Concept and nature of service 1. SERVICE MARKETING CONCEPT AND NATURE OF SERVICE INTRODUCTION In simple words, services are deeds, processes, and performances. This chapter discusses the specific nature of services and the need for services businesses to shift to a relationship orientation.

Describe a service using the four dimensions of the service package. So, is there anything special about services marketing?Inseparability – services are typically produced and consumed at the same time, with customer participation in the process.Exercise your consumer rights by contacting us at Perishability – it is not possible to store services in inventory.Intangibility – services are to a large extent abstract and intangible. However, the nature of a particular service business may dictate …
By continuing to browse this site, you agree to its use of cookies as described in our Enter your email address below and we will send you your username Let us take a look at some of the characteristics of a service. I have read and accept the Wiley Online Library Terms and Conditions of Use Definition: Marketing is the process of converting prospective buyers into actual customers by communicating complete information of the product or services to the customer. However, the huge diversity of types of service businesses suggests that it is difficult to fit services into a neat definition. If the address matches an existing account you will receive an email with instructions to retrieve your username

The definition of service is “any intangible product, which is essentially a transaction and is transferred from the buyer to the seller in exchange for some consideration (or no consideration). The theory of service marketing has universal application – the same underlying concerns and principles apply whatever the nature of the …
Returning user Category of Services • Services Industries and Companies : Healthcare, Hotels, Hospitality, Transportation, Education • Services as Products : Normally sold with goods as accompanying services, like gift wrapping, training and grooming 23/07/2013 2© Himansu S M 3. SERVICES MARKETING Chapter – 2 : Nature of Services Marketing 2. Indeed, such is the range and diversity of services that service managers can often learn from other industries where services are provided which, although different, have some of the same inherent characteristics as their own. The key elements which are the secret to a successful marketing practice are thorough market survey and research, framing a competitive strategy , designing a realistic marketing plan and implementing different … NEW USER Marketing Plans for Services: A Complete Guide, Third Edition But, the increasing interest in the services sector has been accompanied by considerable disagreement and debate as to what constitutes a service and whether service marketing is a distinctive subject area. Intangibility: A service is not a physical product that you can touch or see. This type of marketing involves selling goods (and services) to organizations (public and private) to be used directly or indirectly in their own production or service-delivery operations. However, the nature of a particular service business may dictate a need to place much greater emphasis on certain marketing elements, which in turn could lead to different marketing approaches. Use the link below to share a full-text version of this article with your friends and colleagues.

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