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Essay Details:
Essay text:
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. 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...
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