There is general agreement that differences between goods and services exits and that the distinctive characteristics discussed in this section result in challenges for managers of services.
 |
| Characteristics of Service |
1.Intangibility:
The most basic distinguishing characteristic of services is intangibility.Because services are performances or actions rather than objects,they cannot be seen,felt,tasted or touched in the same manner that you can sense tangible goods.
Philip Kotler & Kevin Lane Keller says,"Service intangibility means that services can not be seen,tasted,felt,heard or smelled before they are bought."
- Visualization
- Association
- Physical representation
- Documentation
2.Inseparability: Philip Kotler & Kevin Lane Keller sand's,"Service inseparability means that services cannot be separated from their providers,whether the providers are people or machines."
3.Variability: Philip Kotler & Kevin Lane Keller says,"Service variability means that the quality of the service depends on who provides them as well as when,where and how they are provided."
4.Perishability:
Perishability refers to the fact that services cannot be saved,stored,resold or returned.A seat on an airplane or in a restaurant,an hour of a Jawyer's time or telephone line capacity not used or purchased cannot be reclaimed and used or resold at a later time.
Philip Kotler & Kevin Lane Keller says, "Service perishability means that services can not be stored for later sale or use."
a)On the Demand side:
- Differential pricing
- Non peak demand
- Complementary
b)On the Supply side:
- Part time employee
- peak time efficiency
- Increased consumer participation
- Shared service
- Facilities for future expansion
<<<<<<<<<<---------->>>>>>>>>>
0 Commentaries:
Post a Comment