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Topic: Characteristics of Service Quality to delight customersSupplements for Lecture 13 /14     


 Learning Objectives:

  • To probe into characteristics of service quality that delight customers
  • To acquaint students with practical application of dimensions of service quality




The fundamental point of difference between products and services is the fact that services are intangible i.e. cannot be seen felt or touched while products are tangible. The important implication of intangibility is evident in the purchase process of a service. The purchase process of legal services is quite different from purchase process of an air conditioner.

Similarly purchase process of a bank in which you are going to open a bank account requires a lot of discretion and deliberation on the part of the account opener for the reason that services are deeds and processes; they cannot be seen, felt, or touched. Services are abstractions which cannot be directly examined before they are purchased. In the case of a bank the services and benefits that a customer receives are all intangible in nature and character.



 Being a marketing manager at a bank, suggest 5 ways ambiguity introduced by the intangibility dimension in the services offered by the bank can be minimized.

You are not to discuss the element of product here by way of mentioning attractive rates and schemes. The focus of your question is not designing attractive schemes but rather ways and means that could minimize the intangibility of banks

It is an application based exercise and you are required to apply your knowledge on the selected industry. You are required to suggest ways in which intangible service like banks could be tangibilised e.g. décor or customer relationship techniques could be one effective way in which the ambiguity produced by characteristic of intangibility can be minimized. The question requires you to be original and creative so do not copy from any internet source otherwise you will be straightaway marked as Zero. Any data, text or material copied from students’ blogs will not be entertained.


Learning Outcomes:

  • To acquaint students with a problem confronted to marketing manager regarding the obscure nature of services represented by the Characteristic of intangibility.
  • To encourage students to devise a solution to the problem by concentrating on SERVQUAL dimensions.

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Three-Dimensional Scale of Intangibility

As new information technologies are being developed, so have new generations of information products. Because these new products appear highly intangible, this renews the debate about intangibility as defined in the marketing literature, which has traditionally considered it as a uni dimensional or two-dimensional construct and has associated it almost exclusively with services. The objective of this study is to show that intangibility is a three-dimensional construct. A survey was conducted, and structural equation modeling analyses were used to test the proposed scale. Results showed that intangibility is indeed composed of three dimensions: mental intangibility, physical intangibility, and generality. The scale was then applied to some goods and services, and it was found that some goods appear to be less tangible than many services. These results suggest the need for some changes in how service marketing research is carried out and how managers deal with the “intangibility” of their services.


it is not the answer



Communication material
Physical Representation
People Involvement
 Abstractness-E.g.- abstract concepts such as financial security,expert advice or safe transportation.
Generality-E.g.- airline seats, flight attendants, cabinservice.
Nonsearchability-E.g.- physical attributes, such as the appearanceof a health club and equipment installed, can bechecked in advance but the not the experience of  working with a trainer


ye kia answer hy 

question main us ny pocha hy k as a bank manger bank service main jo ambiguity create hoti hy intengible dimention ki waja sy us ko kam krny k 5 methods btany hain 

ap is solution ko thora eloborate krain


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