Explain the role of "promises" and "trust" in the successful marketing of a service.
What will be an ideal response?
The characteristic of intangibility makes it difficult for customers to evaluate a service prior to purchase. Intangibility requires service marketers, such as hairstylists, to make promises to customers. The customer is forced to place some degree of trust in the service provider to perform the service in a manner that meets or exceeds those promises. Service marketers must guard against making promises that raise customer expectations beyond what they can provide. To cope with the problem of intangibility, marketers employ tangible cues, such as well-groomed, professional-appearing contact personnel and clean, attractive physical facilities, to help assure customers about the quality of the service. Service companies must be careful not to promise too much regarding their services so that customer expectations do not rise to unattainable levels.
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A. identification B. formal education C. experience D. employee assessment
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Answer the following statement true (T) or false (F)