Customers feel more responsible for their dissatisfaction when they purchase services than when they purchase goods since:
A) Customers participate more in the service process
B) Services are typically more expensive than goods
C) Customers are more knowledgeable about services
D) Services are more complex than goods
E) Customers seek more information before purchasing a service

Question

Quizplus · Accepted Answer

Customers participate more in the service process, which makes them feel more responsible for their dissatisfaction when compared to goods. In goods, the production process is entirely controlled and executed by the manufacturer, and customers have limited control over it. However, in services, customers participate actively, making them feel more responsible for their dissatisfaction.

Customers Feel More Responsible for Their Dissatisfaction When They Purchase