The manager must try to keep his services memorable to his customers each time he provides it. Though there are no direct considerable benefits from intangible services, manager must give priority to this process as it helps him/her to circulate the brand name.
Inseparability of services means the services cannot be separated from the persons or sources that provide them. This feature helps the marketer to maintain a good relationship with his /her customers. Since the services are inseparable from the provider, the manager or his staff should be pleasant and polite enough while providing their services in order to ensure good service experience to the customers.
Variability or heterogeneity of services is another important tool to anchor a firm’s sustainability in market. It means services are variable on the ground of individuality of service providers and service delivery time. The customers always like to get the most efficient and consistent service whenever they require it. Hence, in order to meet customers’ needs, managers have to develop well-organized selection and training programs for their staffs. The marketer can also arrange a ‘customer satisfaction monitoring system’ which would help him/her to assess the effects of the services provided. ‘Peishability of services’ also have considerable significance in the development and execution of marketing plans. Perishability of services means, the service is decayed quickly or cannot be stored as it is intangible. In order to overcome the perishability of services, managers must try to maintain a balance between the demand and supply of their commodities (Fisher, Pride and Miller 32-33).
The characteristics discussed above can be explained with an example of a service experience I have had as a customer. Once I visited a car showroom to get detailed