Inseparability
Service production process and customer consumption occurs at the same time.
Service provider and customer interaction and moment of truth need to be monitored
Success of the sale lies in the service encounter
Each purchase comes with a new interaction and experience
The customer can consume only what the seller can produce
Monitor the “moment of truth”
Heterogeneity
Heterogeneity of service refers to the variation and lack of uniformity in the service being performed caused by individual differences among employee and among customer themselves, and as well as customers’ perception of these differences.
Customers can be different in terms of knowledge, experience and proficiency that affect quality of consumption
Needs are different
Have various amounts of knowledge, experience, and proficiency
Concerned with employee/customer interactions
Use standardization and self-service technology