Just because there is a match between your service attributes and your customers' needs doesn't mean customers will buy. So why go to all the trouble? Because some service attributes are "determinant" while others are merely "important". As the book tells us, the difference between them is that customers use Determinant attributes to make their purchase decision (for example, three determinant attributes for a restaurant could be location, menu, and prices); while Important attributes are ones that need to be present/true or else that service providor will not even be considered (that's how Important these variable are). Examples of Imporant attributes for a restaurant could be that the food used is fresh, or that the food handlers wash their hands frequently. You would't want to eat at a restaurant that you didn't believe had these policies in place, right? Questions Answer this question in your journal: 1. Pick a service providor, and identify two Determinant and two Important service attributes for them/that type of business (if you choose a restaurant, DO NOT use the examples provided above.)