This chapter has explained the difficulties faced by "service only" companies and the intangibility issues. At least in our physical world when we consume these service products we still have some tangibles we can depend on to help us evaluate a service. By visiting an office, speaking to a "real" person, viewing the activity of the service environment, experiencing the ambience of the physical environment - are the tangibles that help consumers evaluate, and make judgements of the service product.
What do you think online service providers should do to overcome the "super-intangibility" (no physical space) of an online service to ensure customer satisfaction and build customer loyalty?