MoS Application Exercises

1. Select 3 services: one high in search attributes, one high in experience

attributes and another high in experience attributes. Specify what product
characteristics make them easy or difcult for consumers to evaluate
suggest speci!c strategies that marketers can adopt in each case to facilitate
evaluation reduce perceived risk.
A) SERVICE HIGH IN SEARCH ATTRIBUTES: "pparels
FACTORS HICH MA!E EVA"UATION #IFFICU"T:
"vailability of many options
#arying price ranges
$ack of knowledge of material %uality
&hanging fashion trends
'eer pressure( social acceptability
)eturn( exchange policies of the seller store
STRATEGIES TO HE"$ EVA"UATION:
*nclusion of supplementary services like aide in selection, sharing knowledge
on material %uality, etc.
+raining of selling sta, to facilitate buying decision for customers
-acilitate presentation of information and inspection
Smooth exchange(return policies
.iscount on future purchases
/elcome customer reviews
B) SERVICE HIGH IN E%$ERIENCE ATTRIBUTES: 0aircut
FACTORS HICH MA!E EVA"UATION #IFFICU"T:
0aircut is a highly intangible service. So its outcome can be evaluated only
during or after the service encounter.
"bsence of consistency of service in every service encounter.
*f the expectations of customer are not met, it leads to dissatisfaction.
*t is difcult to evaluate the pricing of the haircut so obtained.
'ast experiences of other customers is the only reference point for making
decision.
Social )isk: how friends and peers would react to the particular haircut.
STRATEGIES TO HE"$ EVA"UATION:
0ire experienced and well %uali!ed sta,.
1aintain a portal where customers can share their experiences. +his will
make the customers feel empowered and good reviews would attract more
customers.
"sk the customers their expectations and try to meet them.
2,er discounts to the regular customers.
C) SERVICE HIGH IN CRE#ENCE ATTRIBUTES: &omplex surgery
FACTORS HICH MA!E EVA"UATION #IFFICU"T:
'hysical )isk: risk of physiological harm or loss of life.
-inancial )isk: risk of monetary loss or unexpected extra costs.
-unctional risk: risk of having unsatisfactory performance if the problem
persists even after the surgery.
&redibility or goodwill of the hospital(doctor is the only benchmark to decide
for a particular hospital.
STRATEGIES TO HE"$ EVA"UATION:
)ecruit well %uali!ed surgeons
)ight "dvertising: market the idea that you care for your patients.
)ecruit well trained support sta,.
.evelop two di,erent customer scripts, one for a highly standardi3ed service and
one for a highly customi3ed service. 1ap all key customer steps of this script across
the di,erent stages of service consumption. /hat are the key di,erences between
standardi3ed customi3ed service4