Page 21 - MARKETING & PUBLIC RELATIONS EBOOK IC88

 A service is rendered by a person to another person. Both of them have to be
present at the same time and place for a service to happen. There is no gap either in
time or space between the production and the consumption of the service.
 The satisfaction while attending a musical show or a beauty contest, depend on the
closeness with which one is able to witness the varios details of the happenings and
the clarity with which one is able to hear what is going on.
 Educaton takes place in the interaction of the teacher and the student. Both
teaching and learning happen together.
 A service cannot be manufactured somewhere and transported to be delivered to
the consumer at another place and hour.
 The customer has to purchase the service, before it is even produced. When one
engages a consultant, the purchase is made.
 Goods, after manufacture, are inspected for quantity before being sent out into the
market for sale to connsumers.

D. Heterogeneity
 Because of the factor of inseperability, it is not possible to produce a service in
advandce, according to specified standards.
 The implication of this characteristic of homogeneity is that standardisation of
services is difficult.
 Each customer entering an outlet for providing service requires a different kind of
service.
 A good service organisation may provide elaborate training to its staff on the ways
in which they should try to service. But all the variations in the requirements of the
consumers cannot be anticipated and taken care of.
 Experience service organisation may have clear standards of operating procedures.
Yet they may not gurantee the same standard while services are rendered.
 The experience of a service is influenced by others present at the same time.
 One of the major issues every management of service faces is the effectiveness of
the prescribed routines in ensuring consistent quality of service.

E. Perishability
 A service perishes it it is not used. Goods which are manufactured also perish if they
are not used.
 In the case of services there is nothing to be thrown away as services are tangible.
What perishes is the expense incurred in arranging to deliver that service.
 An advertisement does not exist till it is seen and read. The advertisement is as good
as or bad as the impact it has on the reader.
 The ability to carry stocks, gives the manufacturer of goods, some level of stability in
operations, despite fluctuations in demand.

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