Service marketers make promises to customers, suggesting that the customer place some degree of trust in the service provider. In this way, service marketers are trying to address the challenge of the service characteristic of
A) perishability.
B) heterogeneity.
C) inseparability.
D) intangibility.
E) customer contact.

Question

Quizplus · Accepted Answer

The challenge being addressed by service marketers in making promises to customers and trying to gain their trust is the intangibility of services. Services are intangible in nature and cannot be experienced or evaluated before consumption, which makes it difficult for customers to determine their quality or value. By making promises and building trust, service marketers attempt to overcome this challenge and provide customers with a sense of confidence and reassurance regarding the quality of the service.

Service Marketers Make Promises to Customers, Suggesting That the Customer