Service is any act, performance or experience that one party can offer to another and that is essentially intangible, and does not result in ownership of anything. Its production may or may not be tie to a physical product (lovelock,Patterson & Wirtz, 2011). Services are processes that provide time, place, form, problem solving or experiential value to receiver (lovelock,Patterson et. Al, 2011). No matter how good a service is, it will always vary not only in terms of variability but also in terms of consumer’s expectation. The better the quality of a firm and its product, the more expectation will be there for its service.
As a part of this application, the service example I can closely look myself providing is Retail customer service. In this service, one needs to develop customer friendly policies and learn how to personalize the shop’s customer service as to alter it according to customer’s expectations. Being able to provide customer with a solution to what product will suit them according to their needs, providing them after sales services is the main essence in this particular service.
Tangibility is the degree to which a product or a service can provide a clear and a concrete Image (McDougall, G. H. G., & Snetsinger, D. W., 1990). As services are actions, performance or experiences rather than objects, they cannot be seen, felt, tasted or touched the way we can see tan goods which makes them intangible in nature.
As a consumer, it would be more difficult for me to gasp the idea that is physically intangible, such as a service, than a product that has a physical presence. Because of its intangibility, There would be more uncertainty in my mind of what is been offered which can create anxiety in a customer’s mind (Charlene Pleger Bebko, 2000). Such Anxiety can result in negative attitude towards a product. As at the end of the day even when we spend a lot of money on services, we come back with an empty basket.
Another reason that makes intangibility impactful is that it makes products difficult to evaluate before purchase and in some case even after purchase. Sense while buying a service we are not getting a physical product so it makes it very hard to compare it from another product in this case service, thus the only way to evaluate the service is through my past experience and expectations i.e. the more we pay for the service the better we expect it to be.
Service inseparability refers to high degree of customer involvement needed to make a successful service exchange. (Ghobadian et al., 1994; Hartman and Lindgren, 1993;Zeithaml et al., 1985). There is interdependence between the service provider and the customers. In a salon, a hair stylist relies on the customer for describing the style they need.
As the services provider is the service itself, As a consumer we must understand there could be a possibility that the service expectation which we have could sometimes not meet the service provider’s skills.
One of the major...