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Step 1: The uncertainty and variability make the difference

Uncertainty and variability are the factors that have a great impact on service marketing as they can occur at any time without any warning that can cause difficulty for the service operation. They need to be prepared all the time for any kind of uncertainty because it can give a negative impact on their business and may affect their image which will ultimately affect their future activity.

Step 2: Difference between the manufacturing systems and the service environment

The difference between manufacturing and service firms is about what they produce i.e. the manufacturing firms produce the goods that are tangible whereas service firms provide services to the intangible customers.Services are perishable whereas goods are not which means services are produced and consumed at the same time, they cannot be stored.