Service Characteristics: Myth or Reality?

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Introduction Service characteristics: Myth or Reality? Services have traditionally been clear in terms of what goods did not represent. Goods-related industries incorporated extractive industries for example agriculture, mining, forestry and fisheries and mechanized industries for instance durable and nondurable goods industries. The remainder was characterized as services and incorporated education, health care, sharing, retailing, leisure, legal and many other arenas mainly focused on nontangible offerings or on the other hand services were nongoods. S-D logic, on the other hand, looks at the very natural history of service and for that reason defines service as a procedure or as the use of one's resources or competences for the advantage of an additional entity (Vargo and Lusch 2004a). S-D logic maintains that service is the establishment of economic activity. S-D logic focuses on the course of service versus a goods-dominant (G-D) or manufacturing logic that focuses on the production and provision of outputs. Case in point, computers, forklifts, pallets and transportation equipment are all appliances for service provision. What customers want is access to the flow of service that these goods facilitate and not necessarily the output or product that firms produce. It can be said that the transformation from G-D logic to S-D logic is the shift from seeing business as alert on things (nouns) to proceedings and processes (verbs). A more absolute perceptive and approval
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