Читать книгу A Customer-oriented Manager for B2B Services - Valerie Mathieu - Страница 57

Services are intangible. We cannot use our five senses to approach them. One cannot see, touch, smell, hear or taste a consulting service or a technical maintenance service as one can for raw material or a machine tool. This is the physical dimension of intangibility. The second dimension of intangibility is of a mental nature; the client has difficulty in forming an idea of the service he or she is really going to obtain, in appreciating its quality before the realization of the service and sometimes even after. From the client’s point of view, the perception of risk stems from this uncertainty attached to the purchase of a service.