The role of physical evidence in banking sector on customers' attraction in Egypt: using structural equation modeling

نوع المستند : المقالة الأصلية

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This research aims to detect the impact of physical evidence in the digital marketing mix on customer attraction, The research begins with defining the Physical evidence of the Banking Sector, Physical evidence is the overall layout of the channel. How the entire bank has been designed. Physical evidence refers to all those factors that help make the process much easier and smoother , reflect the brand character so its impact on customer attraction to can distinguish between brand and their services also promotion .
The physical evidence demonstrates the quality of service that the provider provides and wants to convey to its customer. Physical evidence should reflect through the following media –
1. channels – the layout
2. People – the personnel
3. services
4. Communication material
5. Symbols – the name and logo
6. Price – the price should reflect what the entity stands for
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