Services can be paraphrased in terms of their generic key
features .
1. intangibility
Services are intangible and insubstantial : can not be
touched , gripped , handled, looked at , smelled, tasted or heard. Therefore,
it is neither possible nor necessary to transport services , storage or average
. In addition , a service that can not be ( re) sell or owned by someone , nor
can be delivered by the service provider to the service consumer nor returned
from the service consumer to the service provider . Limited to the provision of
services may be charged a service provider who must generate and serve in the
clear request of authorized service consumer .
Two . perishable
Services are perishable in two respects
• The services of relevant resources , processes and systems
are assigned to provide services for a specified period of time. If a service
consumer requests not designated or planned and consume the service during this
period , the service can not be performed by him. From the service provider
perspective , this is a lost business opportunity because you can not charge
any service delivery can potentially allocate resources , processes and systems
to another service user requests a service . Examples: The salon serves another
client when the scheduled start time or time interval is over. An empty seat on
a plane can not be used and charged after departure .
• When the service has been fully given to consumers of
services requested , this particular service irreversibly vanishes as it has
been consumed by the service consumer . Example : the passenger has been
transported to its destination and can not be transported back to this place at
this point in time.
Three . inseparability
The service provider is indispensable for service delivery
as you must quickly generate and render the service to the consumer of services
requested . In many cases , the provision of services is carried out
automatically, but the service provider must allocate resources and systems preparatorily
and actively maintain adequate preparation services and capabilities. In
addition , the service consumer is inseparable from service delivery , as it is
in it apply to consumption of the benefits provided. Examples: The service
consumer must sit in the shop and the barber chair or seat plane and ,
consequently , the hairdresser or the pilot must be in the same shop or plane,
respectively , for the delivery of the service.
4 . simultaneity
The services are delivered and consumed during the same time
period . As soon as the service consumer has requested the service ( delivery),
the particular service must be generated from scratch without any delay and
friction and the service consumer instantaneously consumes the rendered
benefits for executing his upcoming activity or task.
5 . variability
Each service is unique. Is generated only once , paid and
consumed and can not be repeated exactly as the point in time , place,
circumstances, conditions , current configurations and / or the resources are
different for the next installment , though the same requests consumers of
services of the same service. Many services are considered as the homogeneity
or heterogeneity usually poor and are modified for each service consumer or
each new situation ( consumerised ) . Example : The taxi service which transports
the service consumer of your home from the opera is different taxi service
which transports the same service consumer from the opera to his home - another
point in time, the other direction , such once another route , probably another
taxi driver and taxi.
Each of these characteristics is retractable per se and
their inevitable coincidence complicates the consistent service conception and
make service delivery a challenge in each case. Proper marketing of services
requires creative visualization to effectively evoke a concrete image in the
minds of consumers of services. From the point of view of the consumer of
services, these features make it difficult , or even impossible , to evaluate
and compare services before providing services experience .
Total generation and delivery of services is very difficult.
This can be seen as a problem of inconsistent service quality . Both inputs and
outputs to the processes involved providing services are highly variable, as
are the relationships between these processes , making it difficult to maintain
consistent service quality . For many services there is labor intensity as
services usually involve considerable human activity , rather than a precisely
determined process , exceptions include utilities . Human resource management
is important. The human factor is often the key success factor in service
economies . It is difficult to achieve economies of scale or gain dominant
market share . There are fluctuations in demand and can be difficult to
forecast demand . Demand can vary by season , time of day, the business cycle ,
etc. No consumer involvement as most service delivery requires a high degree of
interaction between service consumer and service provider. There is a
client-based relationship based on building long-term business relationships .
Accountants , lawyers and financial advisers maintain long-term relationships
with its clients for decades. These repeat consumers refer friends and family ,
helping to create a relationship based on the client.
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