Service cannot be seen, tasted, felt, heard, smelled before purchase.
Buyers look for signals of service quality from place, people, price, equipment, and communications that they can see. Therefore, the service provider’s task is to tangibilize the intangible benefits.
Conscious designing of a concept to create certain emotional effects (feelings) in buyers through sensory experiences (visual, audio, olfactory, gustatory, tactile) that will enhance purchase probability of a certain target market
Inseparability
Services are produced and consumed at the same time and cannot be separated from their providers.
Provider-customer interaction. Both the provider and customer affect the service outcome.
Variability
Quality of service depends on who provides it, when & how.
e.g. Receptionist C/I and C/O with different attitudes./ Customers have varied services.
Perishability
Service cannot be stored for later sale or use.
Service firms often design strategies for producing a better match between demand and supply.
e.g. Doctors charge patients for no-show. The service value still existed at that point. / Customer cannot return the service.
同理 hotel sell room night, if guest no show, u can’t sell it alternatively, thus perishable
回复 ( 2 )
谢谢邀请。
第一，不能单纯的用字典上的翻译。
第二，这是服务业产品所具有的性质，不是怎么把他们运用的服务和产品上。问题本身就有问题。
marketing notes 送你
Intangibility (biggest difference)