Page 84 - DMGT522_SERVICES MANAGEMENT

Unit 3: Nature/Characteristics of Services

3. Video conferencing: Inseparability can be overcome by the service expert giving instructions Notes
through video and satellite conferencing. Thus it is now very common to have a complicated
surgery not only videotaped for reference and replay but also broadcast to medical colleges
near and far. Expert opinions in medical and legal matters are sought and received through
video and satellite equipment. Teaching, business conference, intra-company meetings
across world-wide branches and economic leaders’ conclaves are taking advantage of this
technology to overcome inseparability.

4. Robotics: Many intricate surgeries are now carried out with the help of robots. In developed
countries like UK and USA, surgery can even be performed by robots guided by signals
sent by a surgeon located hundreds of miles away, who is operating controls and viewing
the operation on a monitor.

Task Elaborate the nature of services.

3.2.5 Customer Participation

The production quality of the service greatly depends upon the ability, skill and performance of
the employee as well as the ability and performance of the customer. In the service interaction,
although the employee and the customers are not equal part of production, the role of the
customer cannot be overemphasised. Service firms should make the customers aware of the
service package a production process through proper communication media. They should take
necessary steps to train customers, if necessary, to provide quality experience of the service.
Perfection from the organisation’s side in service production cannot ensure positive results
unless the consumers are involved with the process. Therefore, specific and special orientation
to different groups of customers is necessary. Customisation is one of the key strategies the
service firms adopt to ensure efficient and effective participation of customers. Customer
participation is active in services such as medical treatment, hairdressing, health clubs, colleges
and beauty care centres.

Did u know? Customisation is one of the key strategies the service firms adopt to ensure
efficient and effective participation of customers.

3.2.6 No Ownership

Service consumers will have experience but not ownership. Since the services are intangible and
perishable, the question of ownership doesn’t arise. But this characteristic will add to the problems
of the service marketer. Convincing the customer with tangible goods on which he will have
ownership through transfer of title is much easier than selling in experience where nothing
remains after consumption, except the memory of it. Customer dissonance would be higher in
the cases of services than of goods.

Due to the above mentioned characteristics of services, service providers face varied problems
and challenges in marketing, when compared to producers of goods. The six service characteristics
create additional and more complex challenges to the marketers. Service organisations need to
develop a distinctive and comprehensive marketing strategy keeping in view of the new
challenges to achieve organisational goals. One of the highly rated marketing strategies for
service organisations is service triangle. Let us understand this strategic approach.

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