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VariabilityVariability, also known as heterogeneity, describes the uniqueness of

service offerings.

While products can be homogeneous and mass produced, the sameis not true of services. The termheterogeneitydescribes theuniqueness of service offerings (also known as variability). In otherwords, services are generated, rendered, and consumed at onetime. The service can never be exactly repeated as the same point intime, location, or circumstances, or with the same configurationsor resources, even if the same consumer requests the same service.IntangibilityA defining characteristic of a service is that it is intangible it is not

something physical that you can see, touch, or taste.

Intangibilityis used in marketing to describe the inability to assess the valuegained from engaging in an activity using any tangible evidence. It is oftenused to describe services where there isn't atangible productthat the customercan purchase, that can be seen, tasted, or touched. This is the most definingcharacteristic of aservicethat differentiates it from a product.

When a customer is buying a service, he perceives a risk related to thepurchase. It is difficult for a customer to know in advance what they will begetting. To reassure thebuyerand build his confidence, marketing strategistsneed to give tangible proof for the quality of service.

Marketers of services can reduce these risks by stressing tangible cues that will

convey reassurance and quality to the prospective customers. These tangible cues

range from the firms physical facilities to the appearance and demeanor of its staff

to the letterhead on its stationery to its logo.

In the airline industry transportation is the core product. Since it is intangible in

nature a service company can distinguish itself from its competitors by providing

several tangible clues like:

Food / Beverages

Newspapers

Movies

Music

Staff uniforms-Air Indias staffs always wears a printed blue sari. LogosAir Indias centaur is the logo and maharaja is the mascot.

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Colour and designJet airways have blue colour tickets.

Seats and cushions

Audio / Video facilities for work or pleasure

Fax, laptops, etc.

Baggage retrieval

Flight bookings

InseparabilityInseparability is a service characteristic that makes it impossible to

disconnect the production of the service from its consumption.

Inseparability is aservicecharacteristic that renders it impossible to divorcethe supply or production of the service from its consumption. In other words,services are generated and consumed within the same time frame. Moreover,it is very difficult to separate a service from the service provider. They areinseparable.

PerishabilityPerishability of services implies that service capacity cannot be stored,

saved, returned, or resold once rendered to a customer.

An airline, such as Jet Airways, can only sell seats on an airplane prior todeparture. This service is only available for that definite time period. Anempty seat on a plane never can be utilized and charged after departure.Once the plane has left for its scheduled flight, that service cannot be offeredfor that particular flight. Unsold seats lose their inherentvalue.

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