Consumers look closely at service quality when comparing competing services because
A) they perceive all services to be essentially the same.
B) they typically have very few services from which to select.
C) all services are priced about the same.
D) quality is the only relevant service characteristic.
E) services are very difficult to evaluate.

Question

Quizplus · Accepted Answer

Services are intangible and cannot be evaluated before purchase as easily as goods, making quality a critical factor in consumer decision-making.

Consumers Look Closely at Service Quality When Comparing Competing Services