Law firms, management consultants, IT services and telecommunication providers, architectural groups, healthc ar and educational organizations, financial and damages institutions, and a multitude of trade-to-consumer operations profit from performing and delivering people-based services.
But invisibility, or intangibility, is just one factor that distinguishes services marketing from product marketing. Along with inseparability, variability, and perishability, these four characteristics move the way thickenings behave during the acquire process and the way organizations must interact with them.
Additionally, these characteristics influence the tuition of marketing strategies and the more tactical marketing mixâ€"from the case and pricing of services bundles, to defining distribution plans and promotions options.
To ensure business success, services marketing professionals must clearly understand these characteristics, how they affect client behavior, and how their organization can respond to diminish affair risk, improve customer perceptions, and enhance market opportunities.
Intangibility
Services are not physical and cannot be possessed.
Because they cant be seen, touched, or make tangible in some way, assessing their quality and value is difficult.
A services client will never know how secure the service is until after he receives it. In some cases, it in truth may be months or years before a trigger event occurs to activate the service, at which time the client hopes to experience the promised service quality (e.g., an IT crisis triggers service, or an accident initiates an insurance claim).
This can be unsettling for the client, whose response is to look for tangible signals well-nigh the service process and quality prior to purchase to invalidate uncertainty and reservation.
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