Scenario 13.2 Use the following to answer the questions.Kaycee Petit needed to find a new company to prepare her tax return this year. Kaycee looked in the yellow pages of the phone book, and went on the Internet to find information about any tax preparers in the area. She found the names and numbers of several accountants, as well as the popular HR Block and Jackson Hewitt. Since Kaycee had a somewhat complicated financial situation, she decided on using an accountant rather than the two popular companies. Kaycee found the websites of three of the accountants, but the other two were not on the Internet. She visited the offices of the three accounts who had websites. The first office was in a somewhat "seedy" part of town, but had a nice interior and a receptionist. The second office was in a nicer part of town, but did not have any employees other than the accountant, and had old furniture and old carpet. The third office was all around in better condition and Kaycee felt better about its accountant, so she decided on him.
-Refer to Scenario 13.2. When Kaycee looked in the yellow pages and on the Internet for information on the accountants in the area, she was most likely using ____ qualities to evaluate the accountant service.

Question

Quizplus · Accepted Answer

Kaycee's use of the yellow pages and the Internet to find a tax preparer suggests that she was using search qualities to evaluate the accountant service. Search qualities refer to the tangible characteristics of a product or service that a customer can observe before making a purchase. In this case, Kaycee was assessing the physical location, appearance, and accessibility of the different accountants she found, rather than relying on their reputation, expertise, or other less observable qualities (credence, product, service quality, assurance).