Marketing-Based Tangibilisation For Services
Marketing-Based Tangibilisation for Services
DAVID D. C. TARN
This study attempts to explore how to decrease the intangibility of
services by marketing-based activities, rather than the conventional perspective
based on operational activities. Based on the literature, this
study builds a four-element model to circumscribe and define the managerial
problems caused by the intangibility of services. Moreover, this study
proposes four strategies to raise consumers’ sense of tangibility toward
services, namely Quantitation/Ranking, Factualisation/Substantialisation,
Word-of-Mouth Effect, and Information Frequency. Following this,
three services, i.e., cafeteria, extension education, and ophthalmology
services, are selected as scenarios to conduct the experiments. The
results indicate that the four strategies can improve the tangibility of
services sufficiently, especially Quantitation/Ranking. This study also
builds a three-construct, nine-item Services Tangibility Scale......
View the rest of this paper...
Approximate Word Count: 10010
Approximate Pages: 41 (250 words per double-spaced page)
Why should you join Frat Files?
- - It's safe, secure, and private.
- - Instant access to over 100,000 papers. New papers are added hourly.
- - Fast and reliable customer support.
Similar Essays
-
Marketing-Based Tangibilisation For Services
Marketing-Based Tangibilisation For Services. Marketing-Based Tangibilisation
for Services DAVID DC TARN This study attempts to explore ...
Frat Files
Members
Information
