Services Marketing and Online Marketing information: Another way to involve your readers is to ask them to select a prize they would like to win in your contest. To make that choice, a reader pauses and thinks about your contest offer—exactly what you want her to do, right? Quizzes can be used to involve your readers and make them think. Make your questions relate to your service or product, but don't ask self-serving questions, such as, "Which company is dedicated to serving all your copier supply needs?"

 

Small Sets of Acceptable Brands or Suppliers Because services are personal and difficult to judge, consumers are likely to consider a small set of providers when seeking a service. Since services have no search qualities, consumers will not benefit from elaborate comparisons. Furthermore, their personal sources of information are likely to yield relatively few options. And once a reliable provider is found, customers tend to be loyal. The situation is the same when the service is not an innovation but simply new to the consumer. Someone who has never had a facial or a body massage may be reluctant to try it.

 

For example, most of us use only one or perhaps two dry cleaners all the time. The same is probably true for hair stylists, tailors, party planners, and other types of providers. Some business travelers limit their choice when selecting a hotel, booking only Marriott or Sheraton because they are confident they will receive acceptable service. They anticipated problems like lost deposits or theft and preferred contact with a human being. Over time these fears diminished, and many consumers now do all their banking through ATMs.

 

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Hair stylists often give discounts to first-time clients, and financial planners frequently offer free consultations before charging for their services.

 

Slow Adoption Because prepurchase evaluation is almost impossible, the risk of buying a service is greater than for goods. Therefore, many new services are adopted very slowly by consumers. People want to wait and see how the new service performs. Many consumers were initially reluctant to use the automatic teller machines (ATMs).

 

To overcome this reluctance, gyms may offer a free month of membership to encourage customers to join.

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