Read the passage carefully. Attempt Question
Consumers not only purchase products but a whole gamut of services like those of banks, other financial institutions, airlines and travel agencies, hospitals and other medical practitioners; public utilities like garbage collection, cleanliness and maintenance of roads, parks, etc; electricity water telephone, post and telegraph: educational institutions and so on.
Consumers face a number of problems with regard to these services like excessive billing, being charged but not delivering the service, gap between promised level of service and service that is delivered, overstating the service attributes and enticing the consumer, making false claims and so on.
Gap between service delivery and external communication is a consumer issue. Consumer expectations are affected by promises made by the service provider in his external communication which may be through brochures, advertisements, personal selling ete. E.g. If a resort hotel brochure shows a beautiful room but the guests arrive and find the room to be cheap and very ordinary. Many a times people make advance bookings based on the brochures or seeing the website or some other advertisements. In such bookings sometimes advance also has to be paid. If the customer does not like the room ambience he may be left with little choice since refunds are not given by many hotels.