‘Communication’ factor in Consumer Evaluation

Communication:- it means keeping consumers informed in a language that they can understand and listen to them. It may mean that the company has to adjust its language for different consumers – increasing the level of sophistication with a well educated consumer and speaking simply and plainly with a novice. It involves explaining the service itself and how much the service will cost explaining the trade-off between service and cost and assuring the customer that a problem will be handled.