Marketing-Based Tangibilisation For Services
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Title: Marketing-Based Tangibilisation For Services

Essay Details:

Subject: Business
Author: Sharon S
Date: March 26, 2016
Level: University
Grade: A
Length: 36 / 10678

Essay text:

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 to measure consumers’ perceptions of tangibility toward a particular service...

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