This paper suggests that he/she whom the customer holds most responsible for a service experience may influence which service quality dimensions take precedence in customer satisfaction, word-of-mouth intentions, and repurchase intentions. Results indicate that, when consumers find the contact employee more responsible for the experience, what is delivered is most important to evaluations of service quality, satisfaction, and behavioral intentions. When management is thought to be more responsible, how the service is delivered is essential to consumers' evaluations. When responsibility is perceived as shared between the contact employee and management, the physical environment may play a larger role in influencing consumers' satisfaction with the service experience.
Journal of Services Marketing – Emerald Publishing
Published: Apr 1, 2003
Keywords: Perception; Consumer behaviour
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