Meaning of Services¶
Services are multifaceted and integral components of today's economy, characterized by their distinct attributes and their ability to meet various needs and desires. Here's a concise exploration of the essence of services:
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Definition by the American Marketing Association (AMA): The AMA defines services as "activities, benefits, or satisfactions offered for sale or provided with the sale of goods to the customer." This emphasizes that services can encompass both pre-sale and post-sale experiences.
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Nature of Services: Services are inherently intangible and often involve actions, interactions, or processes performed to fulfill specific requirements. Unlike physical goods, services are delivered through deeds, acts, or performances.
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Continuum from Pure Service to Tangible Goods:
- Pure Service Goods: Services in their most unadulterated form, devoid of direct ties to tangible products. For instance, babysitting involves a service provider offering care and supervision.
- A Major Service through Tangible Goods: Tangible goods play a significant role in delivering a service. Hotels provide accommodations (service) facilitated by tangible assets like rooms and furnishings.
- A Major Goods with Service: Some products include an associated service component, often as after-sales support or maintenance contracts. Copiers with maintenance agreements are an example.
- Pure Tangible Goods: Physical products with no inherent service component, such as books, soap, and toothpaste. However, it's increasingly uncommon to find pure tangible goods as businesses enhance customer experiences with associated services.
Services are vital contributors to modern economies, driving value creation, customer satisfaction, and business prosperity. They span a diverse spectrum, encompassing personal services like healthcare and education, hospitality, customer support, and more. Understanding the nature of services is essential for businesses to deliver exceptional customer experiences and adapt to evolving consumer demands.
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