Intangibility refers to the lack of palpable or tactile property making it difficult to assess service quality.
Drawing on construal level theory, Ding and Keh (2017) investigated when and why intangible versus tangible attributes would be more influential in service evaluation.
In order to reassure the buyer and build their confidence, marketing strategists need to give tangible proofs of service quality.
[9] In addition, there is evidence that certain service industries already apply intangibilization versus tangibilization strategies as a function of construal level.
In contrast, a catalog or mail order retailer that does not have a physical outlet should emphasize intangible attributes such as responsive service and assurance of product delivery to attract customers.