Intangibility

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Intangibility is used in marketing to describe the inability to assess the value gained from engaging in an activity using any tangible evidence.[1] It is often used to describe services where there isn't a tangible product that the customer can purchase, that can be seen, tasted or touched.[2]

Other key characteristics of services include perishability, inseparability and variability.

Marketing Implications

When a customer is buying a service, he perceives a risk related to the purchase. In order to reassure the buyer and build his confidence, marketing strategists need to give tangible proofs of service quality.[3] Because of service intangibility, consumers are less likely to switch brands or try new ones.[4]

References

  1. ↑ Palmer, Adrian (2000). Principles of Marketing. Oxford: Oxford University Press. p. 631.
  2. ↑ Palmer, Adrian (2000). Principles of Marketing. Oxford: Oxford University Press. p. 221.
  3. ↑ Flipo, Jean-Paul (1988). "On the Intangibility of Services". The Service Industries Journal: 287.
  4. ↑ Tarn, David (2005). "Marketing-Based Tangibilsation for Services". The Service Industries Journal: 750.


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