Sign In

14.5 : Categories of Services

Understanding how services can be categorized is crucial for businesses, as it can help them manage and market their offerings more effectively. Beyond the fundamental distinction between people-based and equipment-based services, which focuses on the delivery method, services are also classified based on how they process people, possessions, or information. This understanding can guide businesses' service design, customer interaction strategies, and resource allocation. For example, equipment-based services include manufacturing or IT support, where technology is crucial in delivery and efficiency.

People-processing services require the customer's presence and involve direct actions performed on them, such as medical check-ups or personal training. These services emphasize customer experience and interpersonal skills, with the quality of interaction being a critical factor.

Possession-processing services involve working on the customer's belongings without requiring their physical presence. Examples include car maintenance and appliance repairs, where the provider's technical skills and equipment condition are crucial to service quality and customer satisfaction.

Mental-stimulus processing services engage the customer's mind, often through entertainment, learning, or emotional support. Unlike people-processing services, mental-stimulus processing services, such as virtual workshops and online counseling, can often be accessed remotely, providing flexibility and convenience.

Information-processing services focus on managing customer data or financial transactions, such as bookkeeping or digital marketing analytics. These services rely on technology to ensure data accuracy and security, requiring businesses to prioritize data integrity and confidentiality to maintain trust and comply with regulations.

From Chapter 14:

article

Now Playing

14.5 : Categories of Services

Services Marketing

15 Views

article

14.1 : Defining Services

Services Marketing

29 Views

article

14.2 : Evolution of Services Marketing

Services Marketing

45 Views

article

14.3 : Overview of Services Industry

Services Marketing

14 Views

article

14.4 : Service Products versus Customer Service and After-sales Service

Services Marketing

15 Views

article

14.6 : Service Quality

Services Marketing

18 Views

article

14.7 : Service Gap Model

Services Marketing

21 Views

article

14.8 : Service Consumption

Services Marketing

17 Views

article

14.9 : Customer Expectations and Factors Influencing It

Services Marketing

22 Views

article

14.10 : Creating Service Experience

Services Marketing

18 Views

article

14.11 : Service Delivery

Services Marketing

27 Views

article

14.12 : Pricing Strategy

Services Marketing

23 Views

article

14.13 : Service Communications Model

Services Marketing

14 Views

article

14.14 : Service Delivery Process

Services Marketing

27 Views

article

14.15 : Service Environments

Services Marketing

26 Views

See More

JoVE Logo

Privacy

Terms of Use

Policies

Research

Education

ABOUT JoVE

Copyright © 2025 MyJoVE Corporation. All rights reserved