PART III Marketing Services
Services are different from products. In services, there is an inevitable accompaniment of intangibles. (A pure product is tangible.) This leads to a distinct set of challenges in managing services. The other important related issue is that of ‘people’. We do not know who made the packed product in a retail shelf. We probably do not care. But who delivers the service can make a difference to the service. The customer is as much worried about the service provider as s/he is about the service itself. This brings in people related challenges. A detailed discussion on the different dimensions of managing a service follows in the chapter. They are discussed under four headings namely: (1) Basics, (2) Customer, (3) Pricing, ...
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