![]() It is difficult for a customer to know in advance what they will be getting. When a customer is buying a service, he perceives a risk related to the purchase. This is the most defining characteristic of a service that differentiates it from a product. It is often used to describe services where there isn't a tangible product that the customer can purchase, that can be seen, tasted, or touched. Intangibility is used in marketing to describe the inability to assess the value gained from engaging in an activity using any tangible evidence. intangible: Incapable of being perceived by the senses not having a physical presence.Buying services are risky for the customer hence, providing adequate tangible proof of good service ensures repeat customers.Intangibility poses a challenge to those marketing a service, as they often need to give tangible proof for the quality of service.The intangibility of services is what primarily differentiates a service from a product.On the supply side, part-time employees can be hired to cater to peak demand. Service providers can several steps to make better demand-supply adjustments.ĭifferent prices can be charged at different times on the demand side, which will shift some demand from peak periods to off-peak periods. In the case of steady demand, perishability is not a problem.īut where demand fluctuates, service providers face adjustment problems.įor example, public transportation companies have to own much more equipment then they would as demand is not ever throughout the day. The perishability of services has important implications for service providers. A ticket for the evening show of a movie can not be used for watching the night show. Services are perishable, which means that services can not be stored for later sale or use. Perishability – Services Cannot Be Stored. Customer satisfaction can be checked regularly through suggestion and complaint systems, customer surveys, and comparison shopping. Employee incentives can be introduced that emphasize service quality. Employees can be selected and trained carefully to provide good service. Service variability can be managed in several ways. Even the quality of a single Sheraton employee’s service varies according to his or her energy and the state of mind at the time of each customer dealing. One employee may be cheerful and efficient within a particular Sheraton hotel, while another may be unpleasant and slower. ![]() Variability is another important characteristic of services, which means that their quality may vary greatly, depending on who provides them and when, where, and how they are provided.įor example, the Sheraton hotel has a reputation for providing better service than others. Variability – Service Quality Never Stay The Same. The result of services is affected by both the provider and the customer. It means that services are generated and consumed simultaneously and can not be separated from their providers, whether they are people or machines.Īs the customer remains present as the service is produced, provider customer interaction is important in services marketing. Inseparability is a major characteristic of services. ![]() ![]() Inseparability – Services Are Generated and Consumed Together. It is pricing for various services should be kept simple and clear. The bank should choose a name and symbol for its service that suggest speed and efficiency. The bank’s ads and other communications should suggest efficiency, with clean and simple designs and carefully chosen words and photos that communicate the bank’s positioning. The equipment – computers, copy machines, desks – should look modern. The bank’s staff should be busy and properly dressed. The bank’s physical setting must suggest quick and efficient service: Its exterior and interior should have clear lines internal traffic flow should be planned carefully waiting for lines should seem short at teller windows and ATMs, and background music should be light and upbeat. It must make this positioning strategy tangible in every aspect of customer contact. The place, price, equipment, and communication material must indicate the service quality as claimed by the service provider.Ĭonsider a bank that wants to convey the idea that its service is quick and efficient. It means that services can not be seen, tasted, felt, heard, or smelled before they are bought.įor example, an airline passenger has only a ticket and the promise of a safe and comfortable journey.Īs the buyers are interested in service quality, the service provider must add tangible dimensions. Intangibility – Services Cannot Be Felt Before Buying. Let’s discuss the 4 characteristics of the service. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |