For example, returning to the same car wash over and over to get your car serviced could result in different levels of customer satisfaction or faster completion of the job.
If you watch your favourite band on DVD, the experience will be the same every time you play it, but if you go see them on tour live, no two performances will be identical.
Even with the highly standardized experience of McDonalds, there are slight changes in service, often through no fault of the business itself. Sometimes on Saturday lunchtime it will be packed with people. Therefore, services tend to vary from one user experience to another .
Homogeneous
Homogeneity refers to services being largely the same (the opposite of philippinen vorwahl whatsapp variability above). For example, KFC provides a homogeneous service experience whether you are in New York, Alaska, or London.
Consumers expect the same level of service and would not anticipate any major deviation in their experience.
You can expect a less consistent experience. If you visit your doctor, he or she might give one diagnosis, while another doctor might offer a different view.
Your regular hairdresser will offer one style, while a salon in another city might cut your hair differently.
Standardization is therefore largely built in by the large global brands that produce services.
Property rights do not carry over into service, you simply experience them. Western economies have seen a decline in their traditional manufacturing industries and a growth in their service economies.
Based on this, the marketing mix has been extended and adapted to create the services marketing mix, also known as 7Ps or the extended marketing mix: physical evidence, process and people.
A product is tangible (i.e. material) as you can touch or possess it. A service tends to be an experience that is consumed at the point of purchase and cannot be owned as it perishes quickly.
A person might go to a café one day and enjoy excellent service and then return the next day and have a poor experience.
Sellers speak of the nature of a service as: inseparable, intangible, perishable, homogeneous and variable.
Inseparable
This is from the point where it is consumed and from the service provider.
The consumer is actually involved in the production process they are purchasing at the same time that, for example, an eye test or a makeover is being produced.