characteristics and classification of services

8/16/2019 Characteristics and Classification of Services

1/35


2/35

SERVICE DEFINITION

“ A service is an act of performance that oneparty can offer to another that is essentiallyintangible and does not result in the ownershipof anything. Its production may or may not be

tied to a physical product.”- Philip Kotler


3/35

CHARACTERISTICS OF SERVICE

MARKETING1. INTANGIBILITY

2. PERISHABILITY

3. INSEPARABILITY

4. HETEROGENEITY

5. OWNERSHIP

6. SIMULTANEITY. !UALITY MEASUREMENT

". NATURE OF DEMAND


4/35

1. INTANGIBILITY

S#$% '#( )$# *+)*, - # /# ')**0+ +0 ' + # )( + #)$# *0+ ( ') 0- #'+(.

A '0*( #$ 7## ( + )+ # )( + # $ , + )*8 0 0$+ * ++0 (##: +0 ' : #)$: ( # 0$ +)(+# + # ,008( -#70$#+ # - + # - + ( ( *0+ ) ')- # +0 (#$% '#(.

T # (#$% '#( )$# *0+ ;*0/* +0 + # ' (+0 #$ -#70$#+ # +);# + # .


5/35


6/35

2. PERISHABILITY

V) # 07 (#$% '# #= (+( )+ + # 0 *+ / #* + ( $#> $#8.

S#$% '#( #$ ( )( (00* )( + # )$# (#8.

S#$% '#( )(+ 70$ ) ( #' 7 ' + # )*8 ')**0+ -# (+0$#8

;# ) $08 '+ 70$ )+#$ (#.


7/35


8/35

3. INSEPARABILITY

S#$% '#( ')**0+ -# (# )$)+#8 7$0 + # (#$% '# $0% 8#$.

T (: + # (#$% '# $0% 8#$ /0 8 -#'0 # ) )$+ 07 )(#$% '#.

P$08 '+ 0* )*8 '0*( + 0* 07 (#$% '#( ,0 )*8 * )*8.


9/35

INSEPARABILITY E


10/35

4. HETEROGENEITY

T # > ) + 07 (#$% '#( ')**0+ -# (+)*8)$8 ?#8.

S (+# ( )*8 $0'#8 $#( )$# + *+0 )'# +0 );#( $# + # (#$% '# $0% 8#8 ( '0*( (+#*+.

T # (#$% '# 7 $ ( ( 0 8 );# )* #770$+ +0 8# %#$ ,)*8 '0*( (+#*+ > ) + - (# #'+ *, ,008 )*8 > ) 7 #8

#$(0**# 70$ $#*8#$ *, + # (#$% '#.


11/35

HETEROGENEITY E


12/35

5. OWNERSHIP

I* + # () # 07 ,008(: )7+#$ + # '0 #+ 0* 07 $0'#((:+ # ,008( )$# +$)*(7#$$#8 * + # *) # 07 + # - #$

)*8 # -#'0 #( + # 0/*#$ 07 + # ,008(.

B + * + # ')(# 07 (#$% '#(: + # (#$( )%# 0* )*)''#(( +0 (#$% '#(.

T # ')**0+ 0/* + # (#$% '#.


13/35

OWNERSHIP E


14/35

6. SIMULTANEITY

S#$% '#( ')**0+ 0%# + $0 , ' )**# ( 07 8 (+$ - + 0*)*8 ')**0+ -# 8# %#$#8 +0 + # 0+#*+ ) ' (+0 #$(

)*8 (#$.

E + #$ (#$( )$# -$0 , + +0 + # (#$% '#( 0$ $0% 8#$(,0 +0 + # (#$.

I+ ( $ , + +0 () + )+ (#$% '#( )%# +#8,#0,$) ') )$#).


15/35

COST & SIMULTANEITY E


16/35

. !UALITY MEASUREMENT

A (#$% '# (#'+0$ $#> $#( )*0+ #$ +00 70$#)( $# #*+.

W# ')* #)( $# + * +#$ ( 07 (#$% '# #%# .

I+ ( %#$ 8 77 ' + +0 $)+# 0$ > )*+ 7 (#$% '#(.


17/35

!UALITY MEASUREMENT E


18/35

". NATURE OF DEMAND

T # (#$% '#( )$# 7 '+ )+ *, * *)+ $#.

T # 8# )*8 07 (#$% '#( ')* -# )-*0$ ) : ( 88#*(#)(0*) : ( + )+ 0*) & 8# #*8#*+.

T #$#70$#: / # 8#*+ 7 *, + # () #*+ 7#)+ $#( 07(#$% '#( 0*# ')**0+ ,*0$# + # *)+ $# 07 8# )*8.


19/35

NATURE OF DEMAND E ) + +0 ##+ + #8# )*8.


20/35

FEW ADDITIONAL

CHARECTERISTICSI. Services are sold e clusively on the basis of

benefits they offer .

II. Services cannot be made available in advance.

III. !ime utility is critical.

I". Services cannot be transferred.

". A service once consumed cannot be returned.


21/35

C )(( 7 ')+ 0* 07(#$% '#(


22/35

• Pure services A'+ % + #( #$70$ #8 + )+ 80 *0+*' 8# ) +)*, - # $08 '+.

•

#on-good services P#$(0*) $07#(( 0*) (#$% '# 70$) 7##.• E=) # +)= $# )$)+ 0*.• $wned-good services A'+ % + #( + )+ ) +#$: $0%#:

0$ $# ) $ $08 '+( ) $#)8 0/*#8.• E=) # 8$ ' #)* *,: ) )*'# $# ) $ (#$% '#.• %ented good services P$0% 8# ) $08 '+ +0 (# 70$ )

-$ #7 #$ 08 70$ ) 7##. E=) # ')$ #+ ' #)*#$(:0% # $#*+) .

&onsumer services


23/35

C )(( 7 ')+ 0* 0* + # -)( ( 07

*%0 %# #*+ 07 ' (+0 #$• P#0 # $0'#(( *,

•

L#%# 07 *%0 %# #*+ ')* %)$ .

• M)*),#$( (+ + *; )-0 + $0'#((#( 0 + +( * +#$ ( 07/ )+ ) #*( +0 ' (+0 #$( 0$ / )+ -#*#7 +( )$# '$#)+#8.

•

I8#*+ 7 *0* 7 *)*' ) '0(+(: + #: #*+) )*8 ( ')#770$+: 7#)$: )*8 ) * #+'.• E=) # #) + ')$#: -#) + () 00*: 8#*+ (+: ( ): +0 $ ( :

+$)*( 0$+)+ 0*: $#(+) $)*+: 08, *,


24/35


25/35

P0((#(( 0* $0'#(( *,

• W0$; *, +0 tight deadlines +0 $#(+0$# ' (+0 #$@(0((#(( 0*( +0 ,008 /0$; *, 0$8#$.

• P#0 # )$# less physically involved )*8 ( ) : *0$#) *##8 70$ + # +0 #*+#$ + # (#$% '# 07+#*

+#8 +0 $#> #(+ *, + # (#$% '# #= ) * *, + #$0- # 0$ ) *, + # - 0* .

• E, 0(+ 077 '# ' $$ #$: ) *8$ : ATM: /)$# 0 ( *,:)*8(') *,: ,)$8#* *,: 077 '# ' #)* *,: $# ) $ )*8) *+#*)*'#: 7$# , + +$)*( 0$+)+ 0*


26/35

C '; '0* +0 )88 '+ $#


27/35

M#*+) (+ ( $0'#(( *,

• S#$% '#( + )+ *+#$)'+ / + #0 #@( *8.• A* + *, +0 ' *, #0 #@( *8 )( 0/#$ +0

( ) # )++ + 8#( )*8 *7 #*'# -# )% 0 $.• I*70$ )+ 0* -)(#8 '0*+#*+ ')* -# '0*%#$+#8 +0

8 , +) - +(: $#'0$8#8 0$ +$)*(70$ #8 *+0)* 7)'+ $#8 $08 '+( % ?. CD@(: V 8#0@(: / '

')* -# )';#8 )*8 (0 8 ;# )* ( ') $08 '+.• E, #8 ')+ 0* : *#/( : #*+#$+) * #*+ : A8%#$+ ( *,

PR : % 8#0 ,) #(: ( ' '0*'#$+(: -$0)8')(+ *,


28/35


29/35

I*70$ )+ 0* $0'#(( *,

• M0(+ *+)*, - # 70$ 07 (#$% '# 0 + +.• C (+0 #$ *%0 %# #*+ 8#+#$ *#8 0$# - +$)8 + 0*

0$ #$(0*) 8#( $# +0 ##+ 7)'# +0 7)'# )*8 *0+ -+ # *##8( 07 + # 0 #$)+ 0*) $0'#((.

• C (+0 #$ S #$ #)$* #)' 0+ #$@( *##8(:') )- + #( )*8 #$(0*) + #( - #$(0*) ##+ *,(:

0/#%#$ + ( $# )+ 0*( ')* ) (0 -# - 8 ( (+) *#8 0* +$ (+ 0$ +# # 0* ' '0*+)'+.• 7 *)*' ) (#$% '#(: )''0 *+ *, : -)*; *,: I*( $)*'#:

#,) (#$% '#(: : MR: (07+/)$# '0*( + *,


30/35


31/35

C )(( 7 ')+ 0* -)(#8 0* (#$% '#

+)*, - +• Services lin'ed to tangible goods .

I* 0$8#$ +0 #= #$ #*'# + # (#$% '# ' (+0 #$(( 0 8 7 $(+ $' )(# + # $08 '+.

• E, ) +#$)+ 0*(: /)$$)*+ #(


32/35

T)*, - # ,008( *;#8 +0 (#$% '#(

• S#$% '# $0% 8#$ 077#$ +)*, - # ,008( 70$ (#) 0*, / + + # (#$% '#(.

• E,. T #)+#$( 077#$ 38 , )((#( ) 0*, / + 0% #


33/35

C )(( 7 ')+ 0* 0* + # - ( *#((

0$ #*+)+ 0*• #on profit organisation ,0%+ (' 00 ( ) (0' )

(#$% '#.

• &ommercial organi(ation .


34/35

C )(( 7 ')+ 0* 0* + # -)( ( 07

$#> $# #*+ 07 (; )*8 #= #$+ (#• Professional services

• R#> $#( ) (#+ 07 > ) 7 ') 0* (; ()8#> )+# +$) * *, #+'.#, )/ #$: 0+

• #on professional services•

D0 *0+ $#> $# )* (#+ 07 (; ( +$) * *,.• E, 0 (# ;## *,: -)- ( ++ *, #+'


35/35

C )(( 7 ')+ 0* 0* + # -)( ( 07 #*8

(#$• &onsumer services) -#) + ')(# ) $ ')(#• *usiness to business services) )$;#+

$#(#)$' )*8 '0*( +)*'• Industrial services) ))' *# *(+) )+ 0*(

characteristics and classification of services

Documents