Information Processing of Services: Implications for New Services and Relationship Marketing

Abstract

This paper examines consumer information processing under two conditions: 1) under initial service evaluations and 2) over the course of long-term service relationships. Marketing researchers have examined consumers’ information search and choice decisions for services (cf. Zeithaml 1981; Murray 1991). However, consumer information processing over the course of services marketing relationships have not yet been addressed. First, two modes of information processing — piecemeal-based and category-based processing — are discussed. Next, the two modes of information processing are discussed in the context of evaluation of new services and in the context of services marketing relationships over time.KeywordsConsumer InformaConsumer Information ProcessingIncoming InformaExper IenceEncoun TersThese keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.