1
Q
What are services?
A
- Activities, performances or benefits that provide value and are offered for sale, but which involve neither an exchange of tangible goods nor a transfer of title
2
Q
What are the qualities that help classify products (goods & services)?
A
- Search Qualities → Qualities that can be objectively evaluated prior to purchase
- Experience Qualities → Qualities that are mostly likely to be evaluated during and after service delivery
- Credence qualities → Qualities that cannot even be assessed after the service has been consumed
3
Q
What are the unique characteristics of services?
A
- Intangibility → the characteristic of lacking physical form
- Inseparability → the characteristic of being produced and consumed simultaneously
- Heterogeneity → Inevitable, but minimisable, variations in quality in the delivery of a service product
- Perishability → the inability to store services for use at a later date
4
Q
What are the service components of the extended marketing mix?
A
- People → any person coming into contact with customers, who can affect value for customers
- Process → the systems used to create, communicate, delivery and exchange an offering
- Physical evidence → tangible cues that can be used as a means to evaluate service quality prior to purchase
