Service: An activity, benefit or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything is called Service. For example - Banking, hotel, airline travel, retail, wireless communication, and home repair services. Characteristics of Service: There are four characteristics of services when designing marketing programs. Intangibility Inseparability Variability Perishability Intangibility: Services cannot be seen ,tasted, felt, heard, or smelled before they are purchased. For example: People undergoing cosmic surgery cannot see the result before the purchase. Inseparability: Services are produced and consumed at the same time and cannot be separated from their providers, whether the providers are people or machines. If a service employee provides the service , then the employee becomes the part of the service. Variability: The quality of services may vary greatly depending on who provides them and when, where, and how they are p
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