The four service characteristics of marketing are:
1. Intangibility – Services cannot be seen or touched (e.g., a legal consultation).
2. Inseparability – Services are produced and consumed at the same time (e.g., a haircut).
3. Variability – Service quality can vary by provider or situation (e.g., different hotel experiences).
4. Perishability – Services cannot be stored for later use (e.g., an empty airline seat).