Service Intangibility means that services cannot be seen SERVICES Intangibility Inseparability Variability Perishability Services cannot be. Four Major characteristics of services:1) Intangibility 2) Inseparability 3) Variability 4) Perishability Intangibility *Lack of tangible assets which. Free Powerpoint Templates Page 7 Service Characteristics Intangibility Inseparability Variability Perishability Can’t be seen, tasted, felt, heard, or smelled before.
| Author: | Sakree Taunris |
| Country: | Mayotte |
| Language: | English (Spanish) |
| Genre: | Life |
| Published (Last): | 9 June 2004 |
| Pages: | 152 |
| PDF File Size: | 2.20 Mb |
| ePub File Size: | 14.72 Mb |
| ISBN: | 369-4-52570-600-9 |
| Downloads: | 3921 |
| Price: | Free* [*Free Regsitration Required] |
| Uploader: | Ducage |
This characteristic is strongly linked to several other characteristics of services, such as intangibility, perishability, inseparability.
Services Marketing: Focus on Service Characteristics to Create Competitive Advantage
Along with inseparability, variability, and perishability, these four characteristics affect the way clients behave intangibi,ity the buying process and the way organizations must interact with them. They could be inventoried by recording the live performances for later reuse through broadcasting or by intahgibility them into a reusable good in the form of CDs, DVDs, tapes, or other storage media for later resale.
Technology plays a major role in changing the direction of services marketing. But customer also gets the opinion about the service based on the physical surrounding and the bedside manner of their physician and nurses. On the other hand, the hotel cannot supply hotel rooms for its customers when it is fully occupied.
Not only companies do offer services, but also governments and non-profit organisations. Thank you very much. That is customer also becomes partly responsible for the service that they receive Davies, Not yet a registered user?
Customers can easily end up feeling like they have to make a purchasing decision without adequate information. They should select the physical attribute carefully while making the price simple and clear to their customers.
Now that you have this information, turn one or more of these service characteristics into a competitive advantage for your business.
They are performed either at a different location or sometimes they are scheduled when the customer is not around.
It refers to the fact that the quality of services can vary greatly, depending on who provides them and when, where and how. But invisibility, or intangibility, is just one factor that distinguishes services marketing from product marketing. Anonymous July 6, at Services are performances that cannot be stored.
So the service sector should motivate the staff and monitor customer satisfaction.
The four unique characteristics of marketing – Free Marketing Essay – Essay UK
Anonymous June 30, at 7: Equipment such as computers and other machines along with communication and symbol would suggest speed and efficiency of the services. The production of the services can’t be separated from its consumption. Anonymous September 8, at 3: The staff may think that if the organization wants this much from me, why should I deliver more?
Thus, another option for the development of services marketing is to distinguish among different types of services and not to look at services as a general category.
Law firms, management consultants, IT services and telecom providers, architectural groups, healthcare and educational organizations, financial and insurance institutions, and a multitude of business-to-consumer operations profit from performing and delivering people-based services. Products as a Bundle of Benefits — Products They fail to realize that the inseparabllity line staffs are the ones who would be in direct contact with the customers.
Moreover, the field of services marketing has expanded and there have been major changes in the sector, which have blurred its boundaries. Such services are freight transportation, warehousing, laundry, cleaning, landscaping, and repair or maintenance of equipment and facilities. There is a challenge of establishing standards when there is a variability in behavior and performance among service workers, and even among the same worker with different customers and from day to day.
Gummesson gives an even more serious example, showing the tangibility of some services – having a surgery at the hospital. These are educational, entertainment, information, and religious services Lovelock and Gummesson, Services marketing professionals particularly can overcome variability by developing special service packages.
Four Factors That Distinguish Services Marketing
Process is how the customers are treated at the place where they receive the service or where they encounter the service. Services, on the other hand, are often perishable, meaning that unused capacity cannot be stored for future use or sale. Some information-based services could be inventoried in systems. When i have time and some money, i will certainly: This is because they greatly depend on who provides the service as well as when, where and how they are provided – Variability Kotler et al.
This leads to two important factors. The management should create a culture so that the staffs have a clear vision on what role they play in creating loyal customers Sierra and McQuitty,