What is the Productization of services? why is it so important to the service-based companies? How companies go about Achieving it?

This one of the parts of services marketing. Before this please check the Definition and Characteristics of services.

What is the Productization of services?

Productization of services

Productization of services is transforming services into more like products or goods by using different ways.

Why Productization of services is so important for companies?

Services providers provide services that are heterogeneous from one customer to another and each time it will different.

Whereas the product will be the same as one customer to another, even at whatever time.


Services from the restaurant will be different from customer to customer, each time there will be little change in taste in food.

But like a Ferrari 488 will not differ from customer to customer and whenever a customer wants buys it will be the same.

Customer can trust the product easily because it will be same at all the time. And the customer will have doubt that services might be different for each time.

There is an importance of productization of services for a company is to gain more trust.

How companies go about Achieving it?

Productization of services is achieved by the companies are:-

1) Physical Evidence

By increasing more physical evidence like Reviews, Services bills, other types of equipment to perform a service, etc. Which can be shown trust in services that are been provided by the company.


Services providers like Restaurants have tables, chairs, bills, and reviews, etc to make them more trustable to customers.

2) More durable:-

Services are perishable which means that can be used for one time, it cannot be stored in storages, etc. But due to technology, there can be an increase in the durability of services.


Concert where it will happen once, but this can be stored with the help of cameras, can be replayed at whatever time in youtube or in other streaming sites.

3) Homogenous:-

With the help of technology making services more homogenous means similar to one service to another. Which means have similar items or methods in performing the services.


Companies like Oyo rooms and Treebo, where they provide a similar type of rooms or minimum promised services as similar as to everyone in every hotel.

4) Separability:-

Whereas services are inseparable in production and consumption, but with the help of the technology a consumer can consume at different times after produced service.


online courses, online videos, whereas produced at one time and consumption is done at other times by the users. or Storing restaurant’s foods and selling it at other times.


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