Because of services' intangibility, consumers have a greater difficulty in judging the quality of a service prior to a purchase than they would for a good.

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Because of services' intangibility, consumers have a greater difficulty in judging the quality of a service prior to a purchase than they would for a good because the service cannot be seen, touched, or smelled prior to the purchase.

Because of Services' Intangibility, Consumers Have a Greater Difficulty in Judging