marketing.....
please use your own words
the information
the question and definitions
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MKTG 150 Assignment #1 - Service Attributes - Background When a customer has a need to fill, and they are trying to decide which service organization to choose to satisfy that need, one thing they use to help them decide is to consider each organization's Service Attributes. There are three types of service attributes: Search attributes. Experience attributes, and Credence attributes Search attributes are facts that the customer can iterally search for. For example, if they needed to choose a restaurant to eat at, they could search for menus, prices, and locations. If they were looking for a hotel, they could search for room availabilities. prices and amenities (like free Wif, indoor pool, and free breakfast). Do not confuse this with a service that lets one "search" for things like Expedia or Amazon), Search attributes are aspects of the service that are documented somewhere. They have nothing to do with a service that helps customers search for things Experience attributes can only be known after they are experienced, so the potential customers typically need to rely on someone else's experience in order to evaluate a service that is high in those kinds of attributes. For example, if the customer was trying to decide which amusement park to go to some experience attributes they might seek out are how intense are the rides; how long are the wat times for the rides, and what is the quality of the food like. Note that none of these are "facts that can be looked up. To get this info (assuming they have no prior experience with that service), they might ask friends and family. or read online reviews (which are not facts but opinions) Credence attributes typically cannot be known for certain by the customer, sometimes until after the service and sometimes but must simply be believed. For example if a potential customer was trying to choose a dentist, some credence attributes might be: Does the dentist have the proper training to do the procedure, Wil the X-ray machine ham me: and Are the instruments properly sterilized. The customer can inquire about these aspects of the service, and they would be told an answer or shown a diploma or spec sheet as "proof", but they cannot KNOW for sure (even if they visit the dentist), and so ultimately they just need to belim (e. they need to decide if it is "credible or not, which is why they are called Credence atributes) MKTG 150 Assignment #1 - Service Attributes-What you Need to Do 1. Select three service organizations with a presence in Canada, each in a different industry category. Choose them so that each one is high in a different one of the three service attributes (Search, Experience and Credence). For example, Tim Horton's, which is in the Foodservice category, is high in Search attributes. Holiday Inn hotels (which are in the Accommodation category), is high in Experience attributes (although it is also high in Search attributes so I could have chosen it for that aspect instead). Lastly, Beach Dental (in Health care), is high in Credence attributes 2. Using concise business language provide the following for each of the three service organizations: a Describe what the service organization does and provide a web link to its home page b. Describe which type of attribute the service is high in and provide 3 examples of that attribute for that service c. Provide an opinion on whether it is easy or difficult to evaluate the service and why (keeping in mind that the customer is using these attributes to try and choose between that company and its competitors) d. Recommend an action the company could take which would help make their service easier to evaluate, and reduce the risk of a potential customer making the wrong choice (due to a lack of information) This assignment is worth 3 marks on your final grade. Note: Products (goods) do not quality. If your service company provides both goods and services, make sure that you address the services only if your answer focuses on a "goods" product instead of a "service product, you will get a mark of zero This is an individual assignment. If I have reason to believe that you copied this assignment, or collaborated on it with someone else such that it is substantially similar, both assignments will be given a mark of zero Service Attributes - a Recap: Aspects of a service business you would want to know BEFORE using the service, in order to evaluate that service and help you decide if you were going to use the service. Types of Service Attributes Search Experience Definition Facts about the service which can be looked up or otherwise easily obtained, for example on a website or by calling the service Aspects of a service which can only be known after the service is experienced, so they must be obtained from others (via reviews word of mouth. These are opinions regarding the service Credence Aspects of the service that you must accept or bebe true, as they are very diff for impossible even to know before, or sometimes even after using the servic Summary Opinions about the service Belegs about the service Facts about the service company Best Buy Best Buy Service company that is high in this Arte Examples Locations Staff friends Store cleanliness policy Brund carried Store occupancy how crowdedigi Talivery levels Goods are not Returns are not s being new Geve the skills and training to Store "Best Buy is used as the example for each of the 3 types of attributes in order to demonstrate that a service can be Nigh is more than one kind of service aut MKTG 150 Assignment #1 - Service Attributes - Background When a customer has a need to fill, and they are trying to decide which service organization to choose to satisfy that need, one thing they use to help them decide is to consider each organization's Service Attributes. There are three types of service attributes: Search attributes, Experience attributes, and Credence attributes. Search attributes are facts that the customer can literally search for. For example, if they needed to choose a restaurant to eat at, they could search for menus, prices, and locations. If they were looking for a hotel, they could search for room availabilities, prices, and amenities (like free Wifi, indoor pool, and free breakfast). Do not confuse this with a service that lets one "search" for things (like Expedia, or Amazon). Search attributes are aspects of the service that are documented somewhere. They have nothing to do with a service that helps customers search for things. Experience attributes can only be known after they are experienced, so the potential customers typically need to rely on someone else's experience in order to evaluate a service that is high in those kinds of attributes. For example, if the customer was trying to decide which amusement park to go to, some experience attributes they might seek out are: how intense are the rides; how long are the wait times for the rides; and what is the quality of the food like. Note that none of these are "facts" that can be looked up. To get this info (assuming they have no prior experience with that service), they might ask friends and family. or read online reviews (which are not facts but opinions). Credence attributes typically cannot be known for certain by the customer, sometimes until after the service and sometimes ever, but must simply be believed. For example if a potential customer was trying to choose a dentist, some credence attributes might be: Does the dentist have the proper training to do the procedure; Will the X-ray machine harm me; and Are the instruments properly sterilized. The customer can inquire about these aspects of the service, and they would be told an answer or shown a diploma or spec sheet as "proof", but they cannot KNOW for sure (even if they visit the dentist), and so ultimately they just need to believe (i.e. they need to decide if it is "credible" or not, which is why they are called Credence attributes). MKTG 150 Assignment #1 - Service Attributes - What you Need to Do 1. Select three service organizations with a presence in Canada, each in a different industry category. Choose them so that each one is high in a different one of the three service attributes (Search, Experience and Credence). For example, Tim Horton's, which is in the Foodservice category, is high in Search attributes. Holiday Inn hotels (which are in the Accommodation category), is high in Experience attributes (although it is also high in Search attributes so I could have chosen it for that aspect instead). Lastly, Beach Dental (in Health care), is high in Credence attributes. 2. Using concise business language provide the following for each of the three service organizations: a. Describe what the service organization does and provide a web link to its home page. b. Describe which type of attribute the service is high in and provide 3 examples of that attribute for that service c. Provide an opinion on whether it is easy or difficult to evaluate the service and why (keeping in mind that the customer is using these attributes to try and choose between that company and its competitors). d. Recommend an action the company could take which would help make their service easier to evaluate, and reduce the risk of a potential customer making the wrong choice (due to a lack of information). This assignment is worth 3 marks on your final grade. Note: Products (goods) do not qualify. If your service company provides both goods and services, make sure that you address the services only. If your answer focuses on a "goods" product instead of a "service product, you will get a mark of zero. This is an individual assignment. If I have reason to believe that you copied this assignment, or collaborated on it with someone else such that it is substantially similar, both assignments will be given a mark of zero. Service Attributes - a Recap: Aspects of a service business you would want to know BEFORE using the service, in order to evaluate that service and help you decide if you were going to use the service. Types of Service Attributes Search Credence Definition Facts about the service which can be looked up or otherwise easily obtained, for example on a website or by calling the service. Experience Aspects of a service which can only be known after the service is experienced, so they must be obtained from others (via reviews word of mouth). These are opinions regarding the service. Aspects of the service that you must accept, or believe to be true, as they are very difficult for impossible even) to know before, or sometimes even after using the service. Summary Facts about the service company Opinions about the service company Beliefs about the service company Best Buy Best Buy Best Buy Service company that is high in this Attribute Examples Locations Staff friendliness . Goods are not stolen Returns are not sold as being new Return policy Brands carried Prices Store hours Store cleanliness Store occupancy (how crowded it gets) Typical inventory levels . Geek Squad P e the skills and training to perform services *Best Buy is used as the example for each of the 3 types of attributes in order to demonstrate that a service can be high in more than one kind of service attribute MKTG 150 Assignment #1 - Service Attributes - Background When a customer has a need to fill, and they are trying to decide which service organization to choose to satisfy that need, one thing they use to help them decide is to consider each organization's Service Attributes. There are three types of service attributes: Search attributes. Experience attributes, and Credence attributes Search attributes are facts that the customer can iterally search for. For example, if they needed to choose a restaurant to eat at, they could search for menus, prices, and locations. If they were looking for a hotel, they could search for room availabilities. prices and amenities (like free Wif, indoor pool, and free breakfast). Do not confuse this with a service that lets one "search" for things like Expedia or Amazon), Search attributes are aspects of the service that are documented somewhere. They have nothing to do with a service that helps customers search for things Experience attributes can only be known after they are experienced, so the potential customers typically need to rely on someone else's experience in order to evaluate a service that is high in those kinds of attributes. For example, if the customer was trying to decide which amusement park to go to some experience attributes they might seek out are how intense are the rides; how long are the wat times for the rides, and what is the quality of the food like. Note that none of these are "facts that can be looked up. To get this info (assuming they have no prior experience with that service), they might ask friends and family. or read online reviews (which are not facts but opinions) Credence attributes typically cannot be known for certain by the customer, sometimes until after the service and sometimes but must simply be believed. For example if a potential customer was trying to choose a dentist, some credence attributes might be: Does the dentist have the proper training to do the procedure, Wil the X-ray machine ham me: and Are the instruments properly sterilized. The customer can inquire about these aspects of the service, and they would be told an answer or shown a diploma or spec sheet as "proof", but they cannot KNOW for sure (even if they visit the dentist), and so ultimately they just need to belim (e. they need to decide if it is "credible or not, which is why they are called Credence atributes) MKTG 150 Assignment #1 - Service Attributes-What you Need to Do 1. Select three service organizations with a presence in Canada, each in a different industry category. Choose them so that each one is high in a different one of the three service attributes (Search, Experience and Credence). For example, Tim Horton's, which is in the Foodservice category, is high in Search attributes. Holiday Inn hotels (which are in the Accommodation category), is high in Experience attributes (although it is also high in Search attributes so I could have chosen it for that aspect instead). Lastly, Beach Dental (in Health care), is high in Credence attributes 2. Using concise business language provide the following for each of the three service organizations: a Describe what the service organization does and provide a web link to its home page b. Describe which type of attribute the service is high in and provide 3 examples of that attribute for that service c. Provide an opinion on whether it is easy or difficult to evaluate the service and why (keeping in mind that the customer is using these attributes to try and choose between that company and its competitors) d. Recommend an action the company could take which would help make their service easier to evaluate, and reduce the risk of a potential customer making the wrong choice (due to a lack of information) This assignment is worth 3 marks on your final grade. Note: Products (goods) do not quality. If your service company provides both goods and services, make sure that you address the services only if your answer focuses on a "goods" product instead of a "service product, you will get a mark of zero This is an individual assignment. If I have reason to believe that you copied this assignment, or collaborated on it with someone else such that it is substantially similar, both assignments will be given a mark of zero Service Attributes - a Recap: Aspects of a service business you would want to know BEFORE using the service, in order to evaluate that service and help you decide if you were going to use the service. Types of Service Attributes Search Experience Definition Facts about the service which can be looked up or otherwise easily obtained, for example on a website or by calling the service Aspects of a service which can only be known after the service is experienced, so they must be obtained from others (via reviews word of mouth. These are opinions regarding the service Credence Aspects of the service that you must accept or bebe true, as they are very diff for impossible even to know before, or sometimes even after using the servic Summary Opinions about the service Belegs about the service Facts about the service company Best Buy Best Buy Service company that is high in this Arte Examples Locations Staff friends Store cleanliness policy Brund carried Store occupancy how crowdedigi Talivery levels Goods are not Returns are not s being new Geve the skills and training to Store "Best Buy is used as the example for each of the 3 types of attributes in order to demonstrate that a service can be Nigh is more than one kind of service aut MKTG 150 Assignment #1 - Service Attributes - Background When a customer has a need to fill, and they are trying to decide which service organization to choose to satisfy that need, one thing they use to help them decide is to consider each organization's Service Attributes. There are three types of service attributes: Search attributes, Experience attributes, and Credence attributes. Search attributes are facts that the customer can literally search for. For example, if they needed to choose a restaurant to eat at, they could search for menus, prices, and locations. If they were looking for a hotel, they could search for room availabilities, prices, and amenities (like free Wifi, indoor pool, and free breakfast). Do not confuse this with a service that lets one "search" for things (like Expedia, or Amazon). Search attributes are aspects of the service that are documented somewhere. They have nothing to do with a service that helps customers search for things. Experience attributes can only be known after they are experienced, so the potential customers typically need to rely on someone else's experience in order to evaluate a service that is high in those kinds of attributes. For example, if the customer was trying to decide which amusement park to go to, some experience attributes they might seek out are: how intense are the rides; how long are the wait times for the rides; and what is the quality of the food like. Note that none of these are "facts" that can be looked up. To get this info (assuming they have no prior experience with that service), they might ask friends and family. or read online reviews (which are not facts but opinions). Credence attributes typically cannot be known for certain by the customer, sometimes until after the service and sometimes ever, but must simply be believed. For example if a potential customer was trying to choose a dentist, some credence attributes might be: Does the dentist have the proper training to do the procedure; Will the X-ray machine harm me; and Are the instruments properly sterilized. The customer can inquire about these aspects of the service, and they would be told an answer or shown a diploma or spec sheet as "proof", but they cannot KNOW for sure (even if they visit the dentist), and so ultimately they just need to believe (i.e. they need to decide if it is "credible" or not, which is why they are called Credence attributes). MKTG 150 Assignment #1 - Service Attributes - What you Need to Do 1. Select three service organizations with a presence in Canada, each in a different industry category. Choose them so that each one is high in a different one of the three service attributes (Search, Experience and Credence). For example, Tim Horton's, which is in the Foodservice category, is high in Search attributes. Holiday Inn hotels (which are in the Accommodation category), is high in Experience attributes (although it is also high in Search attributes so I could have chosen it for that aspect instead). Lastly, Beach Dental (in Health care), is high in Credence attributes. 2. Using concise business language provide the following for each of the three service organizations: a. Describe what the service organization does and provide a web link to its home page. b. Describe which type of attribute the service is high in and provide 3 examples of that attribute for that service c. Provide an opinion on whether it is easy or difficult to evaluate the service and why (keeping in mind that the customer is using these attributes to try and choose between that company and its competitors). d. Recommend an action the company could take which would help make their service easier to evaluate, and reduce the risk of a potential customer making the wrong choice (due to a lack of information). This assignment is worth 3 marks on your final grade. Note: Products (goods) do not qualify. If your service company provides both goods and services, make sure that you address the services only. If your answer focuses on a "goods" product instead of a "service product, you will get a mark of zero. This is an individual assignment. If I have reason to believe that you copied this assignment, or collaborated on it with someone else such that it is substantially similar, both assignments will be given a mark of zero. Service Attributes - a Recap: Aspects of a service business you would want to know BEFORE using the service, in order to evaluate that service and help you decide if you were going to use the service. Types of Service Attributes Search Credence Definition Facts about the service which can be looked up or otherwise easily obtained, for example on a website or by calling the service. Experience Aspects of a service which can only be known after the service is experienced, so they must be obtained from others (via reviews word of mouth). These are opinions regarding the service. Aspects of the service that you must accept, or believe to be true, as they are very difficult for impossible even) to know before, or sometimes even after using the service. Summary Facts about the service company Opinions about the service company Beliefs about the service company Best Buy Best Buy Best Buy Service company that is high in this Attribute Examples Locations Staff friendliness . Goods are not stolen Returns are not sold as being new Return policy Brands carried Prices Store hours Store cleanliness Store occupancy (how crowded it gets) Typical inventory levels . Geek Squad P e the skills and training to perform services *Best Buy is used as the example for each of the 3 types of attributes in order to demonstrate that a service can be high in more than one kind of service attribute
