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Consumer Behavior and Services Marketing

Part 3. Consumer Behavior

  1. Dawn Iacobucci

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03060

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Iacobucci, D. 2010. Consumer Behavior and Services Marketing. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. Vanderbilt University, Nashville, USA

Publication History

  1. Published Online: 15 DEC 2010


Services marketing is described with respect to the manner in which it is distinct from marketing goods. The differences are primarily four: (i) services are said to be “simultaneously produced and consumed.” They unfold in real time, and the process gives the marketer more to manage. (ii) Services are characterized as heterogenous. One person's experience of a service encounter may be different from that of another, primarily due to the high component of people involvement in the service deliver–both the frontline employee and the customer himself or herself. (iii) Services are famously intangible. The intangibility leads to challenges in measuring quality and satisfaction. (iv) Services are perishable. Thus planning is required to maximize capacity utilization.


  • services marketing;
  • intangibility;
  • service quality;
  • customer satisfaction