. intangibility: the value delivere

. intangibility: the value delivered by the service provider is much less tangible;
. heterogeneity: intensive interaction between the consumer and the service provider makes each service encounter a heterogeneous experience;
. inseparability: the production and consumption of services occur simultaneously and inseparably; and
. perishability: services cannot be stocked and perish immediately after consumption finishes (e.g. Zeithaml et al., 1985; Bowen, 1990; Dall’Olmo Riley and de Chernatony, 2000; Lovelock and Gummesson, 2004; Laroche, 2007).