how the company markets its services on the web site, versus how a manufactured good would be marketed, by identifying their approach to:

Intangibility (How does the web site appear to overcome the intangibility factor?)

Inseparability (What is presented in the web site that connects the target market with the experience?)

Variability (How does the web site convey that there is consistency in experience delivery?)

Perishability (What elements within the web site convey urgency for the target market to take action