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Published in:
2015 | OriginalPaper | Chapter
Evaluating Credence Service Quality: The Effects of Experience Service Failure and Trust
Author : Kungpo Tao
Published in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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To examine the relationship between customers’ service quality evaluations within two different type of service, a conceptual model is proposed and argues that an experience service failure should have a powerful negative impact on service evaluation and trust, then influences credence service evaluation. On the impact of service failure, service guarantee and true relationship with customers should act as “buffering effect” to insulate the customer-employee relationship from the negative consequences of service failure. In the model, trust serves as the mediator between experience service evaluation and credence service evaluation.