Marketing-Based Tangibilisation For Services

Essay specific features

 

Issue:

Business

 

Written by:

Edward C

 

Date added:

April 7, 2016

 

Level:

University

 

Grade:

A

 

No of pages / words:

39 / 10678

 

Was viewed:

5590 times

 

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Essay content:

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...
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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. Statistical evidence confirms the reliability, and discriminate and convergent validity of the scale...
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