Because services are intangible by nature, marketers should downplay the tangibles associated with a particular service (such as facilities or employees).

Question

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Services may be intangible, but the tangibles associated with a service (such as facilities, employees, equipment, etc.) can still play an important role in consumers' perceptions and evaluations of the service. Marketers should not downplay these tangibles, but rather enhance and highlight them to create a positive service experience for customers.

Because Services Are Intangible by Nature, Marketers Should Downplay the Tangibles