![]() One employee may be cheerful and efficient within a particular Sheraton hotel, while another may be unpleasant and slower. Variability is another important characteristic of services, which means that their quality may vary greatly, depending on who provides them and when, where, and how they are provided.įor example, the Sheraton hotel has a reputation for providing better service than others. Variability – Service Quality Never Stay The Same. The result of services is affected by both the provider and the customer. ![]() It means that services are generated and consumed simultaneously and can not be separated from their providers, whether they are people or machines.Īs the customer remains present as the service is produced, provider customer interaction is important in services marketing. Inseparability is a major characteristic of services. Inseparability – Services Are Generated and Consumed Together. It is pricing for various services should be kept simple and clear. The bank should choose a name and symbol for its service that suggest speed and efficiency. The bank’s ads and other communications should suggest efficiency, with clean and simple designs and carefully chosen words and photos that communicate the bank’s positioning. The equipment – computers, copy machines, desks – should look modern. The bank’s staff should be busy and properly dressed. The bank’s physical setting must suggest quick and efficient service: Its exterior and interior should have clear lines internal traffic flow should be planned carefully waiting for lines should seem short at teller windows and ATMs, and background music should be light and upbeat. ![]() It must make this positioning strategy tangible in every aspect of customer contact. The place, price, equipment, and communication material must indicate the service quality as claimed by the service provider.Ĭonsider a bank that wants to convey the idea that its service is quick and efficient. It means that services can not be seen, tasted, felt, heard, or smelled before they are bought.įor example, an airline passenger has only a ticket and the promise of a safe and comfortable journey.Īs the buyers are interested in service quality, the service provider must add tangible dimensions. Intangibility – Services Cannot Be Felt Before Buying.
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