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There are many different services you could have chosen that correspond to the attributes in Table 0.1, but we have selected a few that are quite general in the hope that you will be able to relate to them. Consider the following services and the reasons we feel they fit with each corresponding attribute.
- Intangible — health care consultant: you will probably get advice but nothing physical to bring home.
- Personalized — reception counter at hotel: smile, response and friendliness might be different for different reception staff.
- Simultaneous production and consumption — restaurant: you order and the chef cooks the meal, although some of the ingredients can be pre-prepared.
- Perishable — medical operation: cannot be returned or resold.
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