Improving rural banking brand - The role of physical evidence
Physical evidence is one of the essential ingredients of the service mix. Rural banks are in the business of banking. They provide basic banking services to their customers. Banking as a service is intangible.
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In view of this, existing and potential customers rely on physical evidence that surrounds the service to help them form their evaluations. Physical evidence can also be defined as tangible clues that can help the service and customers to make judgement about the product or service quality.
Physical evidence of banks and specialised deposit-taking institutions such as RCBs might include; the physical environment, appearance of personnel, equipment use to serve customers, signage among others.
It is worth mentioning that physical evidence influences customer’s perception about an organisation such as a rural bank thereby affecting the brand building process. Furthermore, physical evidence influences customer perceived quality. Again, many people, including bank customers, form impressions and opinions of a financial institution by what appears to the eyes.
According to Professor K. Douglas Hofman, physical evidence of an organisation acts as a form of non-verbal communication and influences a customer’s belief about the provider’s ability to provide the service. Therefore, this article will discuss how RCBs can use certain types of physical evidence to help in building a strong brand.
Types of physical evidence/tangibles
and their role in
brand building
1. Ambient Conditions.
This includes lighting, air quality, noise, music, furnishing and overall atmosphere at the banking hall. When a customer walks into a banking hall, he or she expects a friendly environment with the right lighting which is devoid of laud noise either by bank staff or sound equipment. The customer will not feel comfortable when there is so much heat because of lack of ventilation and air condition.
Therefore, RCBs should ensure that the overall ambience of their banking halls are cozy so as to influence positive perceptions among customers. This will go long way to enhance the strength of the brand. In fact, bank customers have expectation about how a banking hall should look like and anything which falls short of their expectations will weaken the brand as well as their trust and confidence. Some branches of some RCBs are not doing well and among the factors is poor physical evidence.
2. Equipment
To build a strong brand, RCBs should ensure that equipment use at the banking hall such as computers, counting machines, cabinets, printers, desk-top counter among others are neat, clean and modern. This will create a positive perception and will have a positive impact on the brand. In contrast, old and dirty equipment such as desk-top counter, cabinets among others will create negative perception.
3. Employee appearance
Customers, as well as the general public, expect employees of financial institutions to be smart and professional in their appearance. Therefore, staff of RCBs should always be neat, modestly dressed and well groomed.
In fact, the appearance of RCBs employees should reflect their organisation’s image of security, reliability, trustworthiness and respectability. This implies that staff of RCBs should dress very well irrespective of the branch location. The fact that a particular branch is in a rural setting does not mean staff should dress as locals. People have expectation about how bank staff should dress and anything that falls short leads to negative perception which will weaken the brand.
4. Architecture of building
RCBs can use the building architecture as part of the brand building process. This means that the architecture of the building can be used to build a unique identity such that the bank can easily be recognised even in the absence of the name. Therefore, RCBs which intend to build their own edifice should critically consider the design, the colour among others which will strengthen the brand identity.
5. Signage and Billboards
A rural bank signage is meant for identification as well as attracting attention. The shape, colour, size, all contribute to the bank’s projected image thereby helping to improve the brand. Therefore, RCBs should ensure that damaged signage is put in good shape as soon as possible.
RCBs which are using outdoor advertising (billboard advertising) should ensure that the visuals are appealing and they are in good shape. Worn out fliers or billboard advertising creates a negative perception among existing and prospective customers. Therefore, management of RCBs should attach much importance to their signage and billboard.
6. Entrance
RCBs entrance and foyer areas can dramatically influence a customer’s perception about their activities. Worn carpet, scuffed walls, unprofessional artwork, torn and outdated reading materials, poor painting and cobwebs among others do not portray a serious financial institution. This can, therefore, weaken the brand. In view of this, RCBs who intend to improve on their brand should improve on the above mentioned issues.
7. Website
Website is one of the tangibles or physical evidence of many organisations. Website serves as a first point of contact for many existing and potential customers as well as investors who want to deal with an organisation. Attractive website can create positive perception thereby contributing to the brand building process. Management of RCBs should be mindful of the fact that website reflects their organisation and therefore creates a first impression.
RCBs should consider the following with respect to website.
i. Advertising banner of website should be attractive and be replaced from time to time.
ii. Content should be updated from time to time to make it current.
iii. There should be high speed in terms of loading time.
iv. Relevant information should be made available and well-organised.
Conclusion
So far, we have discussed how RCBs can use certain elements of physical evidence to improve on the strength of their brand. However, it is worth mentioning that good physical evidence without improved delivery of core service will not produce better results. It will create inconsistency and lead to cognitive dissonance. Therefore RCBs should improve on their core service. — GB
The Author is the CEO of Proven Trusted Solutions, an employee training and development and marketing research firm.
Contact: 0207725859 / 0244517833
Email:[email protected] / [email protected]
