Services are primarily characterized as which type of orientation?

Services are primarily characterized as being process-oriented. This is because the delivery of services involves a series of activities and interactions that rely heavily on the processes used to create and provide those services, focusing on the customer experience. In service management, how a service is performed is often more significant than the tangible product itself. This is in contrast to goods, which are typically defined by their physical characteristics and attributes.

In a process-oriented approach, attention is given to ensuring that the steps and methods involved in service delivery are efficient, effective, and can be tailored to meet individual customer needs. This orientation emphasizes the importance of the service delivery process, including the interaction between employees and customers, the use of technology, and the systems in place to support these interactions.

While the options regarding goods-oriented, product-oriented, and act-oriented imply a focus on tangible goods or specific actions, they do not capture the essence of service delivery, which is inherently linked to the processes that facilitate customer interactions and service performance.