A dermatologist has her diplomas prominently displayed above her large desk, which sits on a Persian rug in an office filled with tasteful, yet expensive furnishings. Which of the following service characteristics is the doctor trying to handle with her office décor?

Question

Quizplus · Accepted Answer

Since customers cannot see, touch, or feel what is being sold, the intangibility of the service can sometimes be a concern for customers in trying to decide whether to buy or not. Having tangible symbols, such as the earned degrees on the wall, helps to give confidence to the customer about the dermatologist's credentials. The elaborate furnishings are a subtle way of exuding success and accomplishments, giving the customers additional confidence in the services they are about to purchase.

A Dermatologist Has Her Diplomas Prominently Displayed Above Her Large