The paradox is that companies selling

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When buying a service, it is more difficult to decide. Firstly, it is intangible and cannot provide a constant satisfactory reminder. The quality of the service cannot be predicted in advance. It can only be assessed at the time of its provision. In other words, the buyer is in the dark, even after payment, he cannot know exactly how well the hairdresser will do the haircut, the lawyer will provide competent and useful advice, and the doctor will prescribe the right treatment.

You have to rely on chance and make a purchase without a guarantee of quality.

Services cannot give a 100% guarantee of results. It is impossible to guarantee that an ghana mobile database advertisement will attract a hundred thousand clients, the prescribed treatment will lead to a full recovery, and the event will go off without a hitch. There is always a possibility of force majeure, human error, or a simple technical failure. Anything can happen, including the well-known "retrograde Mercury".

The combination of these factors creates a real problem for services marketing – how to sell a service to a client that they cannot hold in their hands and evaluate.