1. Select a service that you, as a consumer, will purchase in the next week or so. 2. As you experience the service, record the details of every aspect, including the following:

a. People

b. Physical facilities

c. Location

d. Waiting time

e. Hours

f. Transaction g. Other customers h. Tangible aspects i. Search qualities j. Credence qualities 3. Recommend improvements for this service encounter.