When customers experience difficulty evaluating products or services prior to making a purchase, such as is the case with professional services, there is evidence that:
A) customers will rate the quality higher and be more satisfied.
B) customers will rate the quality lower and be less satisfied.
C) customers will seek out more information about the product.
D) customers will defer their judgements and postpone purchase.
E) none of the above

Question

Quizplus · Accepted Answer

When customers have difficulty evaluating professional services, they tend to rely more heavily on cues such as brand reputation or personal referrals. This can lead to a positive bias in their evaluations of the service, resulting in higher quality ratings and greater satisfaction.

When Customers Experience Difficulty Evaluating Products or Services Prior to Making