What aspect does the service marketing mix include to involve customers?

The service marketing mix includes "People" as a critical component to involve customers because services inherently rely on human interaction for their delivery. In the realm of service marketing, the "People" element comprises not only employees who provide the service but also the customers themselves, who play an active role in the service experience.

Engaging customers through service interactions is fundamental; their involvement can shape perceptions, satisfaction, and overall experience. Employees are trained to interact positively with customers, enhancing service quality and ensuring that customers feel valued. Furthermore, the relationships built between service providers and customers can foster loyalty and encourage repeat business.

The other options do not directly address the aspects in which customers are involved. Risk management is a crucial element, but it pertains more to managing uncertainties than engaging directly with customers. The environment refers to the physical space or setting in which the service takes place, which influences customer perceptions but does not intrinsically involve them. Forecasting is about predicting future trends and behaviors, which is essential for strategic planning but does not engage customers directly in the service experience. Thus, "People" stands out as the component that directly involves customers in the service delivery and experience.