“As long as I can’t touch it, it has no real value to me”, that’s how the majority reacts to services. In our countries, paid services are generally mistaken for a loss of money and they are never given their real appreciation.
A service, from a marketing perspective, according to Philip Kotler is an action or an activity which can be offered by a party to another party, which is basically intangible and can not affect any ownership. What’s really hard to engrave in people’s minds, is that the “intangible” part of the service, doesn’t affect its value, and that some services have more advantages than most of tangible products.
Now let us be honest with ourselves, haven’t you ever wondered “what does this give me in exchange of the money I have to pay?” about some specific service; yes, we’ve all done this, at least once in our lives! So … the question now is “how can I ever learn to perceive the real value of those intangible products, and learn how to take good advantage of it, so I don’t feel like I am wasting my money ?” and the answer is twice easier than writing your name (unless if your name is Karl-Theodor Maria Nikolaus Johann Jacob Philipp Franz Joseph Sylvester Freiherr von und zu Guttenberg).
To evaluate the service and decide whether to spend or not, you need to answer the following questions about it:
- Does this service shorten the time I spend while using an alternative?
- Are the results of using this service worth the time spent on using it? [Needs Testing]
- Do the results of using this service respond to my requirements?
- Does this service offer a new function or respond to a new need compared to the competitors?
- Does this service eliminate the risks that the competitor services don’t?
- Does the company that provides the service have a good reputation?
- Does the service have a good value for money?
- Does this service offend of affect anyone when being used? [Social Responsibility]
- Does this service affect me on any known side, like health or morals?
- And the most important question is: Do I need this service?
Now tell me, do you have any other criteria to choose whether to use/buy a service or not? If so … share them with us so we can discuss them, and maybe add them to the V2 of this article. And to conclude this, I hope that it was helpful and know that this is a personal research that needs enhancement, which means that everyone is invited to criticize, add or correct any information in the article.