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| Topic: |
Business
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| Number of pages / Number of words: |
39 / 10678 |
Essay's paper body
Other articles, such as SERVQUAL of Parasuraman et al. [1988],
emphasise the value of tangibility [Shostack, 1977, 1984; Murdick et al., 1990].
Even further, INTERSERVQUAL (for internal marketing) still involves tangibility
as the essential element [Frost and Kumar, 2000]. Thus, tangibilisation plays an
essential role in services-related fields...
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Thus, tangibilisation plays an
essential role in services-related fields.
Probably because consumers pay less attention to in/tangibility [Zeithaml et al.,
1988; Reeves and Bednar, 1995], most studies in the literature still focus on operationbased
tangibilisation (OBT) while neglecting to treat it with a marketing-based
tangibilisation (MBT)...
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General points of the essay
Marketing-Based Tangibilisation For Services
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