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

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Presentation on theme: "Service encounter problems: which service providers are more likely to be blamed? Author: Charlene Pleger Bebko PAPER 4 Presented by:Ivan Fernandez."— Presentation transcript:

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

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

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

4 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

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

6 4 Semesters Surveying: Discount dept. store ( 103 ) Legal consultation ( 75 ) Film processing ( 86 ) Hair Styling ( 62 )

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

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


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