cess and outcome of service delivery.
             In many instances, the outcome of service delivery is, in fact, a tangible product, and a "bundle" of goods and services is the product offering of a business. The goods/services bundle refers to the inseparable offering of many goods and services (Gronroos, 1977; Levitt, 1980, 1981). This fact, which has been recognized in the classification scheme of others, suggests that the conceptualization of "the bundle" may not be separable in the consumer's evaluation of service quality. Highly tangible goods are placed at one end of the continuum, highly intangible services are placed at the opposite end of the continuum, and the goods service bundle is located somewhere in between the two. To the extent that this bundle represents some quantity of service, the concept of bundling of goods and services should be addressed in the context of the intangibility discussion.
             Adrift in numerous service classification schemes, marketers have been looking at the nature of services through the increasing fine lens of the microscope. They have lost the macroscopic view which ultimately defines the service-product difference: intangibility. Because of this, marketers are unable to define the exact nature of the problem of purchasing and producing services, and therefore seem unable to develop a standard set of guidelines and instructions on the delivery of service quality.
             None of the theorized classification schemes for services has been successful in reducing the complexities of producing and consuming services to a manageable set of characteristics. In addition, little emp
             ...