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Services Marketing (Case Study: Angling Experience) - Essay Example

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This paper aims to explore the concept of service, its different from products and its special characteristics by analysing the case of John King, an entrepreneur who has started his fly fishing guiding service. With Tasmania as one of the best fishing waters in the world, the…
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Services Marketing (Case Study: Angling Experience)
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Services Marketing (Case Study: Angling Experience)

Download file to see previous pages... o fully guided expeditions (IFSFish Online 2005).” Fly-fishing – one of the most popular techniques in catching fish, has been John Kings passion and expertise that he offers to visiting anglers though his guiding services.
By looking at the problems that has arisen in his case due to the special characteristics of service and looking for solutions in order to address these problems, an in-depth learning of the concept of service marketing is achieved.
Intangibility. One of the special characteristics of service is intangibility – it cannot be experienced by either of the five senses, whether felt, heard, tasted, smelled, or seen before it is purchased (Gabbott & Hogg 1994). For example, when the American angler has been assessing the risks that are related to the purchase of Johns guiding service such as poor fishing experience, he cannot see, feel, taste, hear of smell the service in order to determine his decision, unlike for products (Duncan 2005). The reason why he has to rely on testimonials and a video clip is for him to refer to past experiences of other people (Dresner & Yu 1995) as well as his judgement of Johns ability in the video. This is one feature that distinguishes service from products.
Heterogeneity. Another characteristic of a service is heterogeneity or variability – no two services are very much alike in terms of quality, as the quality is dependent on factors like who the provider is, the time when the service is provided, the place, and the how (Schneider et al. 2005). While Johns skills are excellent, heterogeneity is apparent in the difference in experiences of his first two customers – the American anglers and the Canadian anglers. While the American anglers have a good fishing experience, the experience has been a bad one for Canadians. Although it is not Johns fault, the service in this case is dependent on the favourability of the weather, which has resulted in some unexpected events like the accident. This is another ...Download file to see next pagesRead More
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