Service intangibility means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. For example, people undergoing cosmetic surgery cannot see the result before the purchase. Airline passengers have nothi9ng but a ticket and a promise that they and their luggage will arrive safely at the intended destination, hopefully at eh same time. To reduce uncertainty, buyers look for “signals” of service quality. They draw conclusions about quality from the placer, people price, equipment, and communications that they can see.
Definition