TYBMS - SEM V - SSMCompiled by Kripa Kalro2
Strategies to deal with intangibility
it promotes the tangible element of a service. For example, a hoteldepicts the benefits of dining at its restaurant with its ads, which shows beautifulinteriors, well laid facilities, etc.
Association- while promoting the hotel, the service is associated with a tangible
person, object or place. For example: Mc Donald‟s has associated itself with
Ronald, the clown in order to appeal to children.
services when represented by some physicalrepresentation help in building the trust of the customers for example: restaurantsdress their service providers in uniforms to emphasize visibility, reliability andcleanliness, attractive menu cards also help.
Documentation- documentation is sued by service providers to tangibilise theirintangibles. Hotel orchid advertises the awards received by it in the recent pastand emphasis its hotel as an environmentally sensitive hotel.
Branding- also adds tangibility to intangibles. Brand help in differentiating theservice from that of its competitors in terms of name, logo, mascot and otheridentifying features and forms an important component of the communication mix
: The services performed in the hotel industry are largely dominated byrelationship management- that is performed by individuals. Since no human is perfect, itis difficult to standardize the quality of the human effort in this industry. The fact thatservice quality is difficult to control compounds the marketer's task. Services areperformances, often involving the cooperation and skill of several individuals, and aretherefore unlikely to be same every time. The only solution to this problem is to design
services to be as uniform as possible. Mc Donald‟s
largest fast food chain isrenowned to standardize the quality of its service by making the whole process asstandardized as possible. This is supplemented by training personnel to follow closelydefined procedures, or by automating as many aspects of the services as possible. Theappeal of some service personnel - particularly, the hotel industry- lies in theirspontaneity and flexibility to address individual customer needs. The service providermust find ways to reduce the perceived risk due to variability - one method is to designservices to be as uniform as possible
by training personnel to follow closely definedprocedures, or by automating as many aspects of the services as possible. The hotel
industry‟s ability lies in their spontaneity and flexibility to
address individual customerneeds. The danger with too much standardization is that of loosing customization andhence reducing much of their appeal. A second way to deal with perceived risk fromvariability is to provide satisfaction guarantees or other assurances that the customer willnot be stuck with a bad result.
Many services require the participation of the customer in theproduction process. Unlike goods, which are often produced in a location far from thecustomer and totally under the control of the manufacturing firm, service productionoften requires the presence and active participation of the customer - and of othercustomers. Depending upon the skill, attitude, and cooperation and so on that customersbring to the service encounter, the results can be good or bad, but in any event are hard tostandardize.
In hotel industry, the customer has to go to the service provider in order to