Service Perishability is an important characteristic of a service: it cannot be stored for later sale or use. If the service is not consumed at the time of its provision, it is lost.
For example, an empty airplane seat or an unoccupied hotel room generates lost revenue for the day. The marketing challenge is to balance supply and demand through pricing (e.g. off-peak discounts) and capacity management (e.g. hiring additional staff during peak hours).
