Interaction Not Important |
Musical Performance on a CD
Stapler Pizza
Psychotherapy
Meal in a Good Restaurant
Tangible Characteristics Important
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Interaction Important |
What we are looking for is a way to disentangle product and service elements. Design practice and theorist often distinguish between how users interact with the offering, its interaction, and the actual form or expression of the offering, its manifestation. Product manifestations are tangible with high material intensity; those of services are not. The user’ s interaction with a product is generally static; it is predetermined and cannot be changed over time. A service, on the other hand, is dynamic; it cannot be fully pre-programmed because services are co-created with users. Users and circumstances may be different each time a service is delivered.
It is important to recognise that, although goods may possess intangible aspects, and services tangible aspects, not all of these aspects add economic value. Would you be willing to pay more if a hairdresser gave you a free comb? Or if the cashier wrapped the present you bought for someone?
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