1. What is the nature of services ?

Designing and managing services

Service industry include the following sectors

Governmental Sector

Private nonprofit sector

Business sector

Manufacturing sector

Service Mix Categories

1. Pure tangible good : No Services

Like simple products

2. Tangible good with accompanying services

Like automobiles and their servicing

3. Hybrid: equal parts service and goods

Like food of restaurant

4. Major service with accompanying minor goods and services

Like airplane with services

5. Pure Service (Simply intangible)

Like massage, etc.

Characteristics

•Intangibility

•Inseparability

•Variability

•Perishability

Characteristics

•Intangibility

•Inseparability

•Variability

•Perishability

Cannot be touched, seen, tasted, heard, or smelled before

purchase

Characteristics

•Intangibility

•Inseparability

•Variability

•Perishability

Services are produced and

consumed at the same time

Characteristics

•Intangibility

•Inseparability

•Variability

•Perishability

Service providers vary with respect to

attitudes, skills, mood, etc. Even the same provider may

give different service on a different day.

Characteristics

•Intangibility

•Inseparability

•Variability

•Perishability

Services can not be inventoried or

otherwise stored

Recap

• Services include various sectors

• We have discussed different categories to the services • We have seen the characteristics of Services

References

• http://portadelmar.com/wp-content/uploads/2014/02/head-massage.jpg

• http://images.vcpost.com/data/images/full/264/a-man-carries-a-tray-of-food.jpg

• http://4.bp.blogspot.com/A5zhRWAa5lw/TQaiTDLOuHI/AAAAAAAAAAQ.jpg

Disclaimer

These slides were created by Piyush Panchal, IIT Kanpur, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow