ᱥᱮᱵᱟ

ᱥᱮᱵᱟ () ᱫᱚ ᱠᱟᱹᱣᱰᱤ ᱟᱹᱨᱤ ᱨᱮ ᱢᱤᱫ "ᱵᱟᱝ-ᱧᱮᱞᱚᱜ ᱡᱤᱱᱤᱥ" (intangible commodity) ᱠᱟᱱᱟ᱾ ᱥᱮᱵᱟ ᱫᱚ ᱢᱤᱫ ᱞᱮᱠᱟᱱ ᱠᱟᱹᱣᱰᱤ ᱟᱹᱨᱤ ᱠᱟᱹᱢᱤᱦᱚᱨᱟ ᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱨᱮ ᱦᱚᱲ ᱠᱚ ᱡᱟᱦᱟᱸᱱᱟᱜ ᱡᱤᱱᱤᱥ ᱨᱮᱱ ᱢᱟᱹᱞᱤᱠ ᱵᱟᱝ ᱦᱩᱭ ᱠᱟᱛᱮ ᱜᱮ ᱚᱱᱟ ᱨᱮᱱᱟᱜ ᱞᱟᱵᱷ ᱠᱚ ᱦᱟᱛᱟᱣᱟ᱾ ᱥᱮᱵᱟ ᱫᱚ ᱡᱤᱱᱤᱥ (Goods) ᱠᱷᱚᱱ ᱵᱷᱮᱜᱟᱨ ᱜᱮᱭᱟ, ᱪᱮᱫᱟᱜ ᱥᱮ ᱡᱤᱱᱤᱥ ᱫᱚ ᱛᱤ ᱛᱮ ᱥᱟᱵ ᱜᱟᱱᱚᱜᱼᱟ ᱟᱨ ᱥᱮᱵᱟ ᱫᱚ ᱵᱟᱝ ᱥᱟᱵ ᱜᱟᱱᱚᱜᱼᱟ᱾Rathmell, J. M. (1966). What is meant by services? Journal of Marketing, 30(4), 32-36.

ᱥᱮᱵᱟ ᱨᱮᱱᱟᱜ ᱩᱫᱟᱹᱦᱚᱨᱚᱱ ᱠᱚᱫᱚ ᱦᱩᱭᱩᱜ ᱠᱟᱱᱟ: ᱦᱮᱭᱟᱨ ᱠᱟᱴᱤᱝ (haircuts), ᱰᱟᱠᱴᱚᱨᱟᱜ ᱥᱚᱞᱦᱟ (medical advice), ᱜᱟᱹᱰᱤ ᱡᱩᱛ (car repair), ᱯᱟᱲᱦᱟᱣ (teaching), ᱟᱨ ᱵᱮᱸᱠᱤᱝ (banking) ᱮᱢᱟᱱ᱾

 ᱜᱩᱱ ᱠᱚ (Characteristics)  ᱥᱮᱵᱟ ᱨᱮᱱᱟᱜ ᱯᱩᱱᱭᱟᱹ ᱢᱩᱬᱩᱛ ᱜᱩᱱ ᱢᱮᱱᱟᱜᱼᱟ, ᱡᱟᱦᱟᱸ ᱫᱚ ᱤᱝᱨᱟᱹᱡᱤ ᱛᱮ IHIP ᱠᱚ ᱢᱮᱛᱟᱜᱼᱟ:

ᱵᱟᱝ ᱧᱮᱞ/ᱡᱚᱴᱮᱫ ᱜᱟᱱᱚᱜ (Intangibility): ᱥᱮᱵᱟ ᱫᱚ ᱵᱟᱝ ᱧᱮᱞ ᱜᱟᱱᱚᱜᱼᱟ, ᱵᱟᱝ ᱡᱚᱴᱮᱫ ᱜᱟᱱᱚᱜᱼᱟ, ᱥᱮ ᱵᱟᱝ ᱥᱚ ᱜᱟᱱᱚᱜᱼᱟ᱾ ᱱᱚᱣᱟ ᱫᱚ ᱠᱷᱟᱹᱞᱤ ᱚᱱᱩᱵᱷᱚᱵ ᱜᱟᱱᱚᱜᱼᱟ᱾ ᱩᱫᱟᱹᱦᱚᱨᱚᱱ ᱞᱮᱠᱟᱛᱮ, ᱢᱤᱫ ᱟᱥᱲᱟ ᱨᱮ ᱥᱮᱪᱮᱫ ᱧᱟᱢ ᱫᱚ ᱢᱤᱫ ᱥᱮᱵᱟ ᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱫᱚ ᱥᱟᱵ ᱵᱟᱝ ᱜᱟᱱᱚᱜᱼᱟ᱾

ᱵᱟᱝ ᱵᱷᱮᱜᱟᱨᱚᱜ (Inseparability): ᱥᱮᱵᱟ ᱮᱢᱚᱜᱤᱡ ᱟᱨ ᱥᱮᱵᱟ ᱦᱟᱛᱟᱣᱤᱡ ᱫᱚ ᱢᱤᱫ ᱥᱟᱶᱛᱮ ᱛᱟᱦᱮᱸᱱ ᱦᱩᱭᱩᱜᱼᱟ᱾ ᱥᱮᱵᱟ ᱫᱚ ᱚᱱᱟ ᱚᱠᱛᱚ ᱨᱮᱜᱮ ᱛᱮᱭᱟᱨᱚᱜᱼᱟ ᱟᱨ ᱵᱮᱵᱷᱟᱨᱚᱜᱼᱟ᱾ ᱡᱮᱞᱮᱠᱟ - ᱡᱚᱠᱷᱚᱱ ᱢᱤᱫ ᱱᱟᱹᱯᱤᱛ (barber) ᱩᱵ ᱮ ᱜᱮᱫᱟ, ᱩᱱ ᱡᱚᱠᱷᱮᱡ ᱜᱮ ᱩᱱᱤ ᱫᱚ ᱥᱮᱵᱟᱭ ᱮᱢᱟ ᱟᱨ ᱜᱨᱟᱦᱚᱠ ᱮ ᱦᱟᱛᱟᱣᱟ᱾Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985). Problems and strategies in services marketing. Journal of Marketing, 49(2), 33-46.

ᱵᱷᱮᱜᱟᱨ-ᱵᱷᱮᱜᱟᱨ (Heterogeneity/Variability): ᱥᱮᱵᱟ ᱫᱚ ᱡᱚᱛᱚ ᱫᱷᱟᱣ ᱥᱚᱢᱟᱱ ᱵᱟᱝ ᱦᱩᱭ ᱫᱟᱲᱮᱭᱟᱜᱼᱟ᱾ ᱥᱮᱵᱟ ᱮᱢᱚᱜᱤᱡ ᱟᱨ ᱚᱠᱛᱚ ᱪᱮᱛᱟᱱ ᱨᱮ ᱱᱚᱣᱟ ᱨᱮᱱᱟᱜ ᱜᱩᱱ (quality) ᱵᱚᱫᱚᱞᱚᱜᱼᱟ᱾ ᱢᱤᱫᱴᱟᱹᱝ ᱰᱟᱠᱴᱚᱨ ᱜᱮ ᱵᱟᱨᱭᱟ ᱨᱩᱜᱤ ᱵᱟᱨ ᱞᱮᱠᱟᱭ ᱧᱮᱞ ᱫᱟᱲᱮ ᱠᱤᱱᱟ᱾

ᱵᱟᱝ ᱫᱚᱦᱚ ᱜᱟᱱᱚᱜ (Perishability): ᱥᱮᱵᱟ ᱫᱚ ᱥᱟᱧᱪᱟᱣ ᱠᱟᱛᱮ ᱥᱮ ᱫᱚᱦᱚ ᱠᱟᱛᱮ ᱵᱟᱝ ᱫᱚᱦᱚ ᱜᱟᱱᱚᱜᱼᱟ᱾ ᱡᱩᱫᱤ ᱢᱤᱫ ᱩᱰᱟᱹᱱ ᱜᱟᱹᱰᱤ (plane) ᱨᱮᱱᱟᱜ ᱥᱤᱴ ᱠᱷᱟᱹᱞᱤ ᱪᱟᱞᱟᱣ ᱮᱱᱟ, ᱛᱚᱵᱮ ᱚᱱᱟ ᱥᱤᱴ ᱨᱮᱱᱟᱜ ᱥᱮᱵᱟ ᱫᱚ ᱱᱚᱥᱴᱚ ᱮᱱᱟ, ᱚᱱᱟ ᱫᱚ ᱫᱚᱦᱲᱟ ᱵᱟᱝ ᱟᱹᱠᱷᱨᱤᱧ ᱜᱟᱱᱚᱜᱼᱟ᱾

 ᱦᱟᱹᱴᱤᱧ (Classification)  ᱥᱮᱵᱟ ᱠᱚ ᱫᱚ ᱞᱟᱛᱟᱨ ᱨᱮ ᱮᱢ ᱟᱠᱟᱱ ᱞᱮᱠᱟᱛᱮ ᱦᱟᱹᱴᱤᱧ ᱜᱟᱱᱚᱜᱼᱟ:

ᱵᱮᱵᱥᱟ ᱥᱮᱵᱟ (Business Services): ᱱᱚᱣᱟ ᱥᱮᱵᱟ ᱫᱚ ᱠᱚᱢᱯᱟᱹᱱᱤ ᱠᱚ ᱟᱠᱚᱣᱟᱜ ᱠᱟᱹᱢᱤ ᱞᱟᱦᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱠᱚ ᱵᱮᱵᱷᱟᱨᱟ᱾ ᱡᱮᱞᱮᱠᱟ - ᱮᱠᱟᱣᱩᱱᱴᱤᱝ, ᱩᱠᱤᱞ ᱥᱮᱵᱟ, ᱮᱰᱵᱷᱟᱴᱟᱭᱤᱡᱤᱝ (advertising)᱾

ᱥᱟᱶᱛᱟ ᱥᱮᱵᱟ (Social Services): ᱱᱚᱣᱟ ᱫᱚ ᱥᱚᱨᱠᱟᱨ ᱥᱮ ᱵᱮ-ᱥᱚᱨᱠᱟᱨᱤ ᱜᱟᱶᱛᱟ (NGO) ᱠᱚ ᱦᱚᱛᱮᱛᱮ ᱦᱚᱲ ᱠᱚᱣᱟᱜ ᱵᱷᱟᱹᱞᱟᱹᱭ ᱞᱟᱹᱜᱤᱫ ᱮᱢᱚᱜᱼᱟ᱾ ᱡᱮᱞᱮᱠᱟ - ᱥᱮᱪᱮᱫ (education), ᱦᱚᱲᱢᱚ ᱥᱟᱶᱟᱨ ᱥᱮᱵᱟ (healthcare)᱾

ᱱᱤᱡᱮᱨᱟᱜ ᱥᱮᱵᱟ (Personal Services): ᱱᱚᱣᱟ ᱫᱚ ᱦᱚᱲ ᱠᱚ ᱟᱠᱚᱣᱟᱜ ᱱᱤᱡᱮᱨᱟᱜ ᱞᱟᱹᱠᱛᱤ ᱞᱟᱹᱜᱤᱫ ᱠᱚ ᱦᱟᱛᱟᱣᱟ᱾ ᱡᱮᱞᱮᱠᱟ - ᱴᱩᱨᱤᱡᱚᱢ (tourism), ᱨᱮᱥᱴᱩᱨᱮᱱᱴ, ᱦᱮᱭᱟᱨ ᱠᱟᱴᱤᱝ᱾

 ᱡᱤᱱᱤᱥ-ᱥᱮᱵᱟ ᱠᱚᱱᱴᱤᱱᱭᱩᱢ (Goods-Services Continuum)  ᱟᱹᱰᱤ ᱜᱟᱱ ᱚᱠᱛᱚ ᱨᱮ, ᱡᱤᱱᱤᱥ ᱟᱨ ᱥᱮᱵᱟ ᱨᱮᱱᱟᱜ ᱯᱷᱟᱨᱟᱠ ᱵᱩᱡᱷᱟᱹᱣ ᱫᱚ ᱢᱩᱥᱠᱤᱞ ᱜᱮᱭᱟ᱾ ᱟᱭᱢᱟ ᱡᱤᱱᱤᱥ ᱠᱤᱨᱤᱧ ᱥᱟᱶᱛᱮ ᱥᱮᱵᱟ ᱦᱚᱸ ᱧᱟᱢᱚᱜᱼᱟ᱾

ᱯᱩᱨᱟᱹ ᱡᱤᱱᱤᱥ (Pure Goods): ᱡᱮᱞᱮᱠᱟ - ᱵᱩᱞᱩᱝ, ᱪᱟᱣᱞᱮ (ᱱᱚᱣᱟ ᱨᱮ ᱥᱮᱵᱟ ᱵᱟᱹᱱᱩᱜᱼᱟ)᱾

ᱯᱩᱨᱟᱹ ᱥᱮᱵᱟ (Pure Services): ᱡᱮᱞᱮᱠᱟ - ᱥᱟᱭᱠᱚᱞᱚᱡᱤ ᱠᱟᱣᱩᱱᱥᱮᱞᱤᱝ (ᱱᱚᱣᱟ ᱨᱮ ᱡᱤᱱᱤᱥ ᱵᱟᱹᱱᱩᱜᱼᱟ)᱾

ᱢᱮᱥᱟ (Mixed): ᱡᱮᱞᱮᱠᱟ - ᱨᱮᱥᱴᱩᱨᱮᱱᱴ ᱨᱮ ᱡᱚᱢᱟᱜ᱾ ᱱᱚᱸᱰᱮ ᱡᱚᱢᱟᱜ ᱫᱚ "ᱡᱤᱱᱤᱥ" ᱠᱟᱱᱟ ᱟᱨ ᱵᱮᱭᱨᱟ (waiter) ᱦᱚᱛᱮᱛᱮ ᱡᱚᱢᱟᱜ ᱮᱢ ᱟᱨ ᱥᱟᱯᱷᱟ-ᱥᱟᱹᱯᱷᱤ ᱫᱚ "ᱥᱮᱵᱟ" ᱠᱟᱱᱟ᱾Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.

 ᱠᱟᱹᱣᱰᱤ ᱟᱹᱨᱤ ᱨᱮ ᱥᱮᱵᱟ ᱨᱮᱱᱟᱜ ᱴᱷᱟᱶ  ᱥᱮᱵᱟ ᱫᱚ ᱠᱟᱹᱣᱰᱤ ᱟᱹᱨᱤ ᱨᱮᱱᱟᱜ ᱛᱮᱥᱟᱨ ᱠᱷᱚᱱᱰ (Tertiary Sector) ᱨᱮ ᱦᱤᱡᱩᱜᱼᱟ᱾

ᱯᱩᱭᱞᱩ ᱠᱷᱚᱱᱰ (Primary Sector): ᱪᱟᱥ ᱵᱟᱥ, ᱠᱷᱟᱫᱟᱱ ᱟᱨ ᱦᱟᱠᱩ ᱥᱟᱵ᱾

ᱫᱚᱥᱟᱨ ᱠᱷᱚᱱᱰ (Secondary Sector): ᱠᱟᱹᱨᱠᱷᱟᱱᱟ ᱟᱨ ᱡᱤᱱᱤᱥ ᱛᱮᱭᱟᱨ (Manufacturing)᱾

ᱛᱮᱥᱟᱨ ᱠᱷᱚᱱᱰ (Tertiary Sector): ᱥᱮᱵᱟ (Services) - ᱱᱟᱦᱟᱜ ᱡᱩᱜᱽ ᱨᱮ ᱡᱟᱹᱥᱛᱤ ᱜᱟᱱ ᱫᱤᱥᱚᱢ ᱨᱮᱱᱟᱜ ᱡᱤᱰᱤᱯᱤ (GDP) ᱨᱮ ᱱᱚᱣᱟ ᱠᱷᱚᱱᱰ ᱨᱮᱱᱟᱜ ᱮᱱᱮᱢ ᱜᱮ ᱡᱚᱛᱚ ᱠᱷᱚᱱ ᱵᱟᱹᱲᱛᱤᱭᱟ᱾

 ᱥᱮᱵᱟ ᱮᱢ (Service Delivery)  ᱥᱮᱵᱟ ᱮᱢ ᱫᱚ ᱚᱱᱟ ᱠᱟᱹᱢᱤᱦᱚᱨᱟ ᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱨᱮ ᱥᱮᱵᱟ ᱮᱢᱚᱜᱤᱡ ᱟᱨ ᱥᱮᱵᱟ ᱦᱟᱛᱟᱣᱤᱡ ᱠᱤᱱ ᱧᱟᱯᱟᱢᱟ᱾ ᱱᱚᱣᱟ ᱞᱟᱹᱜᱤᱫ "ᱥᱟᱨᱵᱷᱤᱥ ᱵᱞᱩ ᱯᱨᱤᱱᱴ" (Service Blueprint) ᱵᱮᱵᱷᱟᱨᱚᱜᱼᱟ, ᱡᱟᱦᱟᱸ ᱫᱚ ᱥᱮᱵᱟ ᱨᱮᱱᱟᱜ ᱱᱟᱠᱥᱟ ᱞᱮᱠᱟ ᱠᱟᱹᱢᱤᱭᱟ᱾

 ᱟᱨᱦᱚᱸ ᱧᱮᱞ ᱢᱮ 
ᱠᱟᱹᱣᱰᱤ ᱟᱹᱨᱤ

ᱵᱮᱵᱷᱟᱨᱤᱭᱟᱹ

ᱵᱮᱯᱟᱨ

ᱡᱤᱰᱤᱯᱤ

 ᱥᱟᱹᱠᱷᱭᱟᱹᱛ