Characteristics of a Service
1. Intangibility: Intangibility is a fundamental characteristic of services, distinguishing them from tangible products. It means that services lack physical form and cannot be touched, seen, or held. Instead, services are experienced through actions, interactions, or outcomes. This inherent intangibility poses unique challenges in marketing and consumption.
2. Inseparability: Inseparability is a fundamental characteristic of services, highlighting the unique nature of intangible offerings. It refers to the idea that the production and consumption of services are inherently intertwined and often occur simultaneously. Unlike physical products, services are typically co-created by both the service provider and the customer in real-time. This means that the service cannot be separated from the customer’s experience.
3. Perishability: Perishability is a fundamental characteristic of services in the field of service marketing. It refers to the unique quality of services being time-sensitive and non-storable. Unlike tangible products, services cannot be stockpiled or inventoried for future use because they are created and consumed simultaneously.
4. Variability: Variability, as a characteristic of services, refers to the inherent inconsistency and unpredictability in the delivery of services. Unlike tangible products, services are often more challenging to standardise because they depend on various factors, including the skills of service providers, customer interactions, and environmental conditions.