Services are all the products that are intangible and offer a unique experience every time you purchase them. That is why it is very difficult to market Services.
The four characteristics that affect the marketing of a service are as follows:
Heterogeneity: Services are heterogeneous. This is because they are performed by humans and humans can not be programmed to do a specific job in a specific way. The method would be the same but the experience would vary.
Inseparability of production and consumption: Services are produced and consumed simultaneously.
Perishibility: They can not be stored for future use.
Intangibility: Services can not be touched or viewed.