Author Question: One of the primary roles of a service firm's physical evidence is to package the service. Explain ... (Read 197 times)

hbsimmons88 · **on:** Jun 28, 2018

One of the primary roles of a service firm's physical evidence is to package the service. Explain the managerial implications of packaging the service.

Question 2

Although the product is at the heart of the marketing program, it is important to remember that product offerings in and of themselves have little value to customers. An offering's real value comes from:
A) its superiority to competing products.
B) its ability to further the image of the organization.
C) its value (good quality at a low price).
D) its ability to deliver benefits that solve a customer's problems.
E) its easy of use and convenience.

kusterl · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

The service itself is intangible and, therefore, does not require a package for purely functional reasons. However, using the firm's physical evidence to package the service does send quality cues to consumers and adds value to the service in terms of image development. Image development, in turn, improves consumer perceptions of service while reducing both levels of perceived risk associated with the purchase and levels of cognitive dissonance after the purchase. The firm's physical facility forms the customer's initial impression concerning the type and quality of service provided and conveys expectations to consumers.

Answer to Question 2

D