Some characteristics of service marketing are:
- Service marketing depends on customer interactions to deliver the expected experience.
- It focuses on intangible value to build trust before purchase.
- It varies in quality to reflect differences in staff performance.
- It cannot be stored to ensure customers receive it when required.
- It requires customer participation to complete the service delivery process.
- It relies on trained staff to provide consistent results.
- It builds strong relationships to maintain long-term loyalty.
- It uses differentiation strategies to attract customer preference.
- It follows set procedures to offer reliable service each time.