Services are economic activities that are intangible, cannot be stored, and involve a direct interactive relationship between provider and consumer:
- 1. Intangibility: Services cannot be seen, touched, or tasted. They can only be experienced (e.g., doctor's treatment, bank customer service). Quality relies on brand trust.
- 2. Inconsistency (Variability): No two service experiences are identical. Service quality varies according to the individual service provider, customer mood, and timing.
- 3. Inseparability: Production and consumption of a service occur simultaneously. A teacher cannot teach without the student listening; a pilot cannot fly a flight without passengers on board.
- 4. Inventory Loss (Perishability): Services cannot be stored for future sale. An unsold seat on an airline flight or an empty hotel room tonight is revenue lost forever.
- 5. Involvement: The customer participates actively in the service delivery process (e.g., customizing food in a restaurant or specifying travel requirements).