Summary
Contents
Subject index
In this book leading scholars and practitioners present the latest research and theory in customer satisfaction and services marketing with a wealth of stimulating ideas. Topics discussed include: the measurement of the managerial impact on service quality improvement; new methods of assessing the various elements of service quality; and philosophies of the nature of customer value. The diverse viewpoints of the contributors reveal the variety of emerging ideas on the subject of service quality.
How Consumers Predict Service Quality: What do they Expect?
How Consumers Predict Service Quality: What do they Expect?
Consumers form expectancies that lead to predictions about service quality and so influence the evaluation of services. This chapter reviews some of the empirical research examining cognitive processes underlying the formation of expectancies. Memories of past service experiences can bias expectancies because the distinctiveness of the information, elaboration on the information, and affective responses associated with the information can make some material more easily recalled. Expectancies are also influenced by causal attributions for service outcomes. Antecedents of consumers’ causal inferences for successful and unsuccessful service delivery and their consequences are examined with the emphasis on the temporal stability of the cause.
Consumer ...
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