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What is Service? Explain four characteristics of Service?

 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. 

  1. Intangibility 
  2. Inseparability
  3. Variability
  4. 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 provided.


Perishability: Services cannot be stored for later sale or use.

For example: A seat on an airplane or in a restaurant, an hour of a lawyer's time, or space in a shipping container not used or purchased cannot be reclaimed and used or resold at a later time.





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