given in a hospital to different persons on different occasions cannotsimilar. Consumers of services are aware of this variability and bytheir interaction with other consumers they also get influenced orinfluence others in the selection of service provider.
The services are heterogeneous across time, organizations, andpeople ensuring consistent service is fully controlled by the servicesupplier; such as the ability of the consumer to articulate his or herneeds, the ability and willingness of personnel to satisfy thoseneeds, the presence (or absence) of other customers, and the levelof demand for the services.
4. Perishability and Fluctuating Demand
Perishability refers to the fact that a seat in an airplane or in arestaurant, an hour of a lawyer’s time, or telephone line capacitynot used cannot be reclaimed and used or resold at a later time. This is in contrast to goods that can be in inventory or resoldanother day, or even returned if the consumer is unhappy.Marketing ImplicationsA primary issue that marketers face in relation to serviceperishability is the inability to inventory. Demand forecasting andcreative planning for capacity utilization is therefore important inchallenging the decision areas. The fact that services cannottypically be returned or resold also implies a need for strongrecovery strategies when things do go wrong. For example, while abad haircut cannot be returned, the hairdresser can and shouldhave strategies for recovering the customer’s goodwill if and whensuch a problem occurs.
1b. Discuss briefly the significance of process and physicalevidence in services marketing.Answer: Process
The process by which the service is created and delivered to thecustomer is critical to the service operations as customer oftenperceive the service delivery system as part of the service itself.Process means all work activities. Process involve the procedures,tasks schedules, mechanisms, activities and routines by which aproduct or service is delivered to the customer. It involves policydecisions about customer involvement and employee discretion.MK0006 – Services Marketing and Customer RelationshipManagement - 3 -