Fred White has just accepted a sales position with the ABC Health Maintenance Organization, a major provider of health care services. He had been selling medical supplies for some time and found that he understood how customers bought medical supplies. Which of the following is likely to be a characteristic of the health care service purchase?
A)The buyer does not participate in producing the service.
B)The quality of services can be predetermined in a similar manner to tangible products.
C)Customers are engaged in a low involvement purchase process.
D)A consumer may not have the ability to judge the quality of medical care service even after the service has been provided.

Question

Quizplus · Accepted Answer

The healthcare service purchase can be considered a high involvement purchase process because the customer's health and well-being are at stake. Additionally, unlike tangible products, the quality of healthcare services is difficult for a consumer to determine before or after the service has been provided, making it challenging for them to judge the quality of the service. The buyer also does not typically participate in producing the service.

Fred White Has Just Accepted a Sales Position with the ABC