Compare and contrast search quality, experience quality, and credence quality. Describe their significance for the marketing of services.
What will be an ideal response?
SEARCH QUALITIES are characteristics that can be easily determined before purchase. The emphasized tangible characteristics of a service would be evaluated by the consumer in this case. Automatic versus standard transmission in a car, the color of the new paint on a house, or the size of a hamburger at a fast-food restaurant are all examples of search components.
EXPERIENCE QUALITIES are those that can only be discerned after purchase or during consumption. Services such as restaurants, housecleaning, and haircuts would fit in this category.
CREDENCE QUALITIES are associated with specialized services for which the consumer might not have the experience or expertise to evaluate service quality even after consumption. Legal, tax, and medical services have credence qualities.
These characteristics make it harder for marketers to communicate the benefits of an intangible service than to communicate the benefits of tangible goods. Thus, marketers often rely on tangible cues to communicate a service's nature and quality.
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