![]() ![]() In the case of mediocre service, the service person may not have felt well or perhaps experienced an emotional problem. A guest can receive excellent service one day and mediocre service from the same person the next day. The high degree of contact between the service provider and the guest means that product consistency depends on the service provider’s skills and performance at the time of the exchange. Fluctuating demand makes it difficult to deliver consistent products during periods of peak demand. Services are produced and consumed simultaneously, which limits quality control. There are several causes of service variability. Their quality depends on who provides them and when and where they are provided. The hotel could avoid this problem and improve customer relations by asking guests at arrival time if they would like to make a deposit for anything they might charge, such as in-room movies. Guests obviously become upset about receiving this information. He or she informs guests that they must come to the front desk and pay for the movie before it can be activated. ![]() The clerk must explain that the guest did not establish credit because cash was paid for his or her room. On more than one occasion, the front-desk clerk has been observed answering the phone of an upset guest who claims the movie system does not work. Many of these guests pay in cash or with travelers’ checks because they do not use credit cards. A hotel at the Newark Airport is popular with international tourists who have just arrived from overseas. This means hospitality and travel organizations have to train customers just as they train employees. Customers must understand the menu items in a restaurant so that they get the dish they expect. If her experience was positive, it could be because the restaurant successfully managed these service characteristics.Another implication of inseparability is that customers and employees must understand the service-delivery system because they are co-producing the service. To improve her experience, the restaurant could have provided more detailed menu descriptions, ensured consistent service through staff training, gathered feedback after her meal, and offered a discount for her next visit if she had to wait for a table. Perishability: If Cherry made a reservation but didn't show up, the restaurant would have lost that potential revenue. Variability: Cherry's experience could have been different if she visited at a different time or if a different chef was working. If the waiter was having a bad day, it could have negatively impacted her experience. The quality of service depended on the chef and the waiter. Inseparability: The food was prepared and served at the same time. However, the menu descriptions and photos, as well as the restaurant's ambiance, gave her an idea of what to expect. Intangibility: Cherry couldn't taste the food before ordering. Let's say Cherry visited Copeland's for dinner. They can also manage supply and demand through scheduling and reservation systems. Perishability: To manage perishability, a manager can use pricing strategies, such as discounts during off-peak times, to encourage usage. Variability: To reduce variability, a manager can implement quality control measures and regularly gather customer feedback to identify areas for improvement. Inseparability: To ensure consistency, a manager can invest in staff training and standardize the service delivery process as much as possible. They can also provide tangible cues, such as professional-looking staff or a well-designed website. Intangibility: To overcome this, a manager can focus on creating a strong brand image and reputation. This can impact the pricing and scheduling of services. This means that if a service is not used at the time it is available, it is wasted. Perishability: Services cannot be stored for future use. This can lead to inconsistent customer experiences, which can impact customer satisfaction and loyalty. Variability: Services are highly variable as they depend on who provides them and when and where they are provided. This can impact the consistency of the service, which is a key aspect of marketing. This means that the quality of service can vary depending on who provides it and when it is provided. ![]() Inseparability: Services are produced and consumed simultaneously. For example, customers may rely more on word of mouth or online reviews. This makes it difficult for customers to evaluate the service, which can impact the marketing strategy. Intangibility: Services cannot be physically touched or seen before they are purchased. Impact of Service Characteristics on Marketing Plans ![]()
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