UNIQUE CHARACTERISTICS OF SERVICES
There are four commonly cited characteristics of services that makethem different to market from goods: Intangibility, Inseparability, Variabilityand Perishability.
Intangible means that which cannot be seen or touched. Intangibleservices are difficult to sell because they cannot be produced and displayedahead of time. They are therefore harder to communicate to prospectivecustomers.Apart from food & beverages provided by the hotels, all otherofferings such as accommodation, catering etc are intangible & areexperience-oriented, thus its difficult to convince the customer about thequality of these offerings.Marketers of hotel services can overcome this characteristic bystressing tangible cues like brochures, photos etc., that will conveyreassurance and quality to the prospective customers. These tangible cuesrange from the firm's physical facilities to the appearance and demeanor of its staff to the letterhead on its stationery to its logo, recent facts & figuresetc.Ex: Centaur hotel overcomes this factor through its logo – The Centaur (amythical creature who is half man & half horse), with a bow & arrow,signifying speed & focus.McDonalds uses Ronald, the clown to attract children.
This characteristic is interpreted differently by different servicemarketing marketers, but all interpretations point out that special operationsproblems exist for the firm's managers. One interpretation of this term is theinseparability of customers from the service delivery process. In particular,many services require the participation of the customer in the productionprocess.In case of the hotel industry, customer has to be present forexperiencing the services being offered.This factor can be overcome by opening new branches/outlets,facilitating instant communication (through telecom), with the customers incase of any type of information/services needed during the stay in the hoteletc.Ex : Previously Domino’s mostly used to deliver its products to the homes of the customer; but there was no question of
the customers. Thus,