Business ServicesClass 11 Business Studies NCERT Solutions

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Q1Long Answer Questions

What are services? Explain their distinct characteristics.

Solution

Services are defined as those separately identifiable, essentially intangible activities that provide satisfaction of wants and are not necessarily linked to the sale of a product or another service. They are economic activities where an interaction occurs between the service provider and the consumer. The purchase of a service does not result in the ownership of a physical object; rather, one experiences the service.
The distinct characteristics of services, also known as the five 'I's of services, are as follows:
  1. Intangibility: Services cannot be seen or touched; they are experiential in nature. For example, one cannot taste a doctor's treatment or touch entertainment in a cinema hall; one can only experience it. This makes it difficult for a customer to determine the quality of a service before consumption.
  2. Inconsistency: Services are not standardized and have to be performed exclusively each time. This is because different customers have different demands and expectations. A service provider often has to alter their offering to meet the specific requirements of each customer. For example, the service provided by a mobile service provider can be customized for different users.
  3. Inseparability: The production and consumption of services occur simultaneously. Unlike goods that can be manufactured and stored before being sold, services must be consumed as they are produced. For example, the service of eating in a restaurant involves simultaneous production (cooking and serving) and consumption (eating).
  4. Inventory (Less): Services are perishable and cannot be stored for future use. Since they have little to no tangible components, they cannot be kept in stock. This means that demand and supply must be managed carefully, as a service cannot be performed earlier to be consumed later. For example, a railway ticket can be stored, but the railway journey itself cannot be.
  5. Involvement: The participation of the customer in the service delivery process is a key characteristic. The customer has the opportunity to get the services modified according to their specific requirements. For example, in a self-service fast-food joint, the customer is directly involved in the process of receiving the service.