Date of Award
Spring 2011
Document Type
Dissertation
Degree Name
Doctor of Philosophy (PhD)
Department
Marketing
Program/Concentration
Business Administration-Marketing
Committee Director
Kiran Karande
Committee Member
Mahesh Gopinath
Committee Member
Steven Rhiel
Abstract
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 out in the same context, it is found that trust in the service provider mediates the effect of evaluation of experience service on evaluation of quality of credence service. The experience service evaluation to trust in service provider path and trust in service provider to evaluation of credence service path are moderated by service guarantee and type of relationship (pseudo- vs. true-). Together, study 1 and study 2 findings provide an explanation for how failure of an experience service impacts the evaluation of a credence service purchased simultaneously.
Rights
In Copyright. URI: http://rightsstatements.org/vocab/InC/1.0/ This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).
DOI
10.25777/a8qr-jv21
ISBN
9781124696638
Recommended Citation
Tao, Kungpo.
"Judging Credence Service Based on Experience Service Evaluation: Moderating Effect of Ease of Assessing and Extrinsic Cues"
(2011). Doctor of Philosophy (PhD), Dissertation, Marketing, Old Dominion University, DOI: 10.25777/a8qr-jv21
https://digitalcommons.odu.edu/marketing_etds/10