MKT203 Intangibility of Casino Services
You are a marketing consultant and are tasked with conducting a Services marketing strategic analysis of a service of your choice You can choose any possible service client.. Some examples include retail services, professional services, financial services, Tourism and hospitality services, and health services .
Select a service business Describe your service business using intangibility, perishability, simultaneity and heterogeneity
Some important considerations
- A minimum of 3 in-text references will be required.
- A reference list at the end of the report and PPT also required.
- Power point slides or wiki references are not considered credible references
Answer:
Intangibility of Casino services- The Intangibility of services refers to the inability to assess the value of a service through the use of sensory organs (Lovelock and Patterson 2015).
- Casino services cannot be touched before the client purchases them. Therefore the clients first pay for the services before they even start playing the casino games.
- They have no precise standardization and customers do not get any tangible product in exchange for their money.
- The clients cannot quantify the value gained from the gaming service.
- Perishability of a service refers to the fact that the service capacity cannot be stored, resold, or saved after production or once sold to a customer (Hoffman and Bateson 2010).
- Casino services the clients are part of the process since they consume the service as soon as they are processed, therefore, once a client plays the game the value obtained from that service can be stored for future use by either the client or the casino operator.
- Secondly, a client cannot transfer or re-resell the value obtained from playing a casino game.
- The Simultaneity of a service refers to the fact that the service must be produced and consumed at the same time (Mudie and Cottam 2010).
- In Casino business, the clients must avail themselves to the casino center in order to consume the gaming services. Therefore the clients cannot get the services if the casino operator is not available to offer them.
- Heterogeneity of a service refers to the uniqueness or variability of a service offering (Moeller 2010).
- In casino services, different clients are interested in playing different games, thus each game which is offered in the casino has a unique service compared to another game in the same casino.
- Secondly, for clients who are playing the same game, each one of them has unique motivations towards playing that game, therefore the service rendered to each of them will be customized to meet their desires.
- Special Events and Promotion- Bring celebrities and organize pool parties.
- Provide free-lounge entertainment at a one time nominal cost- Charge a nominal fee and provide premium quality services to the guests.
References
Hoffman, K.D. and Bateson, J.E., 2010. Services marketing: concepts, strategies, & cases. Cengage learning.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Moeller, S., 2010. Characteristics of services–a new approach uncovers their value. Journal of services Marketing, 24(5), pp.359-368.
Mudie, P. and Cottam, A., 2010. Management and marketing of services. Routledge.
