Suppose you are an expert in service quality. You consult fo…

Suppose you are an expert in service quality. You consult for service companies around the world. Your primary message is that service quality is determined by five key factors—reliability, assurance, tangibles, empathy, and responsiveness. These determinants are relatively stable across different service sectors. On a recent trip to Hong Kong, you make a presentation to Cathay Pacific, the international airline. One of the senior marketing executives with Cathay Pacific asks you, “Which determinant shows the strongest influence on customers’ perceptions of service quality?” How do you respond?

Andrew, a physician in Arizona, loves playing the piano. He…

Andrew, a physician in Arizona, loves playing the piano. He spent much time and effort finding the perfect piano, the Grand Piano 155 made by Bösendorfer, an Austrian piano manufacturer. Although the entry-level price is €75,000, Andrew refuses to buy any other brand of piano. In this instance, what does the Bösendorfer piano serve as for Andrew?