image of what is‘’inside’’the bank and is used for positioning the service. It is a visual
metaphor for the intangible service Zeithaml, (2006). The physical surroundings offer the bank the opportunity
to convey an image in a way not unlike the way an individual chooses to dress for success.
The servicescape is not only a cue for the expected service quality, but
also influences customers’ evaluation
of other factors determining perceived service quality Reimer and Kuehn, (2005). The servicescape can also
serve as a facilitator in aiding t h e p e r f o r m a n c e s of persons in a particular environmental setting like a bank.
The design can enhance or inhibit the efficient flow of activities in the service setting, making it harder or easier
for the customers and employees to accomplish their goals. A well-designed functional facility can make the
service a pleasure to experience from the customers and employee’s point of view Zeithaml, (2006).
The design of the physical facility can differentiate a bank from its competitors and signal the market segment
that the service is intended for. He indicates that given the power as a differentiator, changes in the physical
environment can be used to reposition a bank and then to attract a new market segment.
Servicescape usage is regarded as very complex. In different circumstances it affects different people as people
experience circumstances in the way they are feeling that day and depending on their different needs Lawson,et
al. (2002). Zeithaml, et al (2006) argues that in banks the main interaction is interpersonal and therefore the
service becomes interpersonal and makes servicescape even more important to set the milieu for positive
interaction.
The Servicescape is defined as the environment in which service in an organization is assembled and in which
the seller and customer interact, combined with tangible commodities that facilitate performance or
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communication of the service. Bitner (1992) says that service setting plays a major role in the shaping of
expectations, differentiating service firms, facilitating customer and employee customer goals, and influencing
the nature of customer experiences. Customers seek evidence of the eventual ‘quality’ of the intangible service
from observing the tangible elements – that is, the servicescape (Berry and Parasuraman,1991).
It is important for service organizations, including banks to manipulate the servicescape effectively to enhance
customer satisfaction and increase repeat business (Namasivayam and Lin, 2008). (Bitner 1990; Harrell, Hutt,
and Anderson, 1980) suggests that the physical setting can influence the customer's ultimate satisfaction with the
service. Also research in organizational behavior suggests that the physical setting can influence employee
satisfaction, productivity, and motivation (Becker, 1981; Davis, 1984; Steele, 1986; Sundstrom and Altman 1989;
Sundstrom and Sundstrom, 1986).
2.1 Ambient Conditions
Ambient conditions have been found to influence perceptions of and human responses to the environment by
several authors (Baker, 1987; Baker, Berry and Parasuraman, 1988; Becker 1981; Darley and Gilbert, 1985;
Russell and Snodgrass, 1987; Sundstrom & Sundstrom 1986; Wineman, 1982).Ambient conditions include
background characteristics of the environment such as temperature, lighting, noise, music, and scent. As a
general rule, ambient conditions affect the five senses. However, sometimes such dimensions may be totally
imperceptible (gases, chemicals, infrasound), yet may have profound effects (Russell and Snodgrass 1987),
particularly on employees who spend long hours in the environment. A very limited number of empirical studies
in consumer research confirm that ambient factors may influence customer responses. For example, in studies of
restaurants and supermarkets, it has been illustrated that music tempo can affect pace of shopping, length of stay,
and amount of money spent (Milliman,1982, 1986).
In another study, familiarity of music played perceptions of how long they spent shopping; when the music was
unfamiliar to subjects, they believed they had spent more time shopping (Yalch and Spangenberg, 1988).
Hundreds of studies of the workplace spanning in a department store setting was found to affect shopper’s. Other
researchers have found out that lighting, temperature, noise, music, and color can all influence employee
performance and job satisfaction (Sundstrom and Sundstrom, 1986). It is often recognised that when a customer
visits a bank, he would like an enviroment ,which would make him feel comfortable, safe and relaxed during the
duration of his stay. Temperature can be a factor, which can be unpleasant if not controlled adequately in a
banking hall. Extreme hot or cold can produce negative emotional states in customers. Thus it is an important
part of the ambience. The type of lighting in an environment directly influences an individual’s perception of the
definition and quality of the space, influencing his or her awareness of physical, emotional, psychological, and
spiritual aspects of the space (Kurtich and Eakin, 1993).
2.2 Spatial layout and functionality
Because service encounter environments are purposeful environments, spatial layout and functionality of the
physical surroundings are particularly important. Spatial layout refers to the ways in which machinery,
equipment, and furnishings are arranged, the size and shape of those items, and the spatial relationships among
them. Functionality refers to the ability of the same items to facilitate performance and the accomplishment of
goals.
Much of the empirical research in organizational behavior and psychology has illustrated effects of the spatial
layout and functionality dimension, always from the employee's point of view (Davis 1984; Sundstrom and
Sundstrom 1986; Wineman, 1982, 1986). Previous research has also indicated that a sense of belonging
influences the spatial layout of customers within the environment and identification with a service provider
(Tombs and McColl-Kennedy, 2003). Logic suggests that spatial layout and functionality of the environment are
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highly salient to customers in self-service environments where they must perform on their own and cannot rely
on employees to assist them. Similarly, if the tasks to be performed are very complex, efficiency of layout and
functionality will be more important than when the tasks are mundane or simple. When either the employees or
customers are under time pressure, they will also be highly conscious of the relative ease with which they can
perform their tasks in the environment.
The furnishing in a servicescape links the space with its occupants and conveys the personality of the
servicescape through form, line, color, texture, and scale. The furniture placement may convey a sense of
enclosure, define spatial movement, function as walls, and communicate visible or invisible boundaries.
Recognizable changes in ceiling heights affect spatial perception more than a similar change in room width or
length. High ceilings convey feelings of spaciousness, whereas low ceilings are associated with coziness and
intimacy (Ching, 1996). All of these elements help individuals form a mental picture prior to affective response
and judgments toward a specific servicescape.
The amount of space between rows of seats is also an important dimension, in that it affects the ease with which
customers may exit their seats to use ancillary service areas (that is restrooms, concession areas. Furthermore,
when rows are too narrow other customers are frequently forced to stand or shift in their seats to let other
customers pass by.
2.3 Signs, symbols, and artifacts
Many items in the physical environment serve as explicit or implicit signals that communicate about the place to
its users (Becker, 1977, 1981; Davis, 1984; Wener, 1985; Wineman, 1982). Signs displayed on the exterior and
interior of a structure are examples of explicit communicators. They can be used as labels (for example name of
company, name of department), for directional purposes (for instance entrances, exits), and to communicate rules
of behavior (e.g., no smoking, children must be accompanied by an adult). Signage can play an important part in
communicating firm image. Signs have even been found to reduce perceived crowding and stress in a jail lobby
setting (Wener and Kaminoff, 1982).
Other environmental objects may communicate less directly than signs, giving implicit cues to users about the
meaning of the place and norms and expectations for behavior in the place. Quality of materials used in
construction, artwork, presence of certificates and photographs on walls, floor coverings, and personal objects
displayed in the environment can all communicate symbolic meaning and create an overall aesthetic impression.
Restaurant managers, for example, know that white table cloths and subdued lighting symbolically convey full
service and relatively high prices, whereas counter service, plastic furnishings, and bright lighting symbolize the
opposite. In office environments, certain cues such as desk size and placement symbolize status and may be used
to reinforce professional image (Davis, 1984; McCaskey, 1979; Peters, 1978; Pfeiffer, 1981; Sundstrom &
Sundstrom, 1986).
Studies of faculty office design indicate that desk placement; presence of diplomas on the wall, and tidiness of
the office can influence students' beliefs about the person occupying the office (Campbell, 1979; Morrow and
McElroy, 1981). In another study of faculty offices, certain environmental cues were found to be symbolically
associated with personality traits of the faculty member believed to occupy the office (Ward, Bitner, and Gossett,
1989). Such symbolic and aesthetic communication is extremely complex—it maybe intentionally conveyed or it
may be accidental, it may be subject to multiple interpretations, and it may have intended and unintended
consequences (Becker,1977; Davis, 1984).
2.4 Service Quality
Without any doubt, service quality is very important component in any business related activity. This is
especially so, to market era customer’s evaluation of service quality and the resulting level of satisfaction are
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perceived to affect bottom line measures of business success. Customer expectations are beliefs about a service
that serve as standards against which service performance is judged Zeithaml(1993); which customer thinks a
service provider should offer, rather than on what might be on offer (Parasuram etal.,1988).To some, service
quality can also be defined as the difference between customer’s expectations for the service encounter and the
perceptions of the service received.
According to the service quality theory (Oliver,1980),it is predicted that customers will judge that quality as`
low` if performance does not meet their expectations and quality as `high` when performance exceeds
expectations. Closing this gap might require toning down the expectations or heightening the perception of what
has actually been received by the customer (Parasuramanetal.,1985).Perceived quality of a given service is the
result of an evaluation process since consumers often make comparison between the services they expect with
perceptions of the services that they receive. He concluded that the quality of service is dependent on two
variables:
Expected service and Perceived service. Quality spells superiority or excellence Zeithaml,(1988) , or, as the
consumer’s overall impression of the relative inferiority/superiority of the organization and its services.
Consumer behavioural intentions are also influenced by the standards of service quality (Bitner,1990; Cronin and
Taylor, (1992,1994).
Customer satisfaction and service quality are inter-related. The higher the service quality, the higher is the
customer satisfaction. Many agree that in the banking sector there are not recognized standard scales to measure
the perceived quality of a banks service. Customer satisfaction and service quality are interrelated. The higher
the service quality the higher the customer satisfaction.
3. Research gaps
There is lack of a standardized scale of examining the physical evidence in service organizations especially in the
banking sector, and its impact in influencing customers perception on the expected service quality. Therefore
more research needs to be done on the minimum acceptable standards of the physical evidence that needs to be
available in banks. This would provide a measure from which one can assess whether a banks physical evidence
meets the minimum standards sufficient to influence customers perception on service quality.
4. Methodology
This research was descriptive in nature adopting a survey research design. The study particularly was conducted
by means of a survey that made use of semi structured questionnaire which were completed by corporate, retail
customers and even that bank with TNB.
The study population comprised of all customers of Transnational Bank, Nakuru Branch. They were sourced
randomly from TNB’s Customer database. Random sampling technique was used to select the sample size of 95
out of the population.
A survey questionnaire was used as the data gathering instruments. It was a semi-structured questionnaire
developed as a measurement instrument to capture views of Customers on the impact of Physical evidence on
service quality. Customer opinions were measured on a 5 point Likert scale with highly disagree and highly
agree at the opposite end. The researcher made some effort to ensure that the questionnaire was constructed
using simple language to the benefit of respondents. Effort were also made to ensure that the questionnaire is
clear without any ambiguity. In order to ensure that the questionnaire was consistent, an initial draft was tested
to selected respondents within TNB in order to establish the level and content of the questions. Consultations
were closely done with research supervisors from JKUAT to enhance on the validity of the research.
The first part of analysis involved ensuring that all responses received w e r e in good content quality and
those who did not were carefully adjusted. Descriptive statistics, and inferential statistics were then used to
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analyse the data. Descriptive statistics used included: mean, mode, frequencies and percentages. Inferential
statistics used on the other hand were spearman correlation analysis.
5. Findings and discussions
5.1Influence of Ambient Conditions on Customers Perceptions on Service Quality
While judging the ambience of the banking environment, majority of the customers surveyed rated the bank
highly on beauty in the design, air conditioning. The Noise in the banking hall was also rated as minimal by
majority of the customers. Similarly, colors used to brand the bank were also identified as pleasant and
welcoming by majority of the customers. The music was however not rated highly as smooth and relaxing.
Ranking the determinants of ambient conditions in the banking hall, noise control was ranked best at a mean =
4.24, followed by the choice of colors, mean = 4.13, beauty in the design of the bank and the banking hall, mean
= 4.02, air conditioning at a mean = 3.75, and the music in the banking hall was ranked least at a mean = 3.34.
This generally implied that ambience in the air condition was good.
Upon testing the hypothesis that ambient conditions in the banking hall do not influence customers’ perceptions
on service quality at Transnational Bank, results of the correlation tests indicated that there was a strong positive
correlation between customers rating on ambient environment in the banking hall and customers perception on
service quality rs = 0.668, P = 0.027.
5.2Influence of Spartial Layout on Customer Perception on Service Quality
Customers rating on the spartial layout in the bank was that; generally the layout was good. The service points
easily accessible by customers according, customers were provided with ample space for parking cars which
makes it convenient for customers to conduct their businesses. The bank also provides adequate and
comfortable space for waiting for persons accompanying customers although this was rated poorly by majority of
customers surveyed. The queuing system was well organized to allow for quick service and finally the layout of
the security features such as security personnel fire equipments and surveillance cameras was rated moderately
high by customers these features give reassurance to customers on the security in the banking hall.
Hypothesis testing was also done on whether spartial layout in the bank does not influence customers, perception
on service quality at Transnational Banks. This was tested using spearman correlation where the test results
indicated that there was a strong positive correlation between customers rating on banks spartial layout and
customers perception on service quality rs = 0.659, P = 0.041. This implies that the layout of the banking facility
influenced customers on their perception on the quality of services offered.
5.3 Influence of Signage, Symbols and Artifacts on Customers Perceptions on Service Quality
The third objective was on the influence of signage, symbols and artifacts on customers’ perceptions on service
quality. According to majority of customers the signage to the bank such as bill boards and signboards were clear
and easily attracted customers. The décor was identified as quality though not by many customers. The display of
recognition awards and symbols of quality accreditations on the banking halls were rated moderately high and
that they created a quality of service perspective. He many was also rated high on the clarity of indicated
markings and directions to direct customers on where to access services in the bank. The uniformity in hall
branding and the staff uniforms also reflected an organized service delivery. A comparative ranking of the
signage, artifacts and the symbols in the bank implied that, the signage to the bank was the highest ranked at a
mean of M=4.06 followed by the signboards in the bank M=4.00, décor in the bank M = 3.77, and display of
recognition awards M = 3.66. The least ranked element of signage was uniformity between wall branding and
staff uniforms M= 3.41. Spearman correlation tests indicated that there was a strong positive correlation between
customers rating on the signage, symbols and artifacts and customers perception on service quality rs = 0.510, P
= 0.041, implying that these influenced customers perceptions on service quality.
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6. Conclusions and recommendations
The study therefore concluded that, the ambience in the banking environment highly influenced customers’
perceptions on the quality of service delivered the organization. Key elements of ambience included the air
conditions, ventilation, oduor, air circulations, the colors used in paining walls, noise in the banking hall, and
beauty in general. These elements around the service area which play with the customers psychology and
influence their thinking on what to expect in terms of quality of service.
The layout and utilization of space in the bank also influence customers perceptions on the expected quality of
service. Some of the key elements of spartial layout include the layout of buildings with provision of car packing
space. Layout of the service points in the banking hall with considerations for all customers needs including
provision of facilities for special needs customers, and the queuing systems for different service points. This tells
a lot on the organization in service delivery and due consideration of customer needs.
The signs, symbols and artifacts displayed also tell a lot about the quality of service offered. For instance display
of awards and award certificates, licenses, permits, membership certificates and customers service charter tell the
customer more about the ability of the banks history in quality service delivery and their ability as recognized by
others. The signage which include bill boards also tell the customer on what to expect in the banks.
Banks should ensure they create adequate space for serving the customers, well designed with ambience
considerations, controlled noise and pleasant color combination. The space size should conform to the customer
base to enable provision of clean air and enhance comfort as customers cue for service. This could boost their
perception on the quality of service offered.
The layout of space in the banking hall and outside should also take into account the needs of all customers such
as walk in, drive in and persons with special needs. This gives the customer assurance of the bank’s ability to
provide quality services and care for customer needs.
Banks should consider to display as much of recognition awards, membership certificates, quality certification
certificates and licenses as they assure the customer on the confidence others have on the banks products and
services. It also enables the customer to understand the legal conformations and compliance which restores
customer confidence on the expected quality of service.
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