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What is Understanding Service Marketing Characteristics about?

The document defines services and discusses their key characteristics. It states that services are intangible activities that are the main transaction object and involve customer interaction. The key characteristics of services are that they are intangible, inseparable from their production/consumption, heterogeneous, perishable, and do not result in ownership. This differs from tangible goods which can be stored and transferred. The implications of these characteristics for services marketing are also disc

Author

Ragav An

Language

EN