Because the Coffee Collective is a service organization, what it provides tends to be more of a performance than a product. Because of this, Martha must demonstrate to customers the benefits of visiting the Coffee Collective in order to overcome the of services.

“intangibility”

Explanation:

In case of services customers evaluate the value of services on the basis of their experience. This is because experience of a customer is the tangible proof for the quality of service being provided by an organization to its customers.

When Martha is demonstrating to customers the benefits of visiting the Coffee Collective she is just providing adequate tangible proof of good service. This will ensure repeat customers for her.

c

explanation: