無形性

無形性（）指缺乏可觸及之屬性，從而難以評估服务质量Bateson, John E. G. (1979), Why we need service marketing, in Conceptual and theoretical developments in marketing,  O. C. Ferrell, S.W. Brown, & C. W. Lamb Jr., eds. Chicago, IL: American Marketing Association, 131–146.Laroche, Michel, Jasmin Bergeron, & Christine Goutaland (2001), A three-dimensional scale of intangibility, Journal of Service Research, 4(1), 26–38.Mittal, Banwari (1999), The advertising of services: Meeting the challenge of intangibility, Journal of Service Research, 2(1), 98-116.，而服務的其他關鍵特徵包括易逝性、不可分割性和易變性Zeithaml, Valarie A., A. Parasuraman, & Leonard L. Berry (1985). Problems and strategies in services marketing. Journal of Marketing, 49(2), 33-46.。

 參考資料 

Category:營銷類型
Category:服務業