The Intangibility of Services: Measurement and Competitive Perspectives
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
Citation
McDougall, G.H.G. and Snetsinger, D.W. (1990), "The Intangibility of Services: Measurement and Competitive Perspectives", Journal of Services Marketing, Vol. 4 No. 4, pp. 27-40. https://doi.org/10.1108/EUM0000000002523
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited