Implication for Service Promotion

    The following are some common implications of in-service communication:

    1. Tangible Clues

    Tangible clues are very important for service customers. Goods are material and concrete/real that can be seen, felt, touched, smelled, and tasted before purchase.

    The tangibility factor of goods facilitates the customers’ search and assessment process. For a customer to draw a conclusion there exists substantial tangible evidence about a service.

    The intangible nature of a service does not provide the prospective customer with product-related dimensions.

    To make up for this, the service customer seeks tangible clues or pointers related to the service that enables a pre-purchase selection.

    2. Ownership

    Different from products, services cannot be owned or possessed. They can be either experienced or consumed.

    For example, a student may have access to a seat in a classroom or a person can access a bank, hotel room, or club but that customer cannot physically own or possess the service.

    For some goods, consumption is the obvious powerful intention for purchase.

    For example, customers buying various products like apparel appliances, automobiles, jewelry, houses, etc, are impelled by different levels of motive to exhibit them.

    The requirements of intention for the purchase of services may be similar but not every service can be exhibited in public.

    At this time promotional tools, particularly advertising, must be allotted to fulfill customer stimulus.

    In the case of services, promotion can be aimed at determining the feeling that a service user is perceived as a user even though that user may not have anything to display or show.

    3. Ties with Customer

    Service every time without exception involves establishing relations with the customers.

    Buyers, who are professionals like physicians, dentists, consultants, lawyers, etc., wish to meet the service provider.

    Meeting the service provider in-person results in confidence elevation.

    Service purchases are known for the concept of risk of the unknown; this one-to-one meeting helps reduce the risk of the unknown. With this, the customer can satisfy his/her anxiety about the quality of service that lies ahead.

    4. Word-of-Mouth

    Service purchasers always seek advice from people who have already used the service of the same service provider.

    Usually, services are high on experience qualities which are the characteristics that can be identified by purchase or consumption.

    For example, during a vacation at a resort or stay in a hotel, it is not possible to know these elements or nature beforehand until the time they are actually experienced.

    The customer is likely to be without information and sense high risk without previous knowledge of the service.

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