Characteristics of service marketing essay

They do not require the presence and the participation of the customer in the service development process Lovelock and Gummesson, 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. There is a huge debate concerning the effectiveness of the four unique characteristics in differentiating services from goods.

Some of the possible strategies to match supply and demand include different pricing according to the peak period, developing non-peak demand, developing reservation systems and complementary services, utilizing part-time employees or third-parties, sharing capacity, preparing in advance for expansion, etc. Services are considered heterogeneous mainly because it is difficult to achieve uniform output, especially in labor-intensive services. buy a college paper online transfer Banks have also reduced the heterogeneity of its services by providing automated teller machines. These are educational, entertainment, information, and religious services Lovelock and Gummesson,

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There are UK writers just like me on hand, waiting to help you. Services could also be inventoried - in machines and buildings Lovelock and Gummesson, Other examples can be found in entertainment, educational, and information services.

There are also other services where customers are often absent during production, such as internet banking, accounting, insurance and research Keh and Pang, These services are performed in the customer's absence as by purchasing them customers avoid on purpose performing or being involved in such tasks. Moreover, consumption of the benefits of these services can only appear some time after production has been completed. Characteristics of service marketing essay Customers could specifically prefer an expensive service evaluated on the basis of the availability of superior tangible elements, such as a more elegant and better equipped hotel room Lovelock and Gummesson,

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There is a challenge of establishing standards when there is a variability in behavior and performance among service workers, and even among the same worker with different customers and from day to day. The intangibility of services causes some problems for marketers. how to write a compare and contrast essay for high school For example, services such as home entertainment and self-study education could be pre-recorded for use in a different location and at a different time so the customers do not need to be involved in their production Lovelock and Gummesson, Thus, the field of services marketing needs a new paradigm so that it could remain relevant in the future, as well. Registered Data Controller No:

They are distinguished on the basis of four unique characteristics - intangibility, inseparability of production and consumption, heterogeneity, and perishability. The characteristics of services could also be considered outdated due to the development of technology, especially the use of the Internet Edvardsson et al. paper moon writer Until recently, the main idea of services marketing was that services are different from tangible goods. In addition to this, service providers should also be trained to avoid or manage inter-customer conflicts as the consumption of the service may take place in the presence of other customers who share their experiences Jobber,

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However, the four characteristics of services are still applicable to some service categories and situations. I will now discuss each of the unique characteristics of services, some of the problems that they pose for marketers and some possible marketing solutions. Characteristics of service marketing essay Banks have also reduced the heterogeneity of its services by providing automated teller machines.

Students store the knowledge they gained in university for life. Services are considered heterogeneous mainly because it is difficult to achieve uniform output, especially in labor-intensive services. Characteristics of service marketing essay They apply only to some services. The characteristics could still be applied to some services and situations when they are relevant and useful Edvardsson et al. Such restaurant chains have standardized preparation procedures and menus and could offer high consistency to their customers all around the world.


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