![]() But at the end of the day if your goal is to inspire action, attendees need something more. If gaining affinity is the only objective, a few A-list speakers and cool activations might do the trick. ![]() If you don’t know why they should care, then you cannot expect them to react. “Why should attendees care about attending this event?” Sustainability starts with one very important question. You might not think the definition of perishable can possibly describe a corporate event but think of it in these terms: something perishable is likely to rot or decay because the core of the event lacks sustenance and nourishment to keep the energy alive. General Session seats are filled early, and facilitated networking events are as well-attended as impromptu groups forming in hotel lobby bars. On the supply side, part-time employees can be hired to cater to peak demand.A sustainable event is one in which attendees remain connected to the organizer, sponsors and fellow conference-goers from the opening reception to closing remarks. Service providers can several steps to make better demand-supply adjustments.ĭifferent prices can be charged at different times on the demand side, which will shift some demand from peak periods to off-peak periods. In the case of steady demand, perishability is not a problem.īut where demand fluctuates, service providers face adjustment problems.įor example, public transportation companies have to own much more equipment then they would as demand is not ever throughout the day. The perishability of services has important implications for service providers. A ticket for the evening show of a movie can not be used for watching the night show. Services are perishable, which means that services can not be stored for later sale or use. Perishability – Services Cannot Be Stored. Customer satisfaction can be checked regularly through suggestion and complaint systems, customer surveys, and comparison shopping. Employee incentives can be introduced that emphasize service quality. Employees can be selected and trained carefully to provide good service. Service variability can be managed in several ways. Even the quality of a single Sheraton employee’s service varies according to his or her energy and the state of mind at the time of each customer dealing. One employee may be cheerful and efficient within a particular Sheraton hotel, while another may be unpleasant and slower. Variability is another important characteristic of services, which means that their quality may vary greatly, depending on who provides them and when, where, and how they are provided.įor example, the Sheraton hotel has a reputation for providing better service than others. ![]() Variability – Service Quality Never Stay The Same. ![]() The result of services is affected by both the provider and the customer. It means that services are generated and consumed simultaneously and can not be separated from their providers, whether they are people or machines.Īs the customer remains present as the service is produced, provider customer interaction is important in services marketing. Inseparability is a major characteristic of services. Inseparability – Services Are Generated and Consumed Together. It is pricing for various services should be kept simple and clear. The bank should choose a name and symbol for its service that suggest speed and efficiency. ![]() The bank’s ads and other communications should suggest efficiency, with clean and simple designs and carefully chosen words and photos that communicate the bank’s positioning. The equipment – computers, copy machines, desks – should look modern. The bank’s staff should be busy and properly dressed. The bank’s physical setting must suggest quick and efficient service: Its exterior and interior should have clear lines internal traffic flow should be planned carefully waiting for lines should seem short at teller windows and ATMs, and background music should be light and upbeat. It must make this positioning strategy tangible in every aspect of customer contact. The place, price, equipment, and communication material must indicate the service quality as claimed by the service provider.Ĭonsider a bank that wants to convey the idea that its service is quick and efficient. It means that services can not be seen, tasted, felt, heard, or smelled before they are bought.įor example, an airline passenger has only a ticket and the promise of a safe and comfortable journey.Īs the buyers are interested in service quality, the service provider must add tangible dimensions. Intangibility – Services Cannot Be Felt Before Buying. Let’s discuss the 4 characteristics of the service. ![]()
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