Good services charactersitics

759 views

Published on

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
759
On SlideShare
0
From Embeds
0
Number of Embeds
12
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Good services charactersitics

  1. 1. Services…..a bundle of performance andsymbolic attributes designed to produce consumer want satisfaction.
  2. 2. Tangible / Intangible Attributes• Tangible • Intangible – touch – can’t see – see – can’t touch – taste – can’t smell – smell – can’t taste
  3. 3. 4 Characteristics ofServices 1. Intangibility - 2. Production (or performing the service) and Consumption (using the service) - happens at the same time 3. Heterogeneity - services are not always delivered the same way 4. Perishability - cannot be put in inventory or stored for later use ie. You can’t buy 2 haircuts
  4. 4. Characteristics ofServices 1. Intangibility - “u can’t touch this” • Services cannot be stored • Services cannot be protected through patents - therefore a really great travel package and service can be copied a really great physical object can be patented, and NOT allowed to be copied
  5. 5. Contd………….Characteristics ofServices Contd….. Intangibility – “u can’t touch this” • Hard to explain and display Services if you can’t see them • Prices are difficult to set - depends on customers expectations
  6. 6. Contd….. Intangibility…….. Intangibility - “u can’t touch this”Marketing Strategies• stress tangible cues, e.g.. Smiling face• use personal information, sources, references• use word-of-mouth• contact customers after they buy to stimulatecontinued enthusiasm and hope they “talk it up”
  7. 7. Characteristics of Services 2. Inseparability of Production (or performing the service) and Consumption (using the service) - happens at the same time • Many people involved in delivering a service • mass production of services is hard to do
  8. 8. Contd…. Inseparability of Production (orperforming the service) and Consumption(using the service) - happens at the sametimeMarketing Strategies• Emphasize how much you train your people - sotheir ability to give you good service will be high• Have many locations so customers can get to you• ie. Insurance sales come to your home
  9. 9. Characteristics of Services 3. Heterogeneity - services are not always delivered the same way It is very difficult to standardize services e.g.. A machine can make ice cream cones a standard size 100% of the time A person filling an ice cream cone with a scoop cannot do it the same amount each time, unless you use a machine to dispense the ice cream
  10. 10. Contd…. Heterogeneity –services are not always delivered the samewayIt is very difficult to standardize servicese.g.. A Taxi driver cannot drive you to theoffice in exactly the same time each daybecause the traffic patterns changee.g.. A travel agent can sell you a vacationpackage - but cannot guarantee you will likethe trip exactly the same way another touristdid.
  11. 11. haracteristics of Services 4. Perish ability - cannot be put in inventory or stored for later use i.e.. You can’t buy 2 haircuts Demand fluctuates and changes, sometimes depending on the season, or weather e.g.. Taxi in the rain, vacation in summer
  12. 12. Characteristics of Services 5. Ownership: - Ownership is the only distinctive feature which separates product from service: HOW? Product industry involves owner ship of goods where as in service industry customer may have to access for the use of service or product.

×