21.5 Characteristics of Services
Their most important characteristic differentiates services as being processes, not
objects. Services are usually conceived as activities or processes defined by specific
characteristics:
(1) Intangibility
(2) Simultaneity or Inseparability
(3) Heterogeneity
(4) Perishability
(5) Ownership
These are explained in Table 21.2.
Table 21.2 Characteristics of services
Intangibility
A service is not an object, nor has physical dimensions, but may possess
physical characteristics representing the service being provided.
Simultaneity or
Inseparability
A service is created and used in real time concurrently with the supplier
and the user/consumer (service encounter) collaborating during the process. All service encounters require:
(1) Time to wait : time spent in queueing or delays in the procedure
(2) Personal interaction: between suppliers and customers or others
(3) Perception and expectation: of service quality and adequacy.
It is possible to conceive of service encounters with five dimensions:
(a) Time: length of the meeting (long/short)
(b) Physical proximity: contact closeness (direct/remote)
(c) Participation: client engagement in the service system (high/low)
(d) Engagement: emotional affection to the service required (high/low)
(e) Customization: the extent of service customization for the user (high/
low).
Heterogeneity
Service encounters are likely to vary in service delivery due to different
employees, meeting time, or different circumstances, thereby entailing
broad concerns for the operational side of supply of services:
(1) Service staff: service delivery and client satisfaction are heavily
dependent on the activities and conduct of front-line staff members.
Service employees should thus be able to achieve or provide the services.
They require training to achieve the service standards and be ready or
allowed to fulfill those demands.
(2) Service standards: create and safeguard quality control, manage
service encounters more effectively, in particular, equity of service
delivery.
Perishability
Unlike physical products, services cannot be stored, thus entailing some
clear concerns for service suppliers and clients:
(1) Service suppliers need to synchronize supply with demand (manage
or schedule service capacity)
(2) the time of required service use may be critical for clients. This may
affect the quality of the service supplied.
Ownership
Customers do not usually own them, but only have temporary access to
the services, or may obtain ownership of service elements for (1) services
which demonstrate tangible items (2) service benefits rather than the
service itself.
21.5 Characteristics of Services
605
Their most important characteristic differentiates services as being processes, not
objects. Services are usually conceived as activities or processes defined by specific
characteristics:
(1) Intangibility
(2) Simultaneity or Inseparability
(3) Heterogeneity
(4) Perishability
(5) Ownership
These are explained in Table 21.2.
Table 21.2 Characteristics of services
Intangibility
A service is not an object, nor has physical dimensions, but may possess
physical characteristics representing the service being provided.
Simultaneity or
Inseparability
A service is created and used in real time concurrently with the supplier
and the user/consumer (service encounter) collaborating during the process. All service encounters require:
(1) Time to wait : time spent in queueing or delays in the procedure
(2) Personal interaction: between suppliers and customers or others
(3) Perception and expectation: of service quality and adequacy.
It is possible to conceive of service encounters with five dimensions:
(a) Time: length of the meeting (long/short)
(b) Physical proximity: contact closeness (direct/remote)
(c) Participation: client engagement in the service system (high/low)
(d) Engagement: emotional affection to the service required (high/low)
(e) Customization: the extent of service customization for the user (high/
low).
Heterogeneity
Service encounters are likely to vary in service delivery due to different
employees, meeting time, or different circumstances, thereby entailing
broad concerns for the operational side of supply of services:
(1) Service staff: service delivery and client satisfaction are heavily
dependent on the activities and conduct of front-line staff members.
Service employees should thus be able to achieve or provide the services.
They require training to achieve the service standards and be ready or
allowed to fulfill those demands.
(2) Service standards: create and safeguard quality control, manage
service encounters more effectively, in particular, equity of service
delivery.
Perishability
Unlike physical products, services cannot be stored, thus entailing some
clear concerns for service suppliers and clients:
(1) Service suppliers need to synchronize supply with demand (manage
or schedule service capacity)
(2) the time of required service use may be critical for clients. This may
affect the quality of the service supplied.
Ownership
Customers do not usually own them, but only have temporary access to
the services, or may obtain ownership of service elements for (1) services
which demonstrate tangible items (2) service benefits rather than the
service itself.
21.5 Characteristics of Services
605