Services cannot be seen, tasted, felt, heard, or smelled before they are bought. This unique service characteristic is:

Explanation

* Intangibility means services cannot be inspected prior to purchase, increasing perceived purchase risk.
* The 4 core service characteristics are Intangibility, Inseparability, Variability, and Perishability (IHIP).
* Service providers use physical evidence (decor, uniforms, documentation) to signal service quality.