| Abstract: | ABSTRACT This study involved two primary objectives. First, since no multi-item measure of perceived tangibility/intangibility of service offerings has emerged in the services literature, one is proposed. Second, the measure is used to classify service offerings according to the level of perceived tangibility/intangibility of their salient attributes and desired benefits. The resulting services taxonomy is intended to help guide services marketers with their positioning and promotional decisions relating to the need for overcoming the problem of service intangibility. |
