Services generally
involve many more customer “touchpoints,” or discrete experiences,than do manufactured goods. These experiences hinge upon “experience clues” in three forms: functional clues, those that
point to the technical quality of the offering; mechanical clues,relating to nonhuman elements such as the design of the facility;and human clues, coming from the behavior and appearance of
employees.14 The clues converge to create a total experience that directly influences the customer’s assessment of quality and value