...Katarina Hellén; Johanna Gummerus Purpose Service scholars have questioned the usefulness of the concept of tangibility/intangibility as a characteristic of services for two reasons: first, it is ambiguous and does not differentiate between services and goods; and second, because all offerings...

... and security of tires are the principal arguments which are used to build the image of the manufacturer. In the case of service industries, the association between corporate image and a company’s offering is much more difficult to pinpoint because of the intangibility of the service. From this perspective...