摘要
由于服务具有无形性,相对于有形的物质产品,消费者在选择和评价服务时更显得缺少判断线索。基于此,从企业形象、服务环境和服务接触三个层次来构建服务“有形展示”系统,并且了解三者是如何影响消费者行为的,进而克服服务无形性的负面影响。
Compared with the tangible physical product, service is intangible.There is little for consumer to rely on in choosing or appraising service. The paper dicusses the system of showing tangibilities in terms of corporate image,servic eenvironment and service contract. It explains how they influence consumer behavior to overcome negative effect caused by serve invisiblity.
出处
《商业研究》
北大核心
2006年第9期208-212,共5页
Commercial Research
关键词
服务
无形性
有形展示
service
intangibility
tangiblity
