The concept of intangibility revolves around the
customers. Intangible services are those that cannot be measured. Service
intangibility is present in every organization. Due to this, the customers find
it hard to select which firm gives better service.
There are a number of clues that are joined by
customers to measure the intangibility of service. If the market
positioning is
strong then the service intangibility will be less. Customers do not know the
service they will get. Their expectations are always high. In order to create
value, company must come up to the expectations of the customers and delight
them. Intangibility is considered one of the basic concepts of services.
Under this concept we understand that customers cannot
really judge the quality of service because of its intangible nature. A few
examples are given in this regard. Services can either be tangible or then
become intangible. For instance before a customer purchases a golf course to
provide service to the golfers, he/she can go and see the golf course. This is
more like tangibility of an intangible service.
Once the purchase is made, the golfers coming to
play their will get an intangible service. It is therefore very hard for
customers to see what quality service they are being given.The customers find it difficult to understand
intangibility since they cannot touch it or measure it. This also makes more confusion in their minds
about the service level they should expect from a certain firm. It becomes hard
for customers to differentiate between different brands regarding the service
level due to its intangible nature.
A lot of concepts
were introduced in this regard. Market strategies are made to make the
intangible service tangible so the customers can measure it and compare. This
paper will examine the concept of intangibility and a discussion will follow
regarding the creation of value by overcoming intangibility
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