How can advertising help reduce customer risk perceptions of a service firm like a credit card?
What will be an ideal response?
Advertising helps customers visualize service benefits. The only tangible thing a credit card consumer receives is a plastic card. The advertisements therefore tend to highlight intangible aspects of the card. Advertisements may show exciting products and vacations that can be bought with the card. More tangible components like low interest rates or fees are also advertised to highlight service performance outcomes.
Business
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