Cheskin believed that – on an un-conscious level – most of us don’t make a distinction between the service and the service environment. The ‘service’ is the service environment and the service combined.
Cheskin viewed these concepts as natural extensions of his understanding of patient experience. In his view, there were no meaningful distinctions between advertising, price, service environment, service or brand. He approached these as an integrated whole.
1006 Part 9 – Sensation Transference – Part 2