Characteristic of Service Marketing

Unit 2

Can I just type? LOL..

Intangibility:
Service products cannot be tasted, felt, seen, heard or smell. Prior to boarding a plane, airline passengers have nothing but an airline ticket and a promise of safe deliver to their destination. To reduce uncertainty caused by service intangibility, buyers look for tangible evidence that will provide information and confidence about the service.

Inseparability:
For many service, the product cannot be created or delivered without the customer's presence. The food in a restaurant may be outstanding, but if the server has a poor attitude or provides inattentive service, customers will not enjoy the overall restaurant experience. In the same way, other customers can affect the experience in service settings.

Variability:
Service delivery quality depends on who provides the services. The same person can deliever differing levels of service, with a marked difference in tolerance and friendliness as the day wears on. Lack of consistency is a mojor factor in customer dissatisfaction.

Perishability:
Services cannot be stored. Empty airline seats, hotel rooms, restaurant covers; all these services cannot be sold the next day. If the services are to maximize revenue, they must manage capacity and demand since they cannot carry forward unsold inventory.