The Intangibility of Services: Measurement and Competitive Perspectives
- 1 April 1990
- journal article
- research article
- Published by Emerald Publishing in Journal of Services Marketing
- Vol. 4 (4) , 27-40
- https://doi.org/10.1108/eum0000000002523
Abstract
Explains how tangibility can be a useful concept for the services marketer, enabling a firm to identify its position relative to competition by measuring tangibility at various levels such as product class, brand, segment and thus develop specific strategies for improvement. Provides a scale, based on three empirical studies, for measuring tangibility and shows how the results can be used strategically.Keywords
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