services and its characteristics

8/7/2019 Services and its Characteristics

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Made by:

Sanya Kathuria

Saba Parvez


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What is a Service?

A service is an act, deed, performance or an effort

rendered for profit/non-profit directed at people,possessions and business users and performed by people,

machines or people with machines.


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Characteristics of services

Intangibility

Inseparability

Perishability

Variability


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Inseparabilityy Services are produced and consumed simultaneously.

y Incase of physical goods, they are manufactured into products,

distributed through multiple resellers, and consumed later. But,incase of services, it cannot be separated from the service

provider. Thus, the service provider would become a part of a

service.

y For example: Taxi operator drives taxi, and the passenger uses

it. The presence of taxi driver is essential to provide the

service. The services cannot be produced now for consumption

at a later stage / time.


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Contd.y The physical presence of customer is essential in services.

For example: to use the services of an airline, hotel,

doctor, etc a customer must be physically present.

y Inseparability of production and consumption increases

the importance of the quality in services. Therefore,

service marketers not only need to develop task-related,technical competence of service personnel , but also ,

require a great input of skilled personnel to improve their

marketing and inter personal skills.


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Problems due to Inseparabilityy Physical connection of the service provider to the service:

Service provider should be physically present to deliver the

service (dentist). Face-to face interactions with customersmakes employee satisfaction crucial.

y Involvement of the customer in the production process:

Requires the customer to be physically present to receive the

service (surgery, haircut)or present at the start and end ofservice ( dry cleaning, auto repair), or to be mentally present(adult education).The customer has a direct impact on the typeof service desired


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y Involvement of other customers in theproduction process:

Since production and consumption happen

simultaneously, several customers share a

service experience. This could be negative or

positive (restaurants ve, theatre +ve)


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Possible marketing solutions

Emphasis on selecting and training public contact

personnel:Unhappy employees can affect both, customers in

direct contact as also other employees. A bright,

highly motivated employee creates a more pleasant

experience for the customer.


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services and its characteristics

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