In my
point of view, Services do not have tangible features that will appeal to the
consumer’s sense of sight, hearing, smell, taste and touch. Because they are
intangible, services are more difficult to demonstrate at a trade fair, to
display in retail stores and to illustrate to sample services or to use many
other forms of sales promotion. Consequently imaginative personal selling is
usually essential in the marketing of services.
A second consequence of intangibility is that
buyers are often unable to judge the quality of a service prior to purchase.
Reputation of the service vendor then becomes a key factor in the buyer’s
decision.