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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Although the concept of intangibility is sometimes useful, it cannot be universally applied to all services during all stages of the service delivery Lovelock and Gummesson, This is because they greatly depend on who provides the service as well as when, where and how they are provided – Variability Kotler et al. About this resource This Marketing essay was submitted to us by a student in order to help you with your studies.

Service intangibility means that services cannot be seen, tasted, felt, heard or smelled before they are bought. Also, establishing employee feedback mechanisms so that management can hear and take action on issues of concern will strengthen employee perceptions of the company, increase satisfaction, and result in better client interactions.

Characteristics of Services: What makes a Service so special?

Maintaining client trust during lapses which will happen is critical. Services entitle the consumer to an experience and perihsability experience cannot result in an ownership Edgett and Parkinson, This is the reason why the service providers charge customers for missed appointments.

They could be inventoried by recording the live performances for later reuse through broadcasting or by transforming them into a reusable good in the form of CDs, DVDs, tapes, or other storage media for later resale. Moreover, there are a lot of examples that prove that the four unique characteristics of services fail to adequately and uniformly distinguish them from tangible goods Lovelock and Gummesson, Variability does also belong to the important characteristics of services.


Leaving an item or giving instructions to the service provider does not involve participation of the customer in the actual production of the service. The management should create a culture so that the staffs have a clear vision on what role they play in creating loyal customers Sierra and McQuitty, Essay UK – http: There are also other services where customers are often absent during production, such as internet banking, accounting, insurance and research Keh and Pang, One of the other major characteristics of service is that they cannot be stored for later use or sale – Perishability.

Customers can easily end up feeling like they have to make a purchasing decision without adequate information. It is called as the quality gap.

The value existed only at that particular point and disappeared when the patient did not come. Process also becomes very important while delivering the service. Overview of Pricing Strategies — Finding the February 6, 0.

Homogeneity could also be achieved in services, such as entertainment and education. Now put a few of these characteristics together to improve your competitive position. However, there are important exceptions to this characteristic of services. However, they are widely accepted by scholars and marketers as the most important characteristics of services Wolak et al.

If the restaurant runs with an inflexible staffing xnd, expenses are the same each night. The customer has certain expectation of the quality of the service and the provider determines how the customers perceive quality and there is always a mismatch between these two.

Management should standardize the service, provide the front line staffs with full information about what they are supposed to do and how they should behave in their job and also motivate them to deliver the best service.

When i have time and some money, inseparqbility will certainly: Moreover, consumption of the eprishability of these services can only appear some time after production has been completed. The service sector should also standardize the service throughout the organization.


Services were regarded as exceptions to the general marketing, that of tangible goods. These could be stored before purchase or consumption. This strategy will allow the restaurant to provide the same level of customer service with varying customer demand—and improve productivity.

Four Factors That Distinguish Services Marketing

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. Intangibility means that cannot be seen, tasted, felt, heard or smelled before they are bought thus the customer cannot evaluate it.

What is the answer to this challenge? For instance, airline passengers have nothing but a ticket and a promise that they will arrive at a certain intanginility at a certain destination.

Even if the operation was successful carried out in variabiliity highest of technical standards, the patience may still be dissatisfied with the service that they have received.

On the other hand, the hotel cannot supply hotel rooms for its customers when it is fully occupied. Thus, another option for the development of services marketing is to distinguish among different types of services and not to look at services as a general category. Moreover, the field of services marketing has expanded and there have been major changes in the sector, which have blurred its boundaries.

The automated teller machine is a store of cash. Reach her at cc rethinkmarketing. Another way to balance supply-demand issues is through the use of retainer agreements.