When a customer favourably evaluates a dental service because of the dentist's reputation and willingness to listen to his or her needs, which two dimensions of service quality is the customer primarily using to form his or her opinion?

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appreciate the major challenges in the marketing of services. Reputation is an evaluation criteria which is associated with assurance (trust and confidence in the service provider). A willingness to listen to the customer's needs is an evaluation criteria which is associated with empathy (care and attentiveness) (see table 11.1).

When a Customer Favourably Evaluates a Dental Service Because of the Dentist's