Physical Evidence
A very important aspect of services is its physical evidence because this is the only tangible
element judged by the customer. First of all, we want to improve the homepage since nowadays a
company’s homepage is often the first touch point with its customers. Now they only offer an English
and a Japanese version of its website. But when expanding internationally, they need to adapt their
homepage to the different cultures and languages. It is not expensive to translate a homepage once it
is fully developed. Second, Dusit should dress its staff in a unique and standard way. According to the
people section above, we want to implement a modern Thai fusion style, which means the
combination of traditional Thai style and modern dressing habits. This, because on the one hand we
can communicate our unique Thai hospitality but on the other hand we don’t look old fashioned but
very modern and innovative. We thus can maintain a service standard by showing through physical
evidence that all our employees around the world provide the same service quality