Considers the interaction between customer and provider inprofessional service encounters, where extended persontopersondiscussions frequently take place. Describes an experiment in whichsubjects read and reacted to stories describing such encounters, whichincluded three service variables competency, outcome andcourtesy. Reports on the emotional responses of the subjects, findingthat courtesy was responsible for most of the variation in response.Discusses the managerial implications resulting from the study, notablythe importance of courtesy in professional service encounters.
Journal of Services Marketing – Emerald Publishing
Published: Feb 1, 1991