Lecture 2

Question 1

What or who is the direct recipient of the service (tangible actions x people)

Answer 1

People processing

Question 2

What or who is the direct recipient of the service (tangible actions x possessions)

Answer 2

Possession processing

Question 3

What or who is the direct recipient of the service (intangible actions x people)

Answer 3

Mental stimulus processing

Question 4

What or who is the direct recipient of the service (intangible actions x posessions)

Answer 4

Information processing

Question 5

People processing

Answer 5

Involvement customer

Investment in time and effort

Process/output –> advantages

Non-Financial costs (time, mentally/physically, fear/pain)

e.g. Public transport, health service and sports club

Question 6

Possession processing

Answer 6

Separate consumption/production

Involvement customer

e.g. Freight transport, repair service, storage and cleaning service)

Question 7

Mental stimulus processing

Answer 7

Thoughts/memory/attitudes

Involvement customer

Active vs passive presence

Information transformation

E.g. education services, information services, psychotherapy

Question 8

Information processing

Answer 8

Tangibility

Involvement customer (habits + tradition not operational process)

e.g. accountants, research, consultancy and lawyers

Question 9

types of attributes (search attributes)

Answer 9

Mainly goods some service

Question 10

Types of attributes (experience attributes)

Answer 10

Some goods mainly services

Question 11

Types of attributes (Credence attributes)

Answer 11

quality characteristics that cannot be judged or assessed independently by buyers at the time of sale through search (e.g., price, appearance) or experience (e.g., taste, texture) [9] without additional, often costly information [10,11].

Some goods mainly services

Question 12

Stages in service consumption (service customer)

Answer 12

1. Orientation
2. Choice
3. Consumptino (specification, operation and completion)
4. post consumption evaluation

Question 13

Stages in service consumption (service provider)

Answer 13

1. Attraction
2. conversion
3. delivery
4. retention

Question 14

Heterogeneity (information search)

Answer 14

High risk

Probability of negative consequences * severity of consequences

Question 15

information search (intangibility and experience credence –>

Answer 15

High uncertainty

Extent to which outcomes are unpredictable