Services Marketing 6th Edition by Valerie Zeithaml,Mary Jo Bitner,Dwayne Gremler

Exercise 3

Choose two very different firms (different market segments or service levels) in the same industry. Observe both establishments. Describe the service "package" in both cases. How does the package help distinguish the two firms? Do you believe that the package sets accurate expectations for what the firm delivers? Is either firm overpromising through the manner in which its servicescape (or other types of physical evidence) communicates with customers?