BU352 Chapter 10: Chapter 10 Services - The Intangible Product
Document Summary
Intangible: hard to convey benefits of services but you can offer cues to help people experience and perceive your service positively, ex. Free wifi, waiting area with things to do at a doctor"s office: use symbols disney uses images of happiness and nostalgia, dentists provide free toothbrushes, services depend on consumer perceptions of their integrity and trustworthiness. Inseparable production and consumption: services are produced and consumed at the same time. Interacting with customer as they get the service: customers can participate in the process of receiving their service, can"t try before you buy, higher risk in services. Inconsistent: training and standardization, replace people with machines, ex. Internet enabled kiosks so people can order merchandise not available in the store. Inventory: services are perishable because they can"t be held in inventory or stored for use in the future, demand and supply of service sometimes doesn"t match, ex.
