Advantages and risks in service standardization

Abstract

Comparing the advantages and risks in standardizing services, there can be no clear-cut answer concerning the strategy to be followed. Exploiting advantages in the long run is only worth it for a provider of a service that is able to build up a powerful brand image. However, the more successful a service concept, the stronger the temptation to imitation. The success of imitators will sooner or later bring about multibrand loyalty.

Keywords

• services
• standardization
• demand
• customer
• imitators