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Published by Souvik Mukherjee

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Categories:Types, Business/Law
Published by: Souvik Mukherjee on Aug 31, 2012
Copyright:Attribution Non-commercial


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Name of Institution

The Opportunities and Problems in Making Services More Tangible

Presented by – Ayush Hingle Harshal Nikose Souvik Mukherjee M.Kazmi

Name of Institution • It gives rise to all the other I’s. .INTRODUCTION The 4 I’s of service marketing – • INTANGIBILITY • INSEPARABILITY • INVENTORY • INCONSISTANCY • Intangibility affects the evaluation of a service. • Differentiates a service offering from a product offering.

Three major categories are identified – • GOODS • SERVICES • GOODS AND SERVICES BUNDLE A continuum of goods and services can thus be proposed – .The goods-service continuum Name of Institution • The traditional approach is to categorize products and services on the basis of their tangibility/intangibility.

the EDEM difference level.Why to tangibalize? Name of Institution Tangibalization could assist to unify. . or at least to lower.

• Can design the process of service delivery accordingly ensuring satisfaction.Why to tangibalize? Name of Institution Tangibalization helps – • Consumers – regarding what benefits and value additions are to be expected out of the service. consumers form very high and irrelevant expectations from the service which cannot be met by the service providers. – Creates a gap between perceived performance and expected performance leading to dissatisfaction. . – Due to intangibility. • Service providers – can correctly assess what the consumers expect out of the service.

decision analysis and service evaluation. • Influences and modifies customer expectations. • Service delivery and • Service consumption Marketing based tangibalization • Helps to narrow the gap between expected and perceived level of service through marketing efforts.e. Operation and marketing based tangibalization • Attempts to reflect operational tangibalization through marketing efforts. .Approaches towards tangibalization Name of Institution Operation based tangibalization • Attempts to tangibalize the service firm’s operational activities • Carried on during the time of service encountered i.

An example Name of Institution .

Approaches to MBT Name of Institution • Quantization – Represented services with Quantitative cues. • Ranking – Service provider’s comparative position. • Substantialization – Presenting a concrete but abstract image of the service. • Information transfer – • Frequency of advertising • Sales presentations and visits made by the sales force. • Word of mouth – Creation of referral networks propagating the benefits of a service. • Factualization – Services are illustrated by statements. . illustrations and representations. • Frequency of provider-client network.

Opportunities Name of Institution • Adding tangibility eases up evaluation of service quality. • Advertising efforts help consumers to form a mental image of the service whose core lacks a physical reality. • Evaluation of SERQUAL becomes more effective. • Helps to reduce the risk perceived by consumers regarding a service • Helps consumers in forming correct expectations about a service. . • Consumers evaluate quality by • Tangibility • Responsiveness • Reliability • Assurance • Empathy • Communication of intangible benefits is a challenging task.

. • Discrepancies between expected and perceived performance can be reduced hence increasing profitability.Opportunities Name of Institution • Service providers can better assess customer expectations and can design the service delivery effectively.

.Problems Name of Institution • OBT can only satisfy existing customers while neglecting potential customers. • Firms need to OBT and MBT both simultaneously to bring about effective tangibalization. • It helps to evaluate services that have already been consumed.

. • Promote service reliability. • This is an important step to reduce service intangibility.Managerial implications Name of Institution • Service providers must – • Specify the service being delivered. • Design the service delivery such that it becomes experiancible for the consumer. • Services must be standardized without compromising customization potential. • Understand customers expectations of the level of service. • Focus on communicating implicit service promises. • Determine precisely where the service lies in the continuum to effectively assess the degree of tangibility and intangibility.

Name of Institution THANK YOU .

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