A difference in informational influences: Services vs. goods

The literature provides little insight as to whether a difference exists between the marketing of services and goods. Most textbooks do not address the issue of possible differences. Their neglect of the topic would seem to indicate a working hypothesis that services and goods do not differ in any meaningful way. Authors of articles and books that do address the service issue typically dwell on implied differences between goods and services. Wyckham (1975) has concluded that “in terms of marketing, services are not different from products (goods).” Wyckham’ argument and most of the other services literature, however, is non-empirical and provides little guidance as to whether a difference between goods and servicesactually exists.