Today people are living in the era of consumption that is associated with the desire of the representatives of the general public to buy the things they want to have. They emphasize the fact that there is no necessity already to try hard to reach some unique products or to do something without any external help because it is much easier to obtain various offerings with the help of third parties.
Services are mainly seen as activities that people can buy and sell. They are tightly associated with goods but, unlike them, services cannot be stored and transported. It can also be said that they exist only within a particular period because they can be observed only when being performed. Services are offered by different organizations just like ordinary goods. The extent to which the focus is put on them is defined by the peculiarities of a particular company. Based on a tangible-intangible continuum, professionals identify such types of offerings as:
- Pure tangible good (sugar)
- Tangible good with accompanying services (computer repair)
- Hybrid (cafe)
- Major service with minor goods and services (flight)
- Pure service (psychotherapy)
Services are mainly characterized by their:
- Intangibility. Customers are not able to perceive services with their senses (for instance, it is impossible to see them or hear) before they are bought. That is why some people tend to question the quality of particular services. However, such uncertainty can be overcome if organizations focus on the ways they can ensure potential clients that the place, material, price, and other critical constitutes are reasonable and good enough. Organizations should manage the evidence for abstract offers so that they appeal to customers.
- Inseparability. In the majority of cases, it is impossible to provide any service with no provider-client interaction. When services have produced a person, who maintains this action and a consumer tends to share information regarding what is happening and how. As a result, people become interested in a particular provider.
- Variability. Similar services can be provided in different ways by different individuals and organizations, which determines their variability.
- Perishability. It is impossible to store evidence that is why much emphasis is paid to demand and other strategies, including pricing, consumer participation, etc.
All in all, services play a vital role in the development of the UAE and its growth. The output of this industry is the greatest in comparison to others. In this way, while agriculture reaches less than 5% of total GDP, services have almost 50% (Fig. 1).
Categories of Services
Services are generally treated as economic activities. They require an exchange of things clients are willing to obtain value from, for instance, goods, money, and time. In this way, they turn out to have much in common with the rental. Such an approach deals with ownership transfer through which consumers obtain a chance to get benefits. Depending on their nature, services can be divided into several sub-categories:
- Rented goods services. This sub-category does not provide clients with the opportunity to own a good. However, it presupposes that it is possible to get a right to use it for a limited period. For example, people can rent boats so that they can easily travel to those destinations they find attractive.
- Defined space and place rentals. According to the characteristics of this sub-category, clients tend to use it when they need an extension of a definite area. For example, they may be willing to rent a storage container for some time to put things in it while moving to another apartment. Similarly, such minor things as a table in a restaurant for dinner can be obtained.
- Labor and expertise rental. These services are provided to those people who cannot maintain some activities by themselves because they do not want to be engaged in such activities or because they need a person who has a better experience and all the required skills and knowledge. In this framework, customers may refer to some organizations if they need their house to be cleaned or car to be repaired.
- Access to shared physical environments. The representatives of the general public are coexisting within particular societies, which means that they interact with other people rather often. There are a lot of public places where the diverse population spends time side by side. In the majority of cases, regardless of the fact whether these activities are indoors or outdoors, people need to rent the right to enter them. For example, they can reach such environments as gyms and museums.
- Access to systems and networks. Finally, there is a necessity to obtain a right to become a part of some specific network. In this way. Attention can be paid to telecommunication services or insurance as they are very popular nowadays.
Companies in the UAE and their Services
The UAE is a country that is widely known today for its enormous achievements and excellence in business that reinforces its advantageous economic condition. A lot of different organizations operate in their territory and are highly valued by the representatives of the general public. These companies provide various offerings, including those that coincide with five categories of services.
Mint Event Rentals (2017) is a company that allows people to reach rented goods services. The company specializes in furniture and décor. It has a wide variety of products for rent so that every client can surely find something to his/her liking. Mint’s collections are full of items that are often used for weddings, corporate meetings, and even outdoor festivals. Being based in Dubai, it provides the most elegant and sophisticated goods, services, and products. The company pays much attention to interactions with its clients because it needs to get in touch with them to find out what they wish to have and what will be the most suitable furniture or décor element for the desired location. To improve client’s experiences and make it easier for them to make up a decision, Mint Event Rentals provides individual and organizational clients with the opportunity to select furniture rentals for their events using a catalog or 3D models. In his way, the company does its best to ensure that other the services it delivers to its customers are excellent. Its white-glove service is mainly focused on the temporary provision of particular physical goods and does not undertake any other offerings that may be discussed to refute the fact that Mint Event Rentals is the UAE company focused on rented goods services.
Mint Event helps to prepare events throughout the country so that they meet the client’s requirements and expectations. The company emphasizes that its personnel is ready to provide turnkey solutions for almost any event. It appeals to the representatives of the general public because Mint Event is the leading organization in the sphere that remains competitive and because its personnel ensures that they can make any event memorable. The organization also claims that it will deliver and pick up furniture and décor themselves so that clients do not need to look for additional transportation services, which is rather convenient. It is always ready to work with the most demanding projects because it believes them to be advantageous for the company as the staff can learn something new.
Emirates Airlines (2017) focuses on the delivery of defined space and place rentals. Its clients have an opportunity to obtain a wide range of services, but the airline is mainly focused on the provision of air flight tickets. Emirates Airlines is the leading company in the aerospace industry within the UAE, and it is also well-known in the global market. It expands its services with time and tries to reach new destinations so that the opportunity to enlarge the market can be obtained. Trying to appeal to the diverse population, the company’s personnel conducts a regular needs assessment of their clients. Realizing that not all people can buy a ticket when being at the airport already, Emirates Airlines allows clients to do it even using their smartphones. In this way, clients have an opportunity to check flight schedules book and a ticket. In particular situations, it is also possible to reach additional offers. However, they mainly require clients to sing up.
Speaking about those services Emirates Airlines provide, it is also vital to discuss an opportunity to book a hotel. This offering is usually utilized by those people who travel in the first and business classes because it is more expensive than to cope with everything without any assistance. The company also allows booking an airport transfer or tours and activities that are likely to interest tourists. In this way, the airline appeals to more clients as they tend to have different reasons to cope with the UAE. Finally, it is also possible to rent a car when connecting with the representatives of the company. Still, it proves that Emirates Airlines’ offerings are decently priced.
AAA Service Center (2017) specializes in vehicle repair and is a representative of labor and expertise rental services provider. This organization is known as the best 4×4 service center in Dubai. It has a lot of well-experienced professionals who are always ready to enhance the quality of the vehicle. Mainly, this company deals with particular car brands such as Range Rover. However, it also can carry out repairs on different vehicles. This organization attracts clients mainly because it promises to work according to the specific standards outlined by those companies that manufactured the brand. In addition to that, the staff is constantly receiving additional training that ensures that everyone is in good shape and ready for work. What is more, the members of the staff are ready to assist if needed and offer a range of alternatives. The company offers a full range of specialized services, but it is difficult to identify them all, so the list provided by the representatives of the organization is rather limited.
Fitness First (2017) is a health and fitness channel that offers access to shared physical environments, such as a gym or pool. This organization operates in about 50 locations, which proves that it is highly valued by clients. Professionals emphasize that the facilities owned by the company are modern and effective. They have professional coaches and trainers who can help clients to start exercising. They pay much attention to the customer’s condition and expectations as they want to let them benefit. In addition to that, there is a possibility to take part in group exercises and classes. Professionals who are working in the company can also develop an individual nutrition plan for clients to follow. Fitness First emphasizes the fact that people’s motivation and desire to train defines their success. However, they also claim that it is better to consult a trainer when having doubts because intensive exercises can have a crucial influence on people’s health.
Etisalat (2017) is a company that focuses on telecommunications and ensures access to and usage of systems and networks. It is mainly targeted not at those people who came to visit the UAE but to those individuals who live in the country. Etisalat provides a range of packages so that a diverse population can select something. In this way, it is possible to have TV, the Internet, and home phone together or separately. To attract more clients that the company also provides different opportunities for clients to win favorite devices. In addition to that, it allows clients to maintain online mobile registration, which provides an opportunity to save time. What is more, customers can enter their cabinets and search for the most advantageous offerings on the company’s website. Trying to improve its performance, the company also implements special offerings for the most loyal clients and promotes joys for having more sophisticated packages. The organization is an active member of social media so that clients can easily reach it and leave their feedback.
Marketing Challenges
Those organization that operates in the sphere of services delivery usually face those challenges that are connected with the fact that they have different expectations and decision criteria. Unlike goods, services tend not to exist apart from both the party that provides them and purchases. Focusing on the most distinctive marketing challenges faced by Fitness First, such considerations can be made:
Conclusion
Thus, it can be concluded that goods and services people buy can be seen separately but are also often connected. Organizations can offer different things and actions depending on their focuses and considerations regarding the tangible-intangible continuum. As a rule, services are produced during deliverer-client interaction as they can hardly be inventoried. The representatives of the general public tend to define a particular service provider and resort to one all the time as they believe it to have the best quality and to be the most appropriate.
Rather often people share their experiences and impressions regarding service providers because poor visualization and understanding of offerings are typical for this sphere and it makes people face misunderstandings and doubts. Even those organizations that focus on the same area tend to have different ranges of services, which increases variability greatly. Services are often seen as a type of rental. They do not presuppose any transfer of ownership but allow different individuals to make use of the same offerings. In this framework, professionals tend to identify five categories of services. They are not very unique that is why their providers can be found almost in any location, and the UAE is not an exception. Services pose a range of challenges related to services that require effective implications and identification of tasks required for improvement.
References
AAA Service Center. (2017). Web.
Emirates Airlines. (2017). Web.
Etisalat. (2017). Web.
Fitness First. (2017). Web.
ING. (2016). United Arab Emirates: More than an oil state. Web.
Mint Event Rentals. (2017). Web.