1. Why do consumers of services perceive higher levels of risks associated with their purchases? Discuss with the help of examples.
2. Describe the various switching barriers. What switching barriers might you face in switching banks? Mobile service provider? University?
3. Discuss the type of actions that customers can take in response to a service failure. What type of complainer you are? Why? As, a manager, would you want to encourage your customers to be voices? If so, how?