The fact that services dominate the modern economies of the world; the focus on service as a competitive business imperative; specific needs of the deregulated and professional service industries; the role of new service concepts growing from technological advance and the realization that the characteristics of service result in unique challenges and opportunities.
A broad definition of services as deeds, processes, and performance.
The basic characteristics are the services are intangible, heterogeneous, produced and consumed simultaneously, and perishable(cannot be return or resold). Because of these characteristics, service managers face a number of challenges in marketing, including the complex problem of how to deliver quality services consistently.
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