- ‘Tangibalising’ an intangible (service) is a challenge all service marketers’ face. Taking the airline industry as an example, which brands do you think have particularly effective at this and why?
- Employees play a pivotal role in services brand delivery. Aligning employees’ and brand values is of particular note. What challenges could this create and how would you address them?
- Select an online service brand you are familiar with (avoid airline industry). Identify and discuss three ways the brand could increase the tangibility of its service.
- Recall a service experience you had in the last month. Using the five components of SERVQUAL discussed in the section ‘Consistent Service brands through staff’, describe how the service employees you encountered influenced your perception of the service.
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