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Essay / Research Paper Abstract
This 3 page paper looks at how and why clues are important to customers when they are purchasing a service rather than a tangible good. The paper outlines what is meant by a 'clue', the types of clues service organizations use and why they can be very important. The bibliography cites 1 source.
Page Count:
3 pages (~225 words per page)
File: TS14_TEcluesc.rtf
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Unformatted sample text from the term paper:
at the features and characteristics and basing part of the purchase decision on a tactile experience. This is the way that customer gains clues regarding the product they are buying,
for example, the customer is be unlikely to purchase a car without sitting in the driving seat to see how the car feels. Where tangible goods are being purchased the
process can be relatively easy. However, where it is a service which is being purchased the process of assessing the level of quality of service and his characteristics can be
more difficult as it is not possible to pick it up and try it in a similar manner to physical goods. It is for this reason that service organizations need
to give customers, and potential customers, clues regarding the steps which is being offered and the values which are reflected in that service, even when it is being delivered.
Berry and Bendapudi (2003), note that this is a specific area where the Mayo Clinic is an extremely good example, with the entire service
focused on the patients sending out very clear messages of the values and ethos of the clinic in the way that communication takes place and services are provided in human
and physical context. Sending out the message in this way helps to reinforce the experience of the patient is happening, but it also creates a strong image and associations with
specific values, the clinic then benefits as a result of word-of-mouth and general reputation, meaning that a company is able to sustain an excellent image with different investment in marketing.
In any other service organization1 customers will be looking for clues in order to give them an idea of what to expect, or
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