Abstract:
Unique characteristics named intangibility, inseparability in production
and consumption, perishability, irrevocability and heterogeneity make services
different from goods and pose vexing problems that are not faced by the goods
marketers. Perishability and irrevocability features of service create problems in
managing fluctuating demand. Moreover, additional P’s of service marketing
namely period, physical evidence, people, process, etc. need to manage in a
different way. That’s why service marketing problems require solutions which are
different from that required for goods marketing. Service quality Gap Model will be
fitted to better answer the problems faced by service marketer.
