Page 70 - DMGT522_SERVICES MANAGEMENT

Unit 3: Nature/Characteristics of Services

Notes
Figure 3.1: Service Characteristics

Source: http://nceffacilityops.com/wpimages/wp9108a739.jpg

3.2.1 Intangibility

How can a marketer overcome the drawback of intangibility? Fortunately for him, there are
ways and means to overcome this particular unique characteristic of the service industry. The
marketer will remember that intangibility prevents the consumer from having the benefit of
the touch, see and feel factor. This makes it difficult for him to comprehend the enormity of the
service offer. Thus, the entire strategy should be based on communication, persuasion and
tangibilisation. These are the ways in which intangibility can be overcome:

Visualisation
Association

Physical Representation
Documentation, facts and figures
These are explained below:
Visualisation

The marketer should find ways and means to help the customer visualise the transaction process
and the service transaction benefits of consuming the service product. Pictures, films, etc. should
be used evocatively.
The following examples serve to illustrate the pint:

Example: Mauritius Tourism Promotion Board uses beautiful photographs of the Indian
Ocean Island to convey the terrific enjoyment that lies in store for tourists. Mauritius is like a
pearl surrounded by an emerald green sea. Recall their effective advertisement line “1% land
99% fun” and the accompanying visual of the vistas of Mauritius. In the sixties, the state
government of Jammu and Kashmir used sections of the Rajendra Kumar starrer Arzoo for their
tourism promotion. So beautiful was the visualisation of verdant Kashmir that it successfully
conveyed the promise of tourism in the state. Junglee, starring Shammi Kapoor and Saira Bano
did the same for a snowy Kashmir. Kashmir ki kali was a showcase for the beauty of the state, as
represented by the charm of a very youthful and appealing Sharmila Tagore. Between them, the
three films succeeded in positioning Kashmir, in the minds of tourists, as the ultimate getaway.

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