In contrast to goods, services are intangible dominant and lack physical components that are easily evaluated. Consequently, consumer evaluation of services is much more complex as services deliver their bundle of benefits through the experience that is created for the consumer. Utilizing the servuction model (Fig 1.4 pgs 9 and 10)describe the experience at your favoritelocal restaurant (please do not use afast food establishment).

1-4 The Servuction Model Given the importance of the experiential nature of services, marketing managers would certainly benefit from understanding the main forces that influence the customer's overall service experience. The servuction model depicted in Figure 1.4 provides a simple but powerful illustration of the four factors that influence a customer's service experience. The four factors of the servuction model include:

1. The servicescape 2. Contact personnel/service providers 3. Other customers 4. Invisible organizations and systems