The positive responses of the past consumers who have used the service can be given as evidence to the end-user. One can showcase other evidence like clean and friendly environment, modern infrastructure, efficiency, reasonable price, and helpful employees to persuade consumers’ purchasing decisions. The type of evidence to be showcased depends upon the nature of the service. References and personal recommendations of past users play an important role in the business of the service industry. The various online review sites help the end-users in this context. These websites are linked to a particular service and are easily navigable. They include testimonials and feedback from consumers that speak about the service quality. Some services also offer a money-back guarantee which reduces the risks of the end-users.
Basis of Service Intangibility
The bottom line of service intangibility is to provide such evidence of service quality to the end-users to immediately purchase the service. The service provider should make maximum efforts for this purpose whether the consumer is online or physical. The evidence of service quality and the recommendations of past users help the service provider enhance the reputation of its service in a competitive market. It also helps to differentiate the service from similar ones. Suppose the end-user likes the service, chances of repeat business prospects with them increase. This is because consumer will hesitate to try a new service when the existing service meets their requirements.
Business organizations that render services to the general public are called service-oriented organizations. Similarly, services rendered by individuals are called professionals. A service is marketed with the main objective of promoting its value. For example, doctors, dentists, lawyers, web designers, and consultants earn by providing skilled services to the common people. The selling of service is quite different from selling a product. A service is considered as a relationship and estimating its value is an abstract concept. The most common feature of a service is its intangible nature. To make a service competitive, it has to be differentiated from similar services, just as a product is differentiated from other products based on its unique features. In the context of service marketing, intangibility involves the inability of the end-users to assess the value of service in advance. A service cannot be seen and felt before using it, unlike a product. This makes it difficult to evaluate its quality. For example, a patient undergoing surgery cannot see or evaluate its outcome before the surgery is performed. Similarly, while appointing a lawyer to fight a legal case does not provide the outcome until the judgment is passed. To reduce the risks of making a loss by hiring a service, the buyer tries to identify the traits of service quality. They try to conclude about the profitability of the service through these clues in the absence of any physical characteristics. Such clues include place, people, equipment, communication, and price. The service provider should be able to provide evidence of the service quality.
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