《服务品牌》服务的特性（Features of service brand services）.docVIP

《服务品牌》服务的特性（Features of service brand services） Series of topics: Service brand There are many characteristics of service in respect of tangible products: 1, non - aware, the service itself is unpredictable. That is, before buying, the service is invisible, out of taste, out of touch, out of reach. For example, one cannot foresee the outcome of a higher education before; the train passenger has nothing except a train ticket and a guarantee to reach the destination safely. In order to reduce uncertainty, consumers are required to have the quality of service symbols and guarantees. They can foresee the quality of service from the location, personnel, equipment, communication materials, prices and so on. Therefore, the service providers task is to take some measures to make the service visible. When the product marketer tries to increase the invisibility of tangible products, service marketers should try to increase their perception of intangible services. Try to bank as an example, it wants to put its transfer service is fast and effective ideas to customers, it is necessary that the localization strategy has become a tangible product in all contact with customers, the bank within the equipment placement must have fast and effective service implications: internal and external must be clean and tidy, internal processes should be carefully planning. The queue should be short, brisk to background music. The bank clerk must be busy, and clothing to be neat, computer, copier, counters and other equipment will be quite modern, and its advertising and other communication channels to have efficiency, design should be clear and simple, words and pictures should be carefully chosen to convey the banks position. Banks can also name their services with specific names and symbols to increase a fast and effective image, and the pricing of their various services must remain simple and unambiguous. 2, non separable, tangible industrial or consumer goods are produced first, then store