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Judging Credence Service Based On Experience Service Evaluation: Moderating Effect Of Ease Of Assessing And Extrinsic Cues, Kungpo Tao
Marketing Theses & Dissertations
The impact of service failure on customers' perception of service quality is of vital importance to service providers. Prior research reveals little about how services that are purchased jointly by consumers are evaluated. My dissertation investigates the effect of failure of an experience service on the evaluation of a credence service that is purchased at the same time. In experimental study 1 carried out in the context of automobile services, it is found that the effect of service failure on trust is mediated by evaluation of service quality, and moderated by the ease of assessing service. In study 2 carried …