I would like to tell you about the Characteristics of Services and Marketing of Services notes, as you want.

Here I am telling you about it, as you want;

Characteristics of Services

Intangibility –
Services are cannot be touched or hold, they are intangible in nature.

For example –
you can touch your Smartphone.
But, you cannot hold or touch the services of your telecom service provider.

Inseparability –
In case of services the production, distribution, and consumption takes place simultaneously.
These three functions cannot be separated.

Variability –
It is impossible to provide similar service every time.
You’ll experience some change every time you buy a particular service from a particular service provider.

For example –
Yesterday you had a coffee at CCD. Today, you are again at CCD to have a coffee, but you have got different place to sit today; the person served you coffee is different today; other people having coffee are also different today. Hence, your experience of having coffee today is different as compared to yesterday.

Perish-ability –
You can store goods, but it is not so in the case of services. Services get perished immediately.

Participation of customer –
Customer is co-producer in production of services. For delivery customer involvement is as important as is of the service provider. For example – if you went to a parlour for haircut, how it cannot be possible without your presence and involvement.

No ownership –
In the sale of services, transfer of ownership not take place. It means to say that consumer never own the services.


Marketing of Services
A different marketing approach is necessary for services marketing, because services differ from goods in many respects.


Difference between Services and Goods
Basis Services
Tangibility Services are intangible in nature. They cannot be touched or hold.

Separability Services are inseparable in nature. Production, distribution, and consumption of service take place simultaneously.

Ownership Services cannot be owned. They can be hired for a specific time period.

Perish-ability Services get perished after a specific time period. It cannot be stored for future use.

Heterogeneity Services are more heterogeneous. It is very difficult to make each service identical.


Basis Goods
Tangibility Goods are tangible in nature. They can be touched and hold.

Separability Function of distribution and consumption of goods can be separated from the function of production.

Ownership Goods can be owned.

Perish-ability Goods can be stored for future use.

Heterogeneity Goods are less heterogeneous. It is possible to make each goods identical.

Attached Files

MBA Service Marketing Notes.zip (31.4 KB, 38 views)