Exam 13: Services: the Intangible Product

Professor Thompson is a seasoned professor. When students seek her out to advise them, she never turns them away because she believes that with all her years of experience, she can help them. The students, in turn, are confident in her and trust her advice. For these students, ________ is the most important of the five service quality dimensions.

When marketers say that services are ________, they are referring to the fact that services cannot be touched, tasted, or seen, like a pure product can.

With regard to how technology affects service standards, discuss the low tech, high effort quadrant in the technology matrix.