Because of the perishability of services, and because ownership of a service is not transferred to the consumer, service firms are often much more willing offer substantial pricing discounts than are goods retailers. True False Question 6 1 pts A "servicescape", according to Bitner (1992), refers to the "built environment or man-made physical surroundings of the service." True False Question 7 2psts The "people" component of services marketing is critical since The quality of the customer experience is not related to the quality of the employees. Employees must enforce the company's policies with customers to ensure the firm's profitability. All of the above. Service firms often rely upon their employees to assess situations and modify processes to ensure customer satisfaction