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    Consumer Sophistication and the Role of Emotion on Satisfaction Judgments within Credence Services

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    Author
    Garry, T.
    Date
    2007
    Permanent Link
    http://hdl.handle.net/10092/3947

    Evidence which demonstrates a link between the affective dimension and satisfaction in a tangible product based context is well documented. However, when placed in a credence service context the role of Affect becomes more complex. Previous research in this field has assumed consumer homogeneity when there is increasing evidence of consumer heterogeneity. This research attempts to address this by examining affective reactions to service encounters between two groups of respondents, one with the ability to make performance assessments about the service and one without. Findings suggest consumers of differing sophistication will vary in the way they form expectation and performance assessments about the technical, functional and affective components of credence services and that consumer sophistication may have a moderating influence on affective reactions evoked. This in turn has implications for the design and delivery of service offerings within such contexts.

    Subjects
    Fields of Research::350000 Commerce, Management, Tourism and Services::350200 Business and Management
    Collections
    • Business and Law: Journal Articles [241]
    Rights
    https://hdl.handle.net/10092/17651

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