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That a service is intangible is irrelevant. The service affects changes on tangible items: a car wash affects your car, a haircut affects your hair, an investment advisor affects your money. The lack of tangibility is a difference, but that difference is irrelevant for the marketer. Value is something that is ascribed by the customer, whether it comes from a single product, a portfolio of products or a single person providing a service. Ultimately, these differences are superficial because the customer will always look for the same things quality and value

The notion that services are not comparable is absurd. For this to be true, a service would need to be in a monopoly. It is easy to compare your current haircut with your last, your current lawyer with your friends lawyer. Customers constantly compare services, just as much as they compare television sets at the store. That products are returnable is true, but marketers should not operate on the assumption that defects are acceptable. Indeed, the likelihood of a problem occurring and the ease of replacement of that product or service should be only a minor factor in a marketing program. Customers, after all, expect things to

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