An advertising campaign for a resort on the Whitsunday islands invited consumers to, "Come for the first time experience; Come again to prove that we are as great as you remember!" This message is attempting to address the service characteristics of:

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The message is addressing the characteristic of variability, which refers to the potential for the quality of services to change each time they are delivered. By inviting consumers to come again to prove the resort is as great as they remember, the campaign acknowledges and challenges the idea that the service experience may vary from one visit to another.

An Advertising Campaign for a Resort on the Whitsunday Islands