Packaging the Service Provider

Abstract

Major service businesses are beginning to resemble regional or national product brands. Packaging will thus become a more crucial aspect of the service mix. Unlike products, however, the actual service rendered is intangible; its attributes are embodied in the person delivering the service. This person is the focal point which must be correctly packaged. This paper proposes that the symbolic power of service apparel should be harnessed in such packaging strategies. The adoption of appropriate service apparel functions to increase the consumer's preference for the service brand, bolsters employee morale by facilitating group cohesion, and serves as a vehicle for brand positioning and promotional strategies.