Steuerung der Wahrnehmung von Dienstleistungsqualität durch den Einsatz typischer Qualitätsinformationen

Service outcomes are basically intangible. Therefore it is difficult for consumers to evaluate the service quality prior to their consumption. For this reason potential customers usually rate the service environment as well as tangible service attributes to make a quality evaluation within the buying process. The service provider can use tangible service elements to send dedicated quality information to reach dedicated marketing objectives – e.g. catch the attention of new customers or create a specific image in the market.This article discusses the perception of such quality information within the scope of service consumption based on the concepts of cognitive patterns and stereotypes. The effects of typical and untypical service attributes on consumers are discussed. Above that the article shows levers for service companies to apply tangible elements in the service environment that are either perceived typical or untypical to achieve positive and desired behaviors by consumers.