Marketing Intangible Products and Product Intangibles
- 1 August 1981
- journal article
- research article
- Published by SAGE Publications in Cornell Hospitality Quarterly
- Vol. 22 (2) , 37-44
- https://doi.org/10.1177/001088048102200209
Abstract
When you ask prospective customers to buy promises —as all service-oriented firms do - you must provide metaphorical reassurances of quality and "industrialize" the service-delivery processKeywords
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