Question: Many services are highly intangible. This creates several issues and challenges for the marketer. Describe the four problems of intangibility. Why does the physical service

  1. Many services are highly intangible. This creates several issues and challenges for the marketer. Describe the four problems of intangibility.
  2. Why does the physical service environment play a key role in shaping the service experience and enhancing (or undermining) customer satisfaction? Explain your answer with a real business example.
  3. How do customers see relational benefits in service industries?
  4. Explain what soft and hard measures of service quality are and why both are needed.

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