features of service marketing

Therefore a great deal of effort has to go into standardisation of delivery. A physical product, e g., a television set, a refrigerator, terelene saree, idli-dossa, face cream, are visible and concrete products. for a holiday tour package to picturesque Manali in Himachal, the buyer has access to hotel, mountains, snow, waterfalls, rivers etc. A service is an act, deed, performance or a rendering offered by one person to another. While selling or promoting the sale of a service we have to concentrate entirely on the benefits and satisfaction a buyer can derive after buying that service. Variations in service can also be found across time too. In case of Beauty Parlour, the services provided along with the hair- dressing should be enjoyed simultaneously. In this way a bank marketer can promote the sale of any bank service by stressing the benefits, conveniences and other advantages derived from that particular service. Intangibility is an important consideration that complicates the functional responsibility of a marketing manager, specially while influencing and motivating the prospects/customers. Each service episode tends to be unique in its own right. There cannot be a standard services. This way a large portion of society gets employment due to these marketing activities. Nature of Demand. The same theme of not transferring the ownership has also been supported by Batesan. The services literature highlights differences in the nature of services versus products which are believed to create special challenges for services marketers and for consumers buying services. The amount paid by the customer is for the observing the running movie but not for anything else. This makes interaction between consumer and service production system essential for its creation and marketing. Variability is inherent in services because of their peculiar characteristics including intangibility and inseparability. Hence, we can determine the level of satisfaction at which the users are found satisfied. Services have some salient features which necessitate a new vision, a distinct approach and a world-class professional excellence to market effectively and profitably. The extrinsic elements that surround a service are often used by consumers as indicators of quality of service. For e.g. Enhance marketing campaigns and inform target segments. The unaccommodated customers are lost revenue opportunities. The goods if not sold today can be stored, preserved for further selling. Privacy Policy3. Customer focus 2. Goods being physical entities are separable from their production systems. It eventually leads to increase the sales of companies. The intangible nature of services makes consumers concerned about their providers. If a lawyer is available but there is no customer during that period, the fixed cost of the idle lawyer’s opportunity is the inventory carrying cost. Service marketing … Improving better relations with customers is another important role played by marketing activities. It is the medium which enables in knowing all market trends and technological changes. Carman and Uhl say, “Producers of services generally have small-sized operations than do producers of goods, largely because the producers must travel to get the services or vice versa. A sample class by a teacher, sample consultation of a doctor, sample experience of a hotel, or a sample flight is distinct from what it purports to be sample of. The main paradigm of services marketing is that services are different from tangible goods. Consumption of services is directly linked to the experience. It also costs time and money from buyers to travel to producers of services and these economies of time and travel provide incentive to locate more services centres closer to prospective customers which results in smaller service centre.” This can be clarified by a suitable example. As Zeithaml and Binter point out, “because services are heterogeneous across time, organisations, and people, ensuring consistent service quality is challenging. Services therefore are co-created experiences. The quality of service is highly variable. For example, a musician’s performance or a lawyer’s counsel cannot be separated from them. In services marketing, a service provider is the product. Even the quality of the out­put of services sold by one seller cannot be uniform or standardised. The public transport facilities are used considerably during the beginning and end of office hours. Characteristics of Service Marketing Promotes Intangible Products. In most of the cases, the customer receives and consumes the services at the service provider’s premises. Objective-oriented 4. Similarly, it is not usually possible to gain significant economies of scale through centralisation. A person can sell his service only to a limited number of customers in a day. ADVERTISEMENTS: Some of the most important features of marketing are as follows: 1. As the customers are involved in the production process, the service quality becomes difficult to measure and control. Donald Cowell says, “Goods are produced, sold and then consumed whereas the services are sold and then produced and consumed.”. The service will also vary according to the degree to which clients involved in the production of the service agree. A building unoccupied, a person unemployed, credit not utilised, a ship, a wagon or a warehouse loaded to only half its capacity, empty rooms in a five star hotel are illustrations represen­ting perishable nature of services and business which is lost forever. Services don’t move through the channel of distribution. “They cannot be tasted, felt, heard, or smelled before they are bought”. Very critical distinguishing feature customer are habituated to accepts its heterogeneity to manage these characteristics providing! 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