Service encounter problems: which service providers are more likely to be blamed? Author: Charlene Pleger Bebko PAPER 4 Presented by:Ivan Fernandez

Determine if service problems: attributed to intangibility unmet expectations are exacerbated – Ex. Legal consultation

SERVQUAL: Defining Service Quality (methodology) Tangibles Reliability Responsiveness Assurance Empathy

ATTRIBUTION THEORY Locus- Who is responsible? – Producer or consumer Stability- Will it happen again? – Fluctuate or permanent Controllability- Can it be corrected by producer? – Volitional or non-volitional

Survey to find if: Cause of service problems based on intangibility of the service Greater size of unmet expectation if attributed to service provider

4 Semesters Surveying: Discount dept. store ( 103 ) Legal consultation ( 75 ) Film processing ( 86 ) Hair Styling ( 62 )

Results, findings Higher expectations for services that are more intangible Customers evaluate based on experience and perceived outcome

Conclusion Incorporate some level of tangibility in the process and outcome Overcoming outcome intangibility – Show cust. Process – Pictures – Videos – Brochures