Intangibility is used in marketing to describe the inability to assess the value gained from engaging in an activity using any tangible evidence.[1] It is often used to describe services where there isn't a tangible product that the customer can purchase, that can be seen, tasted or touched.[2]
Other key characteristics of services include perishability, inseparability and variability.
When a customer is buying a services, he perceives a risk related to the purchase. In order to reassure the buyer and build his confidence, marketing strategists need to give tangible proofs of service quality.[3] Because of service intangibility, consumers are less likely to switch brands or try new ones.[4]