Intangibility of services and customer perceived quality ratio in the jsc "maxima lt" retail industry

Intangibility of Services and Customer Perceived Quality Ratio in the JSC "Maxima LT" Retail Industry It is a challenge to define an unambiguous definition of a service concept due to it’s wide usage. In additional, services can be described by such features as perishability, inseparability, heterogeneity, and intangibility - most problematic and the biggest differentiator from the product. The biggest problem of the intangibility is that by definition it means that it could be felt, but not touched. Also, the risk of pricing arises for both sides – the consumer and the supplier. The supplier could attract consumers only if their expectations are satisfied. However, it is not an easy exercise to find out what the expectations are, because consumers are not certain what they might expect from the service. Despite that the supplier must always research customer needs. The supplier has to make the services as tangible as possible. For this purpose there several methods identified. First, an association with a representing symbol could be created. Secondly, service could be visualized. Thirdly, the service could be represented by a physicals attributes. The purpose of the work is to determine the impact of services intangibility and customer’s quality evaluation in Maxima Lt, LLC business using scientific literature and articles and make improvement proposals. Purpose of the research is to define what effect of Maxima LT, LLC service intangibility has on customer quality evaluation. Research was conducted using indirect survey – questionnaire. Questionnaire was answered by Maxima LT, LLC customer. Research revealed that Maxima LT, LLC does not know its typical customer based on what small household appliances and technical quality attributes have to be improved