1. Select three services: one high in search attributes, one high in experience attributes, and one high in credence attributes. Specify what product characteristics make them easy or difficult for consumers to evaluate, and suggest specific strategies that marketers can adopt in each case to facilitate evaluation and reduce perceived risk.

2. Develop a simple questionnaire designed to measure the key components of customer expectations (i.e., desired, adequate, and predicted service and the zone of tolerance). 3. Search the facilities of two competing service firms in the same industry (e.g., banks, restaurants, or gas stations) that you believe have different approaches to service. Compare and contrast their approaches using suitable frameworks from this chapter.