From intangibility to tangibility on service quality perceptions: a comparison study between consumers and service providers in four service industries

Abstract

Introduction ± intangibility as a key service characteristicThe literature highlights intangibility as one of the fundamental characteristics of services (Wolak et al., 1998). Cowell (1984) noted that services are: . . . not possible to taste, feel, see, hear or smell before they are purchased. Tangibility as a service quality dimensionWithin the service quality literature, it is generally agreed that service quality is a multidimensional concept that can mean different things to different people (Mersha and Adlakha, 1992). Tangibles constitute one of the few dimensions to have been consistently adopted by different researchers in their research of service quality (Gro È nroos, 1984;Lehtinen and Lehtinen, 1991;Parasuraman et al., 1985). The term`t angibles'', or``physical quality'', usually refers to the tangible elements of the services ± including the appearance of the physical facilities, tools and equipment, personnel, communication materials, other physical features used to provide the service, and other customers in the service facility. Lehtinen and Lehtinen (1991) further divided their`p hysical quality'' into physical product (a good or goods consumed during the service production process) and physical support (the The author

Stakeholder Preference and Stated vs Derived Importance Satisfaction Research

“…As has been observed in other studies, tangibility of the service element has a positive impact on its perceived importance (Santos 2002). In other words, tangible indicators of service are rated as most important because they put less cognitive 'load' on customers' discriminatory faculties.…”

“… Tangibility of the service element appears to have a positive impact on the perceived importance of the dimension (Santos 2002). …”

The first impression in a fine-dining restaurant. A study of C Restaurant in Tampere, Finland

“…These five senses of humans, such as the sense of smell, hear, see, feel, and touch, can build a customer's perspective on the quality of the fine-dining restaurant (Santos, 2002). Non-human aspects in the restaurant service are mechanic clues, such as the ambiance of the restaurant, design, and so on.…”

“…If the restaurant has their own unique design and colour, it will enhance the customer's purchase power (Berry, Wall, & Carbone, 2006). The atmosphere of a restaurant is included in the mechanic clues because it is something that a customer can feel by their senses (Santos, 2002). The objective physical factors are categorised into three groups: visual clues, auditory clues, and olfactory clues (Lin, 2004).…”

Extension-Based versus Creation-Based Strategies in Tangiblizing e-Brands: A Preliminary Study

“…Perceived intangibility is perhaps the major threat that was detrimental to service quality and customer acceptance (Parasuraman, et al, 1988;Santos, 2002) because customers may expose to a higher level of risk (Flipo, 1988), anxiety (Rushton & Carson, 1989), uncertainty (Trivedi & Morgan, 2003). As a result, customers were forced to sacrifice some processes of evaluating and assessing alternatives with competing services (Rushton & Carson, 1989;McDougall & Snetsinger, 1990).…”