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Strategies for Coping with Service Intangibility and Evaluation of Shapes Active Lifestyle

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Added on  2020-11-13

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This article discusses how Shapes Active Lifestyle copes with service intangibility and deals with consumer quality and risk perception and expectations. It also explores the product characteristics that make it easy or difficult to evaluate and suggests strategies to facilitate evaluation and reduce perceived risk. The article suggests changes in the delivery process, including style changes, service improvements, supplementary service innovations, and product line extensions.

Strategies for Coping with Service Intangibility and Evaluation of Shapes Active Lifestyle

   Added on 2020-11-13

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2019Miss Mehwish JawaidSECTION-HAbeera Nauman 17U00495Khawaja Ameer Hamza Tayyab17U00401Minahil Adil17U00134Minel Amjad17U00552Numra Zaheer17U00123Submission No.3Services Marketing
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Shapes Active LifestyleQ4) What does the organization do to cope up with the intangibility of the service it is offering? How do they deal with consumer quality and risk perception and expectations?Ans) The feature of service intangibility is one of the most prominent and main factor that differentiates products and services. Therefore, intangibility of service plays a crucial role in howservice producing firms are managed and how its strategies are formed. To cope up with the intangibility factor Shapes has several tangible elements such as top quality Cybex equipment which includes treadmills, arc trainers, cycles, weight training equipment etc. other than this high tech equipment Shapes also has a jogging track. Due to this Shapes have maintained its reputation in market of providing a wide range of luxurious facilities.Although the offering or the service Shapes itself is providing is intangible, post usage benefits of the service they are offering can be tangible. Through social media the organization gives examples along with the pictures of those members who have achieved their goals, which helps in building an organizational credibility.While a tangible product offers comfort by its mere presence, an intangible good or service cannot do the same. To provide excellent customer service, you first need understand their needs, experiences, and pain points. To deal with this Shapes uses various techniques. On the main reception the management has placed a diary on which the members can give certain suggestions and can even complain if there is any issue. Customers can even write their reviews on facebook page. The management takes drastic steps to solve customer problem. To deal with risk perception new members have to fill a pre exercise form the first day they step in the gym. In the form they have to tell about any health issues such as blood pressure, back injury etc. People with different health issues are trained differently as compared to those who are completely fit and have no such health issue. Other than that there are several trainers available on the floor to guide the members about accurate workout angles in order to minimize the risk of injury.
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