![]() ![]() This can be unsettling for the client, whose response is to look for tangible signals about the service process and quality prior to purchase to reduce uncertainty and reservation. In some cases, it actually may be months or years before a trigger event occurs to activate the service, at which time the client hopes to experience the promised service quality (e.g., an IT crisis triggers service, or an accident initiates an insurance claim). Services are not physical and cannot be "possessed." Because they can't be seen, touched, or made tangible in some way, assessing their quality and value is difficult.Ī services client will never know how good the service is until after he receives it. To ensure business success, services marketing professionals must clearly understand these characteristics, how they affect client behavior, and how their organization can respond to diminish engagement risk, improve customer perceptions, and enhance market opportunities. Along with inseparability, variability, and perishability, these four characteristics affect the way clients behave during the buying process and the way organizations must interact with them.Īdditionally, these characteristics influence the development of marketing strategies and the more tactical marketing mix-from the "packaging" and pricing of services bundles, to defining distribution plans and promotions options. 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.īut invisibility, or intangibility, is just one factor that distinguishes services marketing from product marketing. If her experience was positive, it could be because the restaurant successfully managed these service characteristics.It's been called "selling the invisible"-delivering intangible services as a core "product" offering. To improve her experience, the restaurant could have provided more detailed menu descriptions, ensured consistent service through staff training, gathered feedback after her meal, and offered a discount for her next visit if she had to wait for a table. Perishability: If Cherry made a reservation but didn't show up, the restaurant would have lost that potential revenue. Variability: Cherry's experience could have been different if she visited at a different time or if a different chef was working. If the waiter was having a bad day, it could have negatively impacted her experience. The quality of service depended on the chef and the waiter. Inseparability: The food was prepared and served at the same time. However, the menu descriptions and photos, as well as the restaurant's ambiance, gave her an idea of what to expect. Intangibility: Cherry couldn't taste the food before ordering. Let's say Cherry visited Copeland's for dinner. They can also manage supply and demand through scheduling and reservation systems. Perishability: To manage perishability, a manager can use pricing strategies, such as discounts during off-peak times, to encourage usage. Variability: To reduce variability, a manager can implement quality control measures and regularly gather customer feedback to identify areas for improvement. Inseparability: To ensure consistency, a manager can invest in staff training and standardize the service delivery process as much as possible. ![]() They can also provide tangible cues, such as professional-looking staff or a well-designed website. ![]() Intangibility: To overcome this, a manager can focus on creating a strong brand image and reputation. This can impact the pricing and scheduling of services. This means that if a service is not used at the time it is available, it is wasted. Perishability: Services cannot be stored for future use. This can lead to inconsistent customer experiences, which can impact customer satisfaction and loyalty. Variability: Services are highly variable as they depend on who provides them and when and where they are provided. ![]() This can impact the consistency of the service, which is a key aspect of marketing. This means that the quality of service can vary depending on who provides it and when it is provided. Inseparability: Services are produced and consumed simultaneously. For example, customers may rely more on word of mouth or online reviews. This makes it difficult for customers to evaluate the service, which can impact the marketing strategy. Intangibility: Services cannot be physically touched or seen before they are purchased. Impact of Service Characteristics on Marketing Plans ![]()
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