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.

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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.

They are willing to pay money to save time and effort and to have a specialist do the task better than they would Lovelock and Gummesson, Moreover, adopting uniform production procedures and developing internal marketing to promote service quality could lead to greater consistency Edgett and Parkinson, International Journal of Service Industry Management.

In order to be successful, a small service business must not only attract new customers, but it must also develop long-term relationships with existing customers. For many services, managing demand is handled by scheduling delivery through appointments, while increasing supply is addressed through multiple locations or additional site personnel.

Four Factors That Distinguish Services Marketing

A lot of scholars are trying to achieve this and are searching for a new paradigm of services marketing. So it is highly recommended for the management to understand the effects of intangibility on consumer expectations for service quality.


Restaurants being a small business ignore to provide training persihability their staffs because of the cost and resources. Especially the front line staff who comes in direct contact with the customers Langford, For example, a restaurant might be full one night and half empty the next.

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Moreover, they cannot be easily displayed, intanggibility or priced. They could also evaluate the hotel building, its facilities, the appearance of the employees, their attitude, the other guests of the hotel and so on. The field of services marketing was developed in the late s in order to distinguish marketing of services from general marketing.

If a flight takes off then the airline cannot sell the tickets for that flight. Although the services provided by an organization are very diverse, they have accounted for the performance of the organization Kotler and Keller, Registered Data Controller No: However, these characteristics have not been empirically or theoretically tested.

Characteristics of services apply universally to any service.

Although there are other characteristics of services suggested in the literature, these four are the most cited ones Edvardsson et al. These are educational, entertainment, information, and religious services Lovelock and Gummesson, Most services cannot be experienced or consumed until the purchase is made.

While goods are first produced, then sold and finally consumed, services are often sold, produced and consumed simultaneously Zeithaml et al.

When i have time and some money, i will certainly: Journal of Service Management. One example of a service that involves tangible elements is the hotel service, whose main element – the room – is tangible.


The automated teller machine is a store of cash.

Accounting essays Architecture essays Business essays Coursework Economics essays Education essays Engineering essays English language essays English literature essays. Medicine essays Miscellaneous essays Psychology essays Religious studies essays Science essays Sociology essays Essays menu. Psychological Insearability Strategies — Importance of Price That is customer also becomes partly responsible for the service that they receive Davies, Sign in to start learning.

General Management – Four Factors That Distinguish Services Marketing : MarketingProfs Article

Understanding the characteristics of services can provide a unique opportunity for services producers to improve business success by rethinking their pricing models and packaging options, improving production processes and client participation, enhancing customer focus, and building employee relationship skills. Value-based Market Segmentation — Dividing the Market into Once you have decided to buy a Honda Accord, you know that there will be no variation in the quality of the Accord from one Honda dealer to another.

Anonymous July 6, at It refers to the fact that the quality of services can vary greatly, depending on who provides them and when, where and how. Intangibility means that cannot be seen, tasted, felt, heard or smelled before they are bought thus the customer cannot evaluate it. Variabilityy production of the services can’t be separated from its consumption. Staffs become aware about their responsibility and act accordingly.