Services and goods characteristics: Myths, Perspectives, and Inversions - Intangibility
3 important questions on Services and goods characteristics: Myths, Perspectives, and Inversions - Intangibility
What is the myth of intangibility?
The primary distinguishing characteristic of services in relation to goods is normally considered to be intangibility. Despite the appealing nature of such a clearcut line of demarcation, at worst it does not hold up, and at best it has little or no relevance.
What is the perspective of intangibility?
A more central weakness with differentiating services from goods in terms of tangibility is that the distinction represents the producer's orientation, rather than the consumer's, and thus what should be the marketer's orientation.
What are the inverted implications?
The marketing implication that has most often been associated with the intangibility distinction is that service marketing managers should strive to "tangiblize" their offerings or at least to provide tangible representations of the service.
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