How do search experience and credence qualities affect the way customers view and evaluate services?

Search experience qualities refer to the tangible attributes of a service that customers can evaluate before purchase, such as price and features. In contrast, credence qualities are intangible factors that are difficult to assess even after consumption, like expertise and reliability. Customers often rely on search qualities to make initial evaluations but may seek recommendations or trust established brands for credence qualities, impacting their overall perception and satisfaction with the service. This duality influences their decision-making process and can lead to varying levels of trust and perceived value in the service provided.