It’s no secret that the services industry is unique. Rather than selling hard goods, service businesses sell processes, ideas, and expertise. Marketing these intangibles presents its own challenges. For starters, service businesses need to put more effort into defining the value and quality of their service to justify their price tag. Establishing this framework of comparison is vital when there aren’t clear attributes to point to. Because a service isn’t something that can be returned, customer satisfaction has a greater influence on brand perception, retention, and referrals.