A customer who is interested in the self-service option would find which of the following dimensions of service most important?
A) Risk involvement.
B) Customer's control of the situation.
C) Amount of time involved.
D) Efficiency of the service process.

Question

Quizplus · Accepted Answer

The customer's control of the situation is the most important dimension of service for customers who are interested in the self-service option. These customers want to have control over the service process and prefer to handle tasks on their own rather than relying on service providers. The self-service option allows customers to take control of their own service experience, which is why the level of control customers have is important to them. Efficiency of the service process and the amount of time involved are also important to these customers, but not as important as having control over the situation. Risk involvement is not a significant factor in this context.

A Customer Who Is Interested in the Self-Service Option Would