Services Marketing Nature and Characteristics of a Service Intangibility refers to the fact that services cannot be seen, tasted, felt, heard, or smelled before they are purchased. Inseparability refers to the fact that services cannot be separated from their providers. Variability refers to the fact that service quality depends on who provides it as well as when, where, and how it is provided. Perishability refers to the fact that services cannot be stored for later sale or use.