Variability - Marketing Management

Because service products have high ‘people’ content i.e. a significant human element in their provision, the quality of the service product is potentially more variable than with a physical product. What the service provider must seek to minimize is customers experiencing poor service as a result of people variability. Staff selection and training become very important, as does customer care. We have also indicated some of the implications for the marketer associated with service characteristics. A major implication of these characteristics is the notion of an extended marketing mix for service products, and to which we now return.

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