Basis |
Product |
Service |
Tangibility |
Tangible (can be touched) |
Intangible (cannot be touched) |
Consumption |
Produced and consumed separately |
Produced and consumed simultaneously |
Perishability |
Can be stored for later use |
Cannot be stored; perishable |
Consistency |
Standardized quality |
Quality can vary |
Involvement |
Minimal customer involvement |
Often requires active customer participation |
Evaluation |
Can be evaluated before purchase |
Evaluated after the service is performed |
Service Marketing Mix: Meaning, Characteristics and Types
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