The Intangibility of Services: Measurement and Competitive Perspectives
Gordon H.G. McDougall
(Professor of Marketing at the School of Business and Economics, Wilfrid Laurier University, Ontario, Canada.)
Douglas W. Snetsinger
(Assistant Professor of Marketing in the Faculty of Management, University of Toronto.)
2016
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