There have been an increasing number in organizations that are selling services Rotfeld, Service is very important in today context as it is the key for attracting new customers and retaining of existing ones. Bad service experience forces customers to switch the brand or the service provider in search for the one who provides them with satisfaction Michel et al. Services often come with product but sometimes its purely only service.
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Services are unique and four major characteristics separate them from goods, namely intangibility, variability, inseparability, and perishability. The services literature highlights differences in the nature of services versus products which are believed to create special challenges for service marketers and for consumers buying services. To help understand these differences a number of characteristics that describe the unique nature of services have been proposed.
Services have some important characteristics that have implications for marketing. Learn about the features of services. They are:- 1. Intangibility 2. Perishability 3. Inseparability 4. Heterogeneity 5. Ownership 6. Simultaneity 7. Quality Measurement 8. Nature of Demand. The professionals not well aware of the properties find it difficult to make creative decisions.
It is against this background that we go through the salient features with the viewpoint of their instrumentality in making the marketing decisions. Feature 1. The goods of tangible nature can be displayed, the prospects or buyers can have a view and they can even test and make a trial before making the buying decisions.
The selling processes are thus found easier. We are aware of the fact that services are of intangible nature and it is intangibility that complicates the task of decision-makers. In a true sense, it is not a physical object. It has mental connotations. According to Carman and Uhl, a buyer of products goods have an opportunity to see, touch, hear, smell or taste them before they buy. It is the professional excellence of decision-makers that counts here, that influences the entire process and that helps them substantially.
While selling or promoting services, we need to concentrate on benefits and satisfaction which a buyer can derive after buying. We can hardly emphasise the service itself. As for example, the banking organisations promote the sale of credit cards by visualising the conveniences and comforts the holders of the credit cards are likely to get from the same.
Services carry with them a combination of intangible perceptions. As for instance, an airline sells the seat from one destination to another. They expect safe, fast, decent services. A service by nature is an abstract phenomenon. Thus, it is right to mention that due to intangibility, the selling and marketing of services become much more complicated. Feature 2. The goods if not sold today can be stored, preserved for further selling.
Thus, the risk element is here in a different form. But in the context of services, if we fail to sell the services, it is lost only not for today but even for the future. If a labour stops to work, if a seat in the aircraft remains unsold, if a bedroom in a hotel remains unbooked, a chair in a cinema hall remains vacant; we find the business non-existent and the opportunities are lost and lost forever.
Unutilised or underutilised services are found to be a waste. A building unoccupied, a person unemployed, credit unutilised, vacant beds in a hospital are economic waste. Of course, this is due mainly to its perishability.
This makes it essential that decision-makers or the executives by using their professionalism minimise the possibilities of economic waste. The opportunities come and you need to capitalise on the same by using your excellence. Feature 3. Inseparability: This is also a feature that complicates the task of professionals while marketing the services.
The inseparability focuses on the fact that the services are not of separable nature. Generally, the services are created and supplied simultaneously.
Like the dancers, musicians, dentists and other professionals create and offer services at the same time. In other words, the services and their providers are the same. The goods are produced at one point and then distributed by others at other points. In the services, we find the selling processes making ways for the generation of services. The professionals while marketing the services thus bear the responsibility of removing or minimising the gap between the services-promised and services-offered.
Goods are produced, sold and then consumed but the services are sold, produced and then used. The inseparability thus makes it essential that the service-providers are acting and behaving professionally so that the marketing processes are not to pave the avenues for a degeneration in the quality. Feature 4. Heterogeneity: Another feature is heterogeneity which makes it difficult to establish standard. The prices charged may be too high or too low. In the case of entertainment and sports, we find the same thing.
The consumers rate the services in a different way. Of course, it is due to the difference in the perception of individuals at the levels of providers and users. The heterogeneity factor makes it difficult to market efficiently. The professionals by using their excellence bear the responsibility of minimising the problem.
Feature 5. Ownership: It is also ownership that makes it significant to market the services in a bit different way. The goods sold are transferred from one place to another, the ownership is also transferred and this provides to the buyers an opportunity to resell.
The users have just an access to the service. As for example, a consumer can use personal care services or Medicare services or can use a hotel room or swimming pool, however the ownership rests with the providers. The issue of ownership has also been clarified by another expert.
To produce a service may or may not require the use of tangible goods. However, when such use is required, there is no transfer of permanent ownership to these tangible goods. The professionals thus need to be more careful while selling or marketing the services.
Feature 6. For availing the services, it is essential that the users are brought to the providers or the providers go to the users. It is right to say that the services have limited geographical areas. When the producers travel to the buyer, time is taken away from the production of services and the cost of those services is increased. It also costs time and money from buyers to travel to producers of services and these economies of time and travel provide incentive to locate more services centres closer to prospective customers which results in smaller service centre.
Feature 7. It is very difficult to rate or quantify the total purchase. Hence, we can determine the level of satisfaction at which the users are found satisfied. A firm sells atmosphere, conveniences, consistent quality, status, anxiety, moral, etc. Feature 8. Generally, the services are found of fluctuating nature. Particularly during the peak season, we find an abnormal increase in the demand. As for example, the mobility of passenger is found increased, specially during the marriage season or during an important festival.
The tourists prefer to go the tourist spots or resorts specially during summer when we find the weather condition suitable. The cricket stadiums are used in winter. The golf courses remain unused during the winter. The public transport facilities are used considerably during the beginning and end of office hours. There are a number of examples to prove the peak hour when we find an abnormal increase in the demand position. The aforesaid features of services make it clear that the professionals working in the services sector need excellence to make available to the customers the promised services without a gap.
If the executives working in the different service generating organisations bear the potentials to understand the specialities in the services to be sold, they can do the best possible to understand the expectations of customers. The focus is on the point that since the services as a product are found of sensitive nature and the expectations of customers are found high, it is essential that the professionals understand the services vis-a-vis the customers.
This makes an assault on the multi-dimensional problems likely to crop up in the process of selling services. Features of Services — 4 Main Characteristics: Intangibility, Inseparability, Variability and Perishability Services are unique and four characteristics separate them from goods, namely intangibility, variability, inseparability, and perishability.
Intangibility: Services are intangible, that is, they cannot be seen. Services being acts, deeds, and performance can be experienced but not possessed. That is, a service unlike a good cannot be sampled, seen, touched, and felt before their consumption. For instance, it is impossible to sample surgery, travel, and theatre performance.
Similarly, an insurance cover bought for life or a car or the service provided by a marriage counsellor or consultant cannot be seen, touched, or smelled. On the other hand, the tangibility of a television set or a mobile phone allows customers to see, touch, hear, and even smell them.
Characteristics of a Service!!!
Home Browse Library 4 things to keep in mind when marketing services: intangibility 4 things to keep in mind when marketing services: intangibility Carlos Ronisky - October 13, SCORE Marketing services is all about promoting value. Web designers, consultants, plumbers, dentists, doctors, lawyers, and a host of other professionals make their money by providing people-based services. Selling a service is very different from selling a product. A service is a form of a relationship, and providing value in a service is a more abstract concept. What is intangibility? In marketing services, intangibility means the inability of a consumer to preassess the value of using a service.
Services Marketing: Focus on Service Characteristics to Create Competitive Advantage
Services are unique and four major characteristics separate them from goods, namely intangibility, variability, inseparability, and perishability. The services literature highlights differences in the nature of services versus products which are believed to create special challenges for service marketers and for consumers buying services. To help understand these differences a number of characteristics that describe the unique nature of services have been proposed. Services have some important characteristics that have implications for marketing. Learn about the features of services.
Characteristics of Services: What is a Service – And what makes it so special?
February 28, am The four characteristics of service are intangibility, inseparability, perishability and variability. Intangibility: Services that cannot be seen, tasted, felt, heard or smelled before purchase. I will deal with this by giving suggestions to make sure that the design, ambience and environment of the hotel and the quality of the products given to guests are attractive enough, not forgetting to provide them with thank you notes. Inseparability: Services that cannot be separated from their providers. I can deal with this by greeting them promptly and being polite, build a bonding with them, knowing my job well and provide them with satisfaction so that they will return for another stay. Perishability: Services that cannot be stored for later sale or use. Example is a guest dissatisfied with the service of a hotel front desk staff cannot return back the service rendered to him or her.
4 things to keep in mind when marketing services: intangibility
Marketing How does one go about marketing a service—a pet boarding and grooming service, for example? The challenges associated with marketing a service-based business are quite different from the challenges associated with marketing a product-based business. Service businesses have unique characteristics that should be explored and understood when developing a marketing plan and competitive strategy. The four key characteristics of service businesses are: Intangibility, Inseparability, Perishability, and Variability. I will also provide some tips for dealing with the challenges inherent in each characteristic. When you buy a car, you can see it, feel it, and even test it prior to purchase. In other words, products have tangible qualities that provide information to consumers so they can easily compare one product to another.