According to Kotler, Armstrong (2016) service perishability means that services cannot be stored for later sale or use, which may be considered as a disadvantage to marketers in services industry. Service value exists only at that point of customer transaction and does not exist if a customer is not present.
Production can only take place if the customer is actually present and once consumption begins, it cannot be stopped, interrupted or modified. Taking into consideration the Tourism Industry, A tourism product is the sum of the physical and psychological experience received by tourists during their traveling to the destination. It is the combined product, of the different services like tourist attraction, transport, accommodation and of entertainment that creates the service package for the visitors. These services cannot be inventoried for a long time, therefore production and consumption take place while tourist is available, and hence, it is important for marketers to keep in mind that first impression is the last impression. When a hotel room is not booked by a guest the physical environment does not disappear, however the time have passed causing the opportunity to be lost for profit to be made. With this in mind service establishments have been challenged with running at a loss to cover their …show more content…
Thus, the perception of service by all customers is different which contributes to heterogeneity. Hence we can say service variability mainly arises through interactions. Each interaction with a service is important to maintain the service levels. When service quality varies too much service providers may face situation of losing customers. For instance, a doctor who pays attention to you today will lose your service if he does not give the same attention to you tomorrow you will not trust his service any
Production can only take place if the customer is actually present and once consumption begins, it cannot be stopped, interrupted or modified. Taking into consideration the Tourism Industry, A tourism product is the sum of the physical and psychological experience received by tourists during their traveling to the destination. It is the combined product, of the different services like tourist attraction, transport, accommodation and of entertainment that creates the service package for the visitors. These services cannot be inventoried for a long time, therefore production and consumption take place while tourist is available, and hence, it is important for marketers to keep in mind that first impression is the last impression. When a hotel room is not booked by a guest the physical environment does not disappear, however the time have passed causing the opportunity to be lost for profit to be made. With this in mind service establishments have been challenged with running at a loss to cover their …show more content…
Thus, the perception of service by all customers is different which contributes to heterogeneity. Hence we can say service variability mainly arises through interactions. Each interaction with a service is important to maintain the service levels. When service quality varies too much service providers may face situation of losing customers. For instance, a doctor who pays attention to you today will lose your service if he does not give the same attention to you tomorrow you will not trust his service any