1. In a table, distinguish three different kind of attributes: search/ experience/ credence.

Give example.
Search attribute Experience attribute Credence attribute

When it occurs These are features The quality of these These are the most
that can be assessed services can only be difficult attributes to
before purchase or truly evaluated assess, even after
during the initial during or after consuming the service.
stages of service consumption.
delivery.
Nature
Complexity Search attributes are Experience Credence attributes
featured tangible and easily attributes are based often involve complex
verifiable on the actual usage or technical
or consumption information that is not
experience. easily understood or
They are often verified by consumers.
subjective and based Consumers must rely
on personal on trust, reputation, or
perception or expert opinion to assess
opinion. these attributes.

Examples include Examples include Examples include

color, size, price, taste, comfort, ease safety standards,
brand, ingredients, of use, reliability, environmental impact,
and features. and satisfaction. nutritional value, and
long-term health
effects.
Consumer Consumers can Consumers assess Consumers may rely on
Behavior evaluate these these attributes certifications,
attributes before through firsthand endorsements, or
making a purchase experience, and their reviews from trusted
decision, as they are evaluations may sources to make
readily apparent or vary based on judgments about
can be easily found individual credence attributes.
out through basic preferences and
research. experiences.

Marketing Marketing for Marketing for Marketing for

Strategies services high in experience-based credence-based
search attributes can services often services often relies on
focus on comparisons emphasizes building trust through
and highlighting these customer brand reputation,
features. testimonials, professional
creating a positive qualifications, and
 service environment, positive word-of-
and embracing the mouth.
experience itself.

Search Attributes:
 Nature: These attributes are tangible and observable before purchase.
 Evaluation: Consumers can assess them directly or through basic research.
 Verifiability: Consumers easily verifiable them.
 Examples: Price, color, size, brand, ingredients, and features are typical search
attributes.
 Consumer Behavior: Consumers use search attributes to make informed purchase
decisions based on visible characteristics.
 These are attributes that consumers can determine prior to purchasing a product or
service through direct inspection, observation, or research.
 Search attributes are tangible and easily verifiable.
 Examples include color, size, price, brand, ingredients, and features.
 Consumers can evaluate these attributes before making a purchase decision, as they
are readily apparent or can be easily found out through basic research.
Tangibility: Search attributes are concrete and observable characteristics of a
product or service. They include features that consumers can easily identify and evaluate
before making a purchase decision. For example, when buying a smartphone, consumers
can compare specifications such as screen size, camera quality, and battery life.
Decision Influence: These attributes heavily influence consumers' initial purchase
decisions. Since they are readily apparent and verifiable, consumers often use search
attributes to narrow down their options and make comparisons between different products or
services. Marketers focus on highlighting the unique selling points of their offerings
concerning these attributes to attract potential customers.
Marketing Strategies: Marketers leverage search attributes by emphasizing them in
advertising materials, product packaging, and promotional campaigns. Clear and concise
communication of these attributes helps consumers understand the value proposition of a
product or service, facilitating the decision-making process
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 Nature: These attributes are tangible and observable before purchase. Examples
include color, size, price, brand, ingredients, and features.
 Evaluation: Consumers can assess them directly or through basic research.
 Verifiability: Consumers easily verifiable them.
 Consumer Behavior: Consumers use search attributes to make informed purchase
decisions based on visible characteristics. For example, when buying a smartphone,
consumers can compare specifications such as screen size, camera quality, and
battery life.
  Decision Influence: These attributes heavily influence consumers' initial purchase
decisions. Since they are readily apparent and verifiable, consumers often use search
attributes to narrow down their options and make comparisons between different
products or services. Marketers focus on highlighting the unique selling points of
their offerings concerning these attributes to attract potential customers.
 Marketing Strategies: Marketers leverage search attributes by emphasizing them in
advertising materials, product packaging, and promotional campaigns. Clear and
concise communication of these attributes helps consumers understand the value
proposition of a product or service, facilitating the decision-making process
Experience Attributes:
 Nature: These attributes are realized only after purchase and usage.
 Evaluation: Consumers assess them subjectively based on their personal experience.
 Verifiability/ Subjectivity: They are often subjective and based on individual
perception.
 Examples: Comfort, taste, ease of use, reliability, and satisfaction are common
experience attributes.
 Consumer Behavior: Consumers evaluate experience attributes through firsthand
interaction with the product or service, shaping their opinions based on their unique
experiences.
 These are attributes that consumers can only evaluate after purchasing or consuming
a product or service.
 Experience attributes are based on the actual usage or consumption experience.
 They are often subjective and based on personal perception or opinion.
 Examples include taste, comfort, ease of use, reliability, and satisfaction.
 Consumers assess these attributes through firsthand experience, and their evaluations
may vary based on individual preferences and experiences.
Subjectivity: Experience attributes are inherently subjective and depend on
consumers' individual preferences, tastes, and perceptions. They relate to how consumers
feel or experience a product or service during usage or consumption. For instance, the taste
of a particular food item or the comfort level of a piece of furniture are subjective
experiences that vary from person to person.
Brand Loyalty and Repeat Purchases: Positive experiences with a product or
service often lead to brand loyalty and repeat purchases. Marketers strive to deliver
exceptional experiences to consumers, as positive word-of-mouth and reviews can
significantly impact brand reputation and customer retention.
Customer Feedback and Improvement: Feedback from consumers regarding their
experiences plays a crucial role in product development and improvement. By gathering
insights into customers' experiences, marketers can identify areas for enhancement and
refine their offerings to better meet consumer expectations.
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• Nature: These attributes are realized only after purchase and usage. Examples:
Comfort, taste, ease of use, reliability, and satisfaction are common experience attributes.
 • Evaluation: Consumers assess them subjectively based on their personal experience.
• Subjectivity: They are often subjective and based on individual perception.
Experience attributes are inherently subjective and depend on consumers' individual
preferences, tastes, and perceptions. They relate to how consumers feel or experience a
product or service during usage or consumption. For instance, the taste of a particular food
item or the comfort level of a piece of furniture are subjective experiences that vary from
person to person.
Experience attributes are based on the actual usage or consumption experience. Consumers
assess these attributes through firsthand experience, and their evaluations may vary based
on individual preferences and experiences.
• Consumer Behavior: Consumers evaluate experience attributes through firsthand
interaction with the product or service, shaping their opinions based on their unique
experiences.
 Marketing Strategies Brand Loyalty and Repeat Purchases: Positive experiences
with a product or service often lead to brand loyalty and repeat purchases.
Marketers strive to deliver exceptional experiences to consumers, as positive word-
of-mouth and reviews can significantly impact brand reputation and customer
retention. Customer Feedback and Improvement: Feedback from consumers
regarding their experiences plays a crucial role in product development and
improvement. By gathering insights into customers' experiences, marketers can
identify areas for enhancement and refine their offerings to better meet consumer
expectations. Credence Attributes:
 Nature: These attributes are difficult for consumers to evaluate, even after purchase.
 Evaluation: Consumers typically rely on trust, reputation, or expert opinion.
 Complexity: They often involve technical or complex information.
 Examples: Safety standards, environmental impact, nutritional value, and long-term
health effects are examples of credence attributes.
 Consumer Behavior: Consumers may seek validation from authoritative sources,
such as certifications, endorsements, or expert reviews, to form judgments about
credence attributes.
 These are attributes that consumers find difficult to evaluate even after purchase and
consumption.
 Credence attributes often involve complex or technical information that is not easily
understood or verified by consumers.
 Consumers must rely on trust, reputation, or expert opinion to assess these attributes.
 Examples include safety standards, environmental impact, nutritional value, and
long-term health effects.
 Consumers may rely on certifications, endorsements, or reviews from trusted sources
to make judgments about credence attributes.
Trust and Expertise: Credence attributes involve aspects of a product or service that
are difficult for consumers to assess independently. Consumers rely on trust in the brand or
expertise from authoritative sources to make judgments about these attributes. For example,
consumers may trust certifications from regulatory agencies or recommendations from
healthcare professionals when evaluating the nutritional value of a food product.
 Educational Marketing: Marketers often engage in educational marketing strategies
to inform consumers about credence attributes and build trust in their offerings. Providing
transparent information, conducting third-party testing, and obtaining certifications can help
establish credibility and alleviate consumer concerns regarding complex or technical
attributes.
Long-term Relationships: Building trust around credence attributes fosters long-
term relationships between brands and consumers. Once consumers perceive a brand as
trustworthy and reliable in areas such as safety, sustainability, or ethical practices, they are
more likely to remain loyal and advocate for the brand.
(ĐÃ SỬA)
• Nature: These attributes are difficult for consumers to evaluate, even after
purchase. Examples: Safety standards, environmental impact, nutritional value, and long-
term health effects are examples of credence attributes.
• Evaluation: Consumers typically rely on trust, reputation, or expert opinion.
For example, consumers may trust certifications from regulatory agencies or
recommendations from healthcare professionals when evaluating the nutritional value of a
food product.
• Complexity: They often involve technical or complex information.
• Consumer Behavior: Consumers may seek validation from authoritative
sources, such as certifications, endorsements, or expert reviews, to form judgments about
credence attributes.
 Educational Marketing: Marketers often engage in educational marketing
strategies to inform consumers about credence attributes and build trust in their
offerings. Providing transparent information, conducting third-party testing, and
obtaining certifications can help establish credibility and alleviate consumer
concerns regarding complex or technical attributes.
Long-term Relationships: Building trust around credence attributes fosters long-term
relationships between brands and consumers. Once consumers perceive a brand as
trustworthy and reliable in areas such as safety, sustainability, or ethical practices, they are
more likely to remain loyal and advocate for the brand.

In essence, search attributes are observable and assessed before purchase, experience
attributes are realized through usage and evaluated subjectively, and credence attributes
require trust or expert validation, often remaining challenging to evaluate even post-
purchase. Understanding these differences helps marketers tailor their strategies to
effectively communicate product or service value across various attribute types.
By understanding the distinct characteristics and implications of search attributes,
experience attributes, and credence attributes, marketers can develop targeted strategies to
effectively communicate the value proposition of their products or services and build
meaningful relationships with consumers.
In summary, search attributes are evaluated before purchase, experience attributes are
evaluated during or after consumption, and credence attributes may require trust or expert
opinion for evaluation even after consumption. Understanding these distinctions can help
marketers tailor their strategies to effectively communicate the value of their products or
services across different types of attributes.
2. Design a SERVUCTION model of service provider in an accommodation firm
with full of 5 elements.
Sure, here's a diagram of the servuction model tailored for a hotel:

```
+-------------------+
| |
| Servicescape |
| (Physical Layout, |
| Ambience, Decor) |
| |
+---------+---------+
|
v
+-------------------+
| |
| Contact Personnel|
| (Receptionists, |
| Housekeeping, |
| Concierge, |
| Bellhops) |
| |
+---------+---------+
|
v
+----------------+ + +----------------+
| | | |
| Visible | | Invisible |
| Actions | | Actions |
| (Check-in/ | | (Room |
| Check-out, | | Cleaning, |
| Bellhops | | Maintenance) |
| Carrying Bags)| | |
| | | |
+-------+--------+ +--------+-------+
| |
v v
+-------+--------+ +--------+-------+
| | | |
| Customer | | Customer's |
| Experience | | Perception |
| | | |
+----------------+ +----------------+
```

### Components Explained:

1. **Servicescape:**
- **Physical layout:** The arrangement of the lobby, rooms, restaurants,
pools, gym, etc.
- **Ambience:** Lighting, music, temperature, and overall atmosphere in
various hotel areas.
- **Decor:** Style, color scheme, artwork, and thematic elements throughout
the hotel.

2. **Contact Personnel:**
- **Receptionists:** Staff who manage check-in and check-out processes and
customer inquiries.
- **Housekeeping:** Staff who clean and maintain the guest rooms and
common areas.
- **Concierge:** Staff who assist guests with special requests, reservations,
and information about the local area.
- **Bellhops:** Staff who assist with luggage and other guest needs upon
arrival and departure.

3. **Visible Actions:**
- Actions that guests can see, such as checking in/checking out, bellhops
carrying bags, and concierge assistance.

4. **Invisible Actions:**
- Actions behind the scenes, such as room cleaning, maintenance, and
preparation of rooms and facilities.

5. **Customer Experience:**
- The direct interaction and satisfaction of the guests based on their
engagement with the servicescape and contact personnel.

6. **Customer's Perception:**
- The overall impression and perceived value of the service, influenced by the
visible and invisible actions, and the servicescape.
This model helps in analyzing how different components contribute to the
overall service delivery and guest satisfaction in a hotel.