One of the main challenges that relates to customers when it comes to marketing a service is the intangibility of services. Unlike products, services are intangible and cannot be held or seen before purchase. This lack of tangibility makes it difficult for customers to evaluate the quality or value of the service, leading to a higher level of uncertainty and risk. Customers may hesitate to commit to a service if they are unsure of what they will receive or if it will meet their expectations. Therefore, effectively communicating and demonstrating the value, benefits, and outcomes of the service through marketing becomes critical to overcome this challenge and build customer confidence and trust.
