Pricing strategy for services includes much more than determining what to charge. Examine the statement with the help of suitable examples.

Pricing strategy for services indeed involves much more than simply deciding what price to charge. Unlike tangible products, services are intangible, perishable, and often require customer involvement in the delivery process. These characteristics make pricing services complex and require careful consideration of several factors beyond just the monetary amount.

Firstly, the intangibility of services means customers cannot see or touch the service before purchase, which affects their perception of value. For example, when a customer hires a consultant, they cannot physically evaluate the _________ ___ ___ _______ ____ ____ __________ _________.
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