Question 02)
a) Identify any three (03) services you are using the most in your daily life. Discuss
the levels of their intangibility.
Before purchasing a service, it is usually impossible to see, taste, feel, hear, or smell it. Before
(and often during and after) the service delivery, the potential customer is unable to perceive the
service. Accordingly, intangibility is considered as one of the most significant characteristics,
which differs from products.
However, a service is involved in two aspects namely process and evidence. Accordingly,
following 4 levels of intangibility can be observed in terms of services.
1.
2.
3.
4.
A purely intangible service outcome
An intangible service outcome which is bundled with a product
A tangible service outcome
A tangible service outcome bundled with a product.
levels of intangibility
1. A purely intangible service outcome
2. An intangible service outcome which is
bundled with a product
3. A tangible service outcome
4. A tangible service outcome bundled with
a product.
Related Service Experience
Telecommunication services
This is considered as one of the purely
intangible services that uses in day to day
lives. Here, the process as well as the service
outcome is intangible.
Courier services
Here the process and service outcome is
intangible, however the service is engaged
with a delivery of tangible product.
b)
Service design is a method by which designers develop long-term options and ideal environments for
both consumers and service providers in specific situations. Designers divide services into parts and
customize fine-tuned implementations to meet the needs of all consumers in context, considering
participants, location, and other considerations.
Service Design is a multidisciplinary approach that incorporates a variety of techniques and disciplines.
It's still developing as a method and an area. These are the few approaches to redesign a service process
of an organization.
User Centred – The services can be seen from the perspective of the client. Use qualitative analysis to
create a template that is inclusive of all consumers.
Co-creative – The service creation framework should include all stakeholders. Participate in the design
process for all related stakeholders.
Sequencing – The service can be seen as a series of interconnected tasks. Dividing a large service into
different processes and customer journey parts is a good idea.
Evidencing – Physical artifacts can be used to represent intangible services. Create service environments
that people can relate to in order to better appreciate and trust brands.
Holistic – The whole service ecosystem should be considered. Design across all touchpoints through
experiences, user networks, and interactions.
Designers are primarily focusing on services rather than actual goods. Meanwhile, as new technology
continues to redefine what consumers should expect as they work against their objectives, companies
are focusing on improving functionality and removing obstacles for their customers.