Services marketing are based on relationship and value. It can be used to service a market or product. Apart from the usual 4 ‘p’ – people, place, promotion & price, services marketing mix added an additional 3 more ‘p’ - people, physical environment, process. In Services marketing,
The buyer purchases are intangible
The service may be based on the reputation of a single person
it's more difficult to compare the quality of similar services
The buyer cannot return the service
There are 4 different types of services characteristic namely
Intangible - the service cannot be touched or viewed, so it is difficult for clients to tell in advance what they will be getting;
Inseparability - the service is being produced at the same time that the client is receiving ...view middle of the document...
Firstly, since this service is intangible, the clients are unsure about what they will be getting or the benefit when they send their cars for cars wash services. Secondly, the cars wash services is being established at the same time and the client is also receiving the car wash services at the same time which the client sometime may not feel that they are paying for the services. Thirdly, the cars wash services workers may answer to clients enquire differently or even the same worker may answer to their client enquiry differently at different time. Lastly, perishability mean in our cars wash services is that when the cars wash services is having a free time, it cannot be saved up and used it when there is a busy period with lots of clients.
4. In order to overcome the challenges, ensuring that the physical manifestations of the service (the people running it, the appearance of the shop, etc) indicate the quality of the service. The people running the service are more likely to inspire confidence in the service if they are responsive, reliable, courteous, and competent. If the cars wash company website looks shabby and disorganized, it is difficult to navigate with broken links, and then users may assume that the services provided by the centre are useless. The problem of perishibility is sometimes overcome by pricing strategies or other incentives to use the service at 'unpopular' times such as promise the client that their cars will be wash & ready in 15mins time. Variability can be overcome by sending the workers for training, setting a standard set of services drill when dealing with customers and quality assurance. The challenges can be overcome by consistently maintain a good services and then the client will then be convinced of our services provided. Bluffers can discuss the fine point of whether a specific problem is caused by heterogeneity or by inseparability of production and consumption. This may help you avoid actually having to solve the problem.