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Service purchases are perceived as more risky than goods.
• Work on benefits derived – physical representation, documentation, association and visualization.
• Inseparability - Production and consumption are simultaneous. Consumers are co producers of a service. Evaluations can be done through customer contact personnel and physical evidence. Makes quality control difficult. Have implications for accessibility to services.
• Heterogeneity/ Variability – Makes every producer-consumer experience unique. Increases customers perceived risk, makes quality control and maintaining consistency difficult...
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