When Does the Service Process Matter? A Test of Two Competing Theories
Michael K. Hui, Xiande Zhao, Xiucheng Fan, Kevin Au
Journal of Consumer Research · 2004 · Volume 31 · Issue 2
Abstract
This article examines the interactive effect of process quality and outcome quality on service evaluation. Experiment 1 shows that the interaction between the two types of quality follows a pattern predicted by two-factor theory. In contrast, experiment 2 demonstrates that when consumers feel uncertain about the service outcome prior to consumption, they will use process quality as a heuristic substitute in their assessment of the trustworthiness of the service provider. The resulting interaction between the types of quality then follows a pattern predicted by fairness heuristic theory.
Keywords
Services, Buyer-Seller Interaction, Intentions, Satisfaction
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