Last Sunday the teen scored a goal for her ice-hockey team. She celebrated. The team celebrated. The team’s supporters celebrated… But it was all in vain, because the referee did not see the goal, and, so, he disallowed it. It doesn’t matter that the puck went over the line. The referee didn’t see it. It … Continue reading Showing customers the care and effort that goes into creating the perfect experience
Tag: perceived risk
Unpacking perceived risk in the purchase of services
I am preparing some notes for a Services Marketing module, and thought that I would share this extract with you. Services are mostly composed of intangible elements, which makes it very difficult for a customer to assess the quality of the service before purchasing it (and, sometimes, even afterwards as in the case of credence … Continue reading Unpacking perceived risk in the purchase of services
Ana Canhoto 