Question

Select three services, one high in search attributes, one high in experience attributes, and one high in credence attributes. Specify what product characteristics make them easy or difficult for customers to evaluate and suggest specific strategies that marketers can adopt in each case to facilitate evaluation and reduce perceived risk.

Answer 1

answer-

Search attribute is a way that customers can use to evaluate the service before making the decision to buy.the example of service which is high in search attribute. like Clothing when you go to shopping mall and see there are many colors, designs and try on then see if you are satisfied or not.

Experience attribute is the experience that the customers can get after purchasing the service . the example of such attribute is that when you purchase holiday package and when you come from holiday either you get good experience or bad experience after the purchase.

The credence attribute comes when customers face hard time evaluating the service even after consuming it, therefore, they need to trust that the service is performed “at the promised level of quality” . the example of this would be getting professional service like if you have done any crime and hire a lawyer but not sure that your lawyer will win your case even after getting his services.

The characteristics which make them difficult for customers to evaluate is their reliability means their the quality of being trustworthy or of performing consistently well. second customers want services which has ease to use if they are difficult to use then it cause issues.after customer support is also the main factor because you want a product or service which can give customer support after the purchase. if it is not present then it affects their buying decisions.like you purchase a package of holiday and company is not helping you if you have issue on holiday.

the marketers first provide demonstrations for services which can take time to customers to think like if customer needs massage then it can provide free massage for trail so that he can make decision. marketers can Allow customer to preview the service through websites, brochures . have trained and skilled staff who can influence their decision like greeting them, offer high quality service at store etc.provide 24/7 customer support and offer money back guarantee is customer is not satisfied like strategy.