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Service MKT chap 2 (Perceived Risk (Functional Risk, Time Risk, Financial…

- - - - Once the customer knows what they need, they search for what will fulfil their needs
    - - Multi Attribute Model
        
        Comparing the alternatives by the attributes such as quality, place, convenience, price.
      - Service Attributes
        
        Search Attributes
        
        Tangible characteristics that can be evaluated before purchase. Example from restaurant: type of food, type of restaurant
        
        Experience Attributes
        
        Can't be evaluated before purchase. Evaluation based from the experience
        
        Credence Attributes
        
        Characteristics that are difficult to evaluate
      - Perceived Risk
      - Service Expectations
  - - - Negative
      - Positive
      - Confirmation of expectations
  - - - High Contact
        
        Include direct contact with consumers. People are exposed to the cues of the organisation such as exterior & interior of the building. Example: Restaurant, hospital.
      - Low Contact
        
        Little physical contact between customers and service providers. Example: online shopping