The major strength of FACE to FACE model lies in the ability to adjust its intensity to the appropriate level in “real time.” Essentially, face-to-face interactions allows for high service intensity when needed. For example, store employees can monitor customers and offer assistance when it is determined that the latter may need it.On the other hand, one of the most important advantages of the virtual service experience lies in the fact that it is “location free”. In other words, the browsing and purchasing of goods can be done anytime and from any location that has a connection to the Web.
