BPP Text

Hi, I have problems in understanding the following sentences from BPP F1 book in chapter6: organizational culture and committees.
in 1.4.2 Implications of service provisions:Human resources management is a key ingredient in the services marketing mix, as so many services are produced and consumed in a specific social context”…………..another one( which is just below the mentioned one): The physical evidence , such as the quality of fixtures and fittings of the company’s service area, must be consistent with the desired image.”………… what do these two sentences mean.? Can anyone explain please?