Services last a specific time and cannot be stored like a product for later use. There is no inventory in case of a service. This is so because of the fact that services are produced and consumed simultaneously. Third, in services, the effect varies depending on when and where the service is provided. Second, services are highly people sensitive. This is so because of three reasons- First, inseparability of the service from the provider leads to some variability. Services are also marked by variability or heterogeneity. burgers but consumers are also concerned about the quality and speed of service, are staff cheerful and welcoming and do they serve with a smile on their face? What exactly are the characteristics of a service? In fact, many organizations do have service elements to the product they sell, for example McDonald’s sell physical products i.e. Characteristics of Service Marketing: Intangibility, Variability, Perishability, Natural Shift, Inseparability and Many More… 6 Important Characteristics of Service Marketing – Service is a Performance, Services do not involve any ownership transfer, Intangibility, Inseparability, Variability and Perishability Service do not involve any ownership transfer 3. Some of the characteristics of service marketing are as follows:- 1. The peculiar characterised services create challenges and opportunities to the service marketers. In India, service jobs now account for 70 per cent of all jobs and 65 per cent of gross domestic product. A service is anything which can be offered to the customers in order to satisfy their need, wants and desire and intangible, inseparable, variable and perishable in nature. These are intangibility, perishability, inconsistency, fluctuation and consumer dependent. Variability or lack of consistency in the product is a major cause of customer disappointment in the hospitality industry.Services typically have several distinctive characteristics or features from goods retailing. When the product they receive is different and does not meet their expectations on the next visit, they often do not return. Customers usually return to a restaurant because they enjoyed their last experience. Sometimes the communication to the customer is verbal, and sometimes it is printed on the menu. Restaurants have solved this by developing common definitions of steak doneness and communicating them to the employees and customers. The guest will be disappointed when he or she cuts into the steak and sees pink meat. A restaurant customer ordering a medium steak may expect it to be cooked all the way through, whereas the person working on the broiler may define medium as having a warm pink center. Lack of communication and heterogeneity of guest expectations also lead to service variability. In the case of mediocre service, the service person may not have felt well or perhaps experienced an emotional problem. A guest can receive excellent service one day and mediocre service from the same person the next day. The high degree of contact between the service provider and the guest means that product consistency depends on the service provider’s skills and performance at the time of the exchange. Fluctuating demand makes it difficult to deliver consistent products during periods of peak demand. Services are produced and consumed simultaneously, which limits quality control. There are several causes of service variability. Their quality depends on who provides them and when and where they are provided. The hotel could avoid this problem and improve customer relations by asking guests at arrival time if they would like to make a deposit for anything they might charge, such as in-room movies. Guests obviously become upset about receiving this information. He or she informs guests that they must come to the front desk and pay for the movie before it can be activated. The clerk must explain that the guest did not establish credit because cash was paid for his or her room. On more than one occasion, the front-desk clerk has been observed answering the phone of an upset guest who claims the movie system does not work. Many of these guests pay in cash or with travelers’ checks because they do not use credit cards. A hotel at the Newark Airport is popular with international tourists who have just arrived from overseas. This means hospitality and travel organizations have to train customers just as they train employees. Customers must understand the menu items in a restaurant so that they get the dish they expect. Another implication of inseparability is that customers and employees must understand the service-delivery system because they are co-producing the service.
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