COMMERCE 2MA3 Chapter 10: Services: The Intangible Products
17 Nov 2016
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Document Summary
The marketing of services differs from product marketing because of four fundamental differences unique to services: they are intangible, inseparable, variable and perishable. Intangible: a characteristic of a service; it cannot be touched, tasted, or seen like a pure product can. Consumption: a characteristic of a service: it is produced and consumed at the same time that is, service and consumption are inseparable. Inconsistent: a characteristic of a service: its quality may vary because it is provided by humans. Inventory: a characteristic of a service: it is perishable and cannot be stored for future use. Certainly, providing great service is not easy, and it requires a diligent effort to analyze service processes step by step in order to improve them. Service gap: results when a service fails to meet the expectations that customers have about how it should be delivered. There are four service gaps: 1) knowledge gap:
