:::Improving the quality of services:::

Relative to the marketing of goods, marketing of services have proved to be problematic to most organizations. This is due to the implications brought about by the unique characteristics of services. Relative to physical goods, the characteristics of services include intangibility, variability, compatibility, and perishability.

1) Intangibility.

Unlike physical goods, services cannot be touched, seen, tasted or felt. Hence, it is harder to evaluate the quality of the service once it has been received than it is to evaluate tangible goods. When dealing with the problem of tangibility,it is important to service providers to ensure that they build good reputation with all its past clients because if that is not the case, it may be very difficult to obtain clients in the future.

2) Variability.

In services delivery, people often play an important role. Due to inconsistent behavior of human beings, the quality of the service is highly dependent upon the people who deliver the service.To deal with the problem of variability, the management can design the processes in such a way that some activities are automated and done by machines rather than human beings,

3) Compatibility.

TIn most services, the delivery of the service hinge on the quality of the interaction between the service provider and the client receiving the service. One of the ways of dealing with the problem of compatibility is to group target customer segments into clusters with similar attributes.

4) A website can showcase your products.

Photographs of all your products can be posted on your website, along with technical details and pricing if necessary. Your readers can roam your virtual warehouse and have a look at the range of products you offer. This will give you an opportunity to impress visitors with the size of your business and your unique offerings.

5) Perishability.

Perishability aspect implies that the production and consumption of services occur simultaneously. Services can not be produced and stored in a warehouse for future consumption. To deal with this problem, service firms can arrange to have booking and reservation systems, thus making it able for the firm to anticipate the demand ahead of time.