![]() The pricing of services are usually determined on the basis of demand and competition. Quality of services cannot be standardized. Demand for tourism is seasonal, other services such as demand for public transport, cricket field and golf courses have fluctuations in demand. The demand for services has wide fluctuations and may be seasonal. As services are activities performed for simultaneous consumption, they perish unless consumed. Similarly, empty rooms in five-star hotels and credits not utilized are examples of services leading to economic losses. For example, spare seats in an aeroplane cannot be transferred to the next flight. If services are not used today, it is lost forever. ![]() Unused capacity cannot be stored for future use. Services have a high degree of perishability. The quality of services offered by firms can never be standardized. It is important to minimize the differences in performance (through training, standard setting and quality assurance). People (or even by the same person at different times). There is a strong possibility that the same enquiry would be answered slightly differently by different Services involve people, and people are all different. create and offer services at the same time. The service is being produced at the same time that the client is receiving it for example, during an online search or a legal consultation. Services are created and consumed simultaneously. Personal services cannot be separated from the individual. For example, banks promote the sale of credit cards by emphasizing the conveniences and advantages derived from possessing a credit card. The service cannot be touched or viewed, so it is difficult for clients to tell in advance what they will be getting. Features of ServicesĪ physical product is visible and concrete. Berry states, ‘while a product is an object, devise or physical thing, a service is a deed, performance, or an effort’. The American Marketing Association, defines services as activities, benefits, or satisfactions that are offered for sale or provided with sale of goods to the customer, that is, pre-sale and after-sales services. Most activities by the government agencies and non-profit organizations involves services. Service organizations can be of any size from huge global corporations to local small businesses. Jobs range from high-paid professionals and technicians to minimum-wage positions. In developed economies, employment is dominated by service jobs and most new job growth comes from services. In most countries, services add more economic value than agriculture, raw materials and manufacturing combined. Marketing services is different from marketing goods because of the unique characteristics of services namely, intangibility, heterogeneity, perishability and inseparability. With the increasing prominence of services in the global economy, service marketing has become a subject that needs to be studied separately. It may be used to market a service or a product. Additionally, the paper discusses the variety within on-demand services and develops an on-demand service continuum that gives detailed insights into the conceptual variations within such services.Service marketing is marketing based on relationship and value. Accordingly, on-demand services are clearly differentiated from other services. Originality/value-Drawing on these findings, the study contributes to the service literature by being the first to specifically conceptualize and define the on-demand services concept and reveal three key characteristics that clarify the distinctive nature of this service type. they vary in terms of their availability, responsiveness and scalability. ![]() Analysis further reveals that on-demand services display differences within the conceptual boundaries of these characteristics, i.e. ![]() Findings-The results show that on-demand services are characterized by three interrelated characteristics: being highly available, responsive and scalable. Seven cases were studied, based on a maximum variation sampling strategy. Design/methodology/approach-The study starts with a focused literature review and continues with a multiple case study methodology, as the on-demand service concept is in the early stages of theory development. This enables the on-demand service logic to be applied to other service contexts, where it may add value for customers. The purpose of this paper is to study the characteristics of a range of on-demand services in order to better understand the meaning of "on-demand" and its implications for service management. Purpose-Technological developments and new customer expectations of immediacy have driven businesses to adopt on-demand service models.
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