5.12 : 服务营销 1

Services such as banking or healthcare are intangible economic activities that businesses offer consumers.

Four distinct characteristics differentiate services from products. These are intangibility, inseparability, heterogeneity, and perishability.

Intangibility means services, unlike products, cannot be seen, touched, or felt before purchase. For instance, a healthcare service can only be assessed after it is bought, whereas a car can be evaluated before purchasing.

Heterogeneity or variability indicates that services can differ each time due to variations in service provider skills or circumstances.

The service experienced during each visit to a spa may vary based on staff interactions and customer requirements. Purchasing a branded shoe provides consistent quality with every purchase.

Inseparability indicates that services require simultaneous production and consumption. Haircuts require both the stylist's and the customer's presence, unlike products that do not require customer presence during production.

Lastly, Perishability signifies that services cannot be stored for future use. An unsold concert ticket loses value after the event, whereas products like apparel or gadgets can be stored without immediate degradation.