Professional Documents
Culture Documents
Tangibilizing The Intangible
Tangibilizing The Intangible
SERVICES
Any act of performance that one partly can offer another that is essentially intangible and does not result in the ownership of anything;
SERVICE MIX
Pure tangible goods Good accompanying services Hybrid
Characteristics of services
Intangibility Cant see/touch/feel Inseparability Production/distribution / consumption simultaneous
Heterogeneity
variation in quality/ time consumed/extent of service
Perishability
Cant be stored
Therefore, challenges
Intangibility
Inconsistency
Services
Inventory
Inseparability
SERVICE CHARACTERISTICSINTANGIBILITY
Manage the evidence and tangibilize the intangible Create physical image of service offer and add physical evidence.
Intangibility
Marketing Implications - No patent - No ready display - Communications problem - Pricing difficulty Strategies -Tangible clues- place / people / equipment / symbols - Personal sources - Word of mouth - Image / branding
PROBLEMS OF INTANGIBILITY
AbstractnessE.g.- abstract concepts such as financial security, expert advice or safe transportation. GeneralityE.g.- airline seats, flight attendants, cabin service. NonsearchabilityE.g.- physical attributes, such as the appearance of a health club and equipment installed, can be checked in advance but the not the experience of working with a trainer
Brochures
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