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In fact, service marketing started to develop as a discipline because the marketing mix management paradigm and some of its key models fitted service firms’ customer relations badly. It is quite natural that the seeds of modern relationship marketing first started to grow in service marketing research.The buyer is merely buying the right to a service process (e. Where a service is performed no ownership is transferred from the buyer to the seller. Non-ownership: The inability to ‘own’ a service relates to the characteristics of intangibility and perishability.For example, if a hotel fails to fill all of its rooms on a particular night, these cannot be ‘carried over’ to subsequent nights. Perishability: Services cannot be stored.
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hairdressers) where they must adapt the ‘service production’ to fulfill an individual customer’s needs. This is exaggerated in situations where personnel are providing services on a one-to-one basis (e.
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As the customer is usually involved in the production process of a service at the same time as they consume it, it can be difficult to carry out monitoring and control of the production to ensure consistent standards. These are the amount the production varies from the norm and the extent it needs to be varied to suit the individual customer. Variability: There are two dimensions to variability.
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