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Interpretations Of Service

By Midhun K Menon

There are many different interpretations of the idea of 'service'.

Why is service so difficult to define accurately?

• It is not tangible. It cannot be weighed or measured. It is more emotional than rational.
• You can sell it, but you cannot give a customer a sample to take and show to another.
• Having given it, the customer may not have acquired anything.
• Service cannot be standarised.
• Service can be seen in different ways:

  >> by different people in the same cultural group,

  >> by the same person at different times and in different moods,

  >> by people from different social, cultural and geographical backgrounds,

  >> by people with different levels of knowledge and experience.

How services is seen depends on the expectations people have in advance. If not too much is anticipated, then good service is a pleasant surprise. If advertising, a friend's recommendation or a high price leads us to expect a lot, we can easily be disappointed by the service.

If the service a person recieves does not come up to prior expectations, then it is frequently termed 'poor service'.

It is a fact that our view of service is subjective.

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