Credence Services Research Articles

Breaking barriers: How race shapes service expectations across actors and contexts

ABSTRACT This study investigates the impact of race on Customer Service Quality Expectations (SQE) using the Similarity-Attraction Perspective within the context of all interacting service actors, including customers, service providers, and other customers. A thorough literature review of racial effects in service environments is followed by a 2 (Service Actor Race: White vs. Black) × 2 (Service Actor Role: Service Provider vs. Other Customers) × 2 (Context: Experience vs. Credence) experimental study with Black and White customers. The study revealed that customer Perceptions of Service Actor Similarity (PSIM) mediate the influence of matching Customer Race and Service Actor Race on SQE. Results indicate: 1) that SQE is higher when customers are in the presence of other Service Actors perceived to be of their own race, and 2) that the effect varies by Service Actor Role and Service Type. This is an initial attempt to explore the impact of race on Experience and Credence services by adopting a Similarity-Attraction framework considering all participants in the service environment. The findings of this study hold important managerial implications, emphasizing that businesses should be mindful of the impact of race on SQE and consider fostering a diverse and inclusive service environment to enhance customer outcomes.

How service robots’ human-like appearance impacts consumer trust: a study across diverse cultures and service settings

PurposeThis study aims to compares the effects of different human-like appearances (low vs. medium vs. high) of service robots (SRs) on consumer trust in service robots (CTSR), examines the mediating role of perceived warmth (WA) and perceived competence (CO) and demonstrates the moderating role of culture and service setting.Design/methodology/approachThe research design includes three scenario-based experiments (Chinese hotel setting, American hotel setting, Chinese hospital setting).FindingsStudy 1 found SR’s human-like appearance can arouse perceived anthropomorphism (PA), which positively affects CTSR through parallel mediators (WA and CO). Study 2 revealed consumers from Chinese (vs. American) culture had higher CTSR. Study 3 showed consumers had higher WA and CO for SRs in the credence (vs. experience) service setting. The authors also had an exploratory analysis of the uncanny valley phenomenon.Practical implicationsThe findings have practical implications for promoting the diffusion of SRs in the hospitality industry. Managers can increase CTSR by augmenting the anthropomorphic design of SRs; however, they must consider the differences in this effect across all service recipients (consumers from different cultures) and service settings.Originality/valueThe authors introduce WA and CO as mediators between PA and CTSR and set the culture and service setting as moderators.

The impact of customer privacy concerns on service robot adoption intentions: A credence/experience service typology perspective

Customer privacy concerns and service scenarios are important influencing factors affecting the adoption of service robots. This research examines the mechanism and boundary conditions associated with the interaction effect between customers' privacy concerns and service type on their willingness to adopt service robots. Based on the “credence/experience” service classification, we conducted two scenario experiments and demonstrated that the interaction effect between privacy concerns and service type influences customers' willingness to adopt service robots. The findings suggest that individuals with high privacy concerns are less willing to utilize service robots in credence services (vs. experience services) than are individuals with low privacy concerns. Customer data vulnerability plays a mediating role in this relationship, which is moderated by personalization declaration. Theoretical and managerial implications are discussed.

Factor Influencing Consumer Decision Based on Customer Satisfaction in Credence Services: Success Key for Service Provider

Purpose- To reflect the method required to reach such a decision, academics have created the disconfirmation model in the pursuit of fulfilment. Through the application of product-based research, this model has developed. The viability of such a paradigm in the context of services has not been investigated. The application of the disconfirmation model's elements and the connections between them are in doubt. In this research, we looked at the variables that influence the consumer's choice of customer satisfaction in credence services, with a focus on the service provided by the service provider and the perception formed while using the services.
 Design/methodology/approach – 300 patients or the relatives of these patients participated in the study, and their observation for a variety of credence services was examined. The responses were gathered from the consumers using a structured questionnaire, and the question regarding the services used & other information which mostly contributing for selecting the service provider was undertaken during the survey.
 Findings – The current study aims to evaluate the disconfirmation model's relevance to the services environment as well as the affective extension put out by other researchers. According to theory, affect has a direct positive impact on performance reviews, customer satisfaction, and plans for return business. Disconfirmation is thought to directly improve customer satisfaction with the service experience. The results demonstrate that more customer offerings boost consumer happiness, which increases the likelihood of selection when service providers are being reconsidered. However, when the creativity and knowledge of the consumer are paired with the dependability of the provider, a decision-making offering is produced. Sovereignty is the most important source of credibility.
 Research Limitation/implications- The results of this study are based on the regions of Delhi & Noida, Ghaziabad, Gurgaon, Lucknow, and Barabanki. Other past research have suggested other techniques for boosting satisfaction. Further research would be helpful to determine whether hospital treatment efficiency and consistency have a substantial impact on patient satisfaction.
 Originality/ Value- In the current service environment, disconfirmation's impact was minimal compared to product-based uses of the model. The only thing that affects performance ratings significantly is affect. The model's considerable affective influence may be caused by the nature of the services. The study's conclusions are original in this field of study and take into account the value of a credibility service when selecting a service provider for the next round of options.

Modeling higher education institutional choice drivers: a pre- and in-pandemic study of business schools in India

PurposeThe decision to select one amongst many choices of higher education institutions (HEIs) is a complex process. At a theory-building level, this study investigates the determinants of students' decisions as they consider investing in a long-term credence service higher education (HE) contract in pre- and in-pandemic and the implications for education managers. The second aspect is how disruptive global events influence such choice-making.Design/methodology/approachThe study hypothesized that there would be significant differences in the driving factors and their weight in students' decisions seeking admission into B-schools (Business schools). Structural equation modeling (SEM) and t-test validate the determinants and test hypothesized differences.FindingsResults reveal that core faculty quality, industry exposure, institutional brand name, placement offered, return on investment and specializations offered are the preferred choice criteria. The results reveal that choice criteria in the pre-and in-pandemic differ significantly.Originality/valueThe application of the SEM approach on a large primary database of students during the pre and in-pandemic periods to understand the changes in the choice of B-school for admission is the original aspect of the paper. Insights from the four hypotheses which got rejected provide value to stakeholders. As the pandemic is rearing its head once again across the globe, this study would be able to inform admissions managers on how to navigate for admissions success.

Customer acceptance of service robots under different service settings

PurposeThis paper investigates the reasons for the differences in customers' acceptance of service robots (CASR) in actual experience and credence service settings for the following two aspects: (1) different antecedents affecting CASR and (2) different customer perceptions of their own characteristics (role clarity and ability) and service robot characteristics (anthropomorphism and ability).Design/methodology/approachThe data were collected using online surveys in an experience service setting (Hotel, N = 426) and a credence service setting (Hospital, N = 406). Differences in experience and credence service settings were examined using two statistical methods, namely, PLS-SEM to test the differences in antecedents affecting CASR and independent-samples t-tests to test the differences in customer perceptions of their own characteristics and service robot characteristics.FindingsThe results indicate that customers in an experience (vs credence) service setting have stronger positive attitudes toward and a greater intention to use service robots. Further, this paper finds there are two key reasons for the differences in CASR. The first is different antecedents. Perceived usefulness is positively influenced by the anthropomorphism of a service robot and customer ability in the experience service setting, but is influenced not in the credence service setting. Conversely, service robot autonomy positively relates to perceived ease of use in the credence service setting, but does not in the experience service setting. The second reason for CASR differences is different customer perceptions. Customers' ability and perceived ease of use are higher, while their perception of anthropomorphism of the service robot is lower in the experience (vs credence) service setting.Originality/valueThis study helps explain why there are differences in the CASR in different settings and presents two perspectives: (1) antecedents' affecting CASR and (2) customer perceptions of their own as well as service robot characteristics.

When does service employee’s accent matter? Examining the moderating effect of service type, service criticality and accent service congruence

PurposeThe purpose of this study is to further our understanding of the effects of service employees’ accents on service outcomes and to investigate the boundary conditions of service type, service criticality and accent-service congruence.Design/methodology/approachThis study reports on three scenario-based experiments with between-subject designs to assess customer reactions to service employees with nonstandard accents.FindingsThe findings revealed that the three service-related extraneous factors investigated in this study influence the direction and strength of accent’s impact. Service employees’ nonstandard accents generally negatively influence customers’ satisfaction with a service provider and purchase intentions. This effect is stronger for credence services than for experience services. While customer satisfaction with the service encounter tends to stay the same regardless of service criticality, they have less purchase intention in high service criticality situations when they deal with service employee with a nonstandard accent. Accent-service congruence enhances both satisfaction and purchase intention.Research limitations/implicationsThis study makes contributions to the accent in service interaction literature by enabling the authors to have a more complete understanding of how accent effects drive customer satisfaction and purchase intention. Future studies can take customer-related factors such as customer-service employee relationships, customers’ ethnic affiliation and ethnocentrism into consideration when examining the effects of accent in service interactions.Practical implicationsService managers need to be aware when nonstandard accents’ negative effects will elevate – credence service and service with higher criticality are better provided by service employee with a standard accent. A nonstandard accent that matches the service improves customer satisfaction and purchase intention and could be used to its advantage.Originality/valueThis study contributes to the service literature about service employees’ interaction with customers and is particularly relevant in multicultural societies with increasingly diverse workforces.

Tangible and intangible quality cues in service advertising: A construal level theory perspective

ABSTRACT Several researchers have recommended utilizing tangible cues in ads to minimize perceived risk; some have favored intangible cues for service differentiation. However, studies remain scarce on the effectiveness of quality cues (tangible vs. intangible cues) in the service type context (experience vs. credence). Furthermore, studies exploring differences in consumer evaluation of quality cues when making a purchase decision under varied temporal distance (e.g. the next day vs. six months later) remain inadequate. The first experiment (n = 124) demonstrates that an experience service ad designed using tangible cues is relatively more effective when the temporal distance is not salient. The second experiment (n = 281) reveals that in a distant temporal situation, an experience service ad employing intangible cues is relatively more effective in generating positive perceptions. Furthermore, no difference was observed in the evaluation of quality cues in credence services under varied temporal distance. The study offers crucial theoretical and managerial implications.

The TRISEC framework for optimizing conversational agent design across search, experience and credence service contexts

PurposeService providers increasingly use conversational agents (CAs), such as chatbots, to effectively communicate with customers while managing interaction costs and providing round-the-clock customer service. Yet, the adoption and implementation of such agents in service contexts remains a hit-and-miss, and firms often struggle to balance their CAs implementation complexities and costs with relation to their service objectives, technology design and customer experiences. The purpose of this paper is to provide guidance on optimizing CA design, therefore, the authors develop a conceptual framework, TRISEC, that integrates service logic, technology design and customer experience to examine the implementation of CA solutions in search, experience and credence (SEC) contexts.Design/methodology/approachThe paper draws on service marketing and communications research, combining the service context classification scheme of search, experience and credence and the technology infused service marketing triangle foci (service, technology and customer) in its conceptual development.FindingsThe authors find that an opportunity exists in recognizing the importance of context when designing CAs and aiming to achieve a balance between service objectives, technology design and customer experiences.Originality/valueThis study contributes to service management and communications research literature by providing interactive service marketing researchers with the highly generalizable TRISEC framework to aid in optimizing CA design and implementation in interactive customer communication technologies. Furthermore, the study provides an array of future research avenues. From a practical perspective, this study aims at providing managers with a means to optimize CA technology design while maintaining a balance between customer centricity and implementation complexity and costs in different service contexts.

Research on service robot adoption under different service scenarios

In the future, service robots are expected to become an integral part of people's experience in the service field. However, customer adoption of service robots is still low due to factors such as mismatched service scenarios and customer perception barriers. Through three experiments, this study explored the effect of different service scenarios on service robot adoption and the underlying mechanisms. For credence service, customers had a significantly lower service robot adoption intention in the core component than in the peripheral component; however, customers' service robot adoption intentions in both the core and peripheral components for experience service were relatively high. Further, perceived uncertainty mediated the interaction effect between the service type and service component on service robot adoption intention. This study deepens our understanding of customer responses to service robots and provides actionable strategic support for service providers to implement service robots.

Service Provider Hesitation in Credence Services: The Importance of Customer Expectations?

This research examines a novel reason for service providers withholding aspects of optimal service quality: hesitation. Previous research has shown that physiotherapists often hold back on delivering non-treatment based physical activity (NTPA) advice over concerns that it is not welcomed by patients. Using a survey method (N = 587), we found that users and non-users of physiotherapy find it likely and important to receive NTPA advice; NTPA is also positively linked to satisfaction. This study debates hesitation as a possible disconnect between customer expectations of value that is co-created in the physiotherapy clinic (“joint sphere”) vs. the outside of the clinic (“customer sphere”).

Mixed emotions and credence service use: insights from at-risk gamblers

PurposeThis paper aims to explore the power of appeals based on fear mixed with challenge co-designed with vulnerable consumers in motivating the use of credence services.Design/methodology/approachA qualitative phase (Study 1), comprising focus groups of self-identified at-risk gamblers, revealed a series of conceptual themes for advertising stimuli that were then tested empirically (Study 2) on the likelihood to use credence services in a gambling context. Individual characteristics such as tolerance of ambiguity were also tested for their potential moderating influence.FindingsIn comparison to appeals based on single emotions, fear mixed with the challenge has a significantly stronger impact on intentions to use credence services in at-risk gamblers. Findings confirm the indirect positive impact of fear mixed with the challenge via sequential mediators of involvement with advertising and attitude towards credence service advertising. The moderating role of tolerance of ambiguity on credence service use intentions was confirmed.Originality/valueThe potential of a fear mixed with challenge appeal to motivate vulnerable consumers to seek credence services has not been investigated to date. The findings contribute to both the transformative service research and advertising literature streams by providing valuable insights into promotional campaigns aimed at vulnerable consumers such as at-risk gamblers.

Influence of perceived quality on customer satisfaction in different stages of services

PurposeIn response to the call for research on customer experience across the customer journey, this study aims to analyze and compare the effects of perceived quality on customer satisfaction among the different stages of search, experience and credence services.Design/methodology/approachThis paper constructs a formation model of customer satisfaction based on service stages. Data on perceived quality and customer satisfaction in different stages of search, experience and credence services was collected through experiments and practical survey and the model was empirically tested through multiple linear regression.FindingsThe results show that perceived quality in the preparation and departure stages of search and credence services has a greater influence on customer satisfaction than in the delivery stage. While compared to the preparation stage, the perceived quality in the delivery and departure stages of experience service has a greater influence on customer satisfaction.Practical implicationsThis research will help service firms optimize the allocation of service resources according to the importance of different service stages within the three indicated service types, promoting customer satisfaction.Originality/valueThis is the first study of its kind to compare the effects of perceived quality on customer satisfaction among the stages of search, experience and credence services.

Change in Consumer Decision based on Customer Satisfaction in Credence Services: Implication for Service Provider

Purpose: The aim of this research paper is to study the measure the consumer decision on consumer satisfaction in credence services, in terms of the extent of the service provided by service provider and the information sources used. Design/methodology/approach: A structured questionnaire is used to collect consumers information and a survey was undertaken with patient or relative of these patients (n =201) to examining their practices for a range of credence services. Findings: Results suggest that higher the consumer offerings increase the consumer satisfaction. However, the consumer persuasion knowledge & provider credibility together forming an offering of decision autonomy leads most important source of credibility. Research Limitation/implications: The result of this study is based on lucknow, Delhi & NCR area and other previous studies also have suggested other ways to major the satisfaction. It would be useful more strongly whether basic amenities & Initial treatment in hospitals have a significant role on satisfaction. Originality/Value: The study shows the ways that the information search around basic amenities & Initial treatment in hospitals of credence services have a wide range parameter to increase the service provider credibility. The study result is unique in this area of research and utilizes the importance of credence service for considering the service provider in next set of selections.

A Qualitative Inquiry on Information Search Behaviour for Services In India

The service sector is the strongest pillar of any economy and offers tremendous opportunities for research. Information search behaviour for services has been a relatively underexplored area of research, particularly in emerging economies like India. The present study investigated the information search behaviour of consumers for search, experience, and credence services. The study was qualitative in nature and used interviewing and focus group discussion method to probe search behaviour. Data were collected in the Delhi–NCR region in India during the year 2019. Thematic analysis using constant comparison method was performed on the data. The study revealed that consumers exhibited different search behaviour for different types of services. Least efforts were expended for services rich in search attributes. Internet emerged as a popular source of information search for all the services. Age had a substantial impact on search behaviour. Quality of information was a major concern among consumers. This study contributes in broadening the understanding of information search behaviour of consumers of developing economies.

Online Reviews of Credence Service Providers: What Do Consumers Evaluate, Do Other Consumers Believe the Reviews, and Are Interventions Needed?

Consumer-generated online reviews of credence service providers, such as doctors, have become common on platforms such as Yelp and RateMDs. Yet doctors have challenged the legitimacy of these platforms on the grounds that consumers do not have the expertise required to evaluate the quality of the medical care they receive. This challenge is supported by the economics of information literature, which has characterized doctors as a credence service, meaning that consumers cannot evaluate quality even after consumption. Are interventions needed to ensure that consumers are not misled by these reviews? Data from real online reviews shows that many of the claims made in real reviews of credence service providers focus on experience attributes, such as promptness, which consumers can typically evaluate, rather than credence attributes, such as knowledge. Follow-up experiments show that consumers are more likely to believe experience claims (vs. credence claims) made by other consumers, claims that are supported by data, and longer reviews even if they are not more informative. The authors discuss implications for consumers and credence service providers and possible policy interventions.

Role of Social Identity in Shaping Online Review Behavior: Evidence from Natural Experiment

Our study examines how social identification (i.e., identity-based group attachment) can affect the valence and helpfulness of online reviews in the context of credence services. Rooting our hypotheses in social identity theory we compare online review behavior across three groups of intrinsically motivated reviewers. To do so, we consider a natural experiment setting across two leading review platforms (Google and Facebook). Constructing a unique panel data set of online reviews for a matched set of service providers across two platforms, we estimate a difference-in-difference (DID) model to assess the impact of identity-based group attachment induced by non-monetary status incentives. Implementing socially-oriented incentives is a double-edged sword. Our findings indicate that while strong identity-based attachment is pivotal for member participation and retention in knowledge generation communities, when it comes to product reviews in particular, a more general identity-based approach driven by affect generalization may result in more objective and helpful reviews.

When and how frontline service employee authenticity influences purchase intentions

In this manuscript, we investigate the central role of perceived frontline service employee (FSE) authenticity and the process by which it impacts purchase intentions, taking into account the represented brand's authenticity. While brand authenticity has previously been shown to enhance consumer outcomes, we find that FSE authenticity is a separate significant predictor of purchase intentions. Further, we find that FSE authenticity enhances purchase intentions by increasing perceived trust and perceived quality. However, this finding only holds for brands that do not emphasize their authenticity, indicating that brand managers should differentially emphasize FSE authenticity based on their brand's positioning. Furthermore, we investigate the robustness of these effects across both experience and credence services, and find that FSE authenticity is especially important in credence service contexts.

Credence Services: Role of Liability System in India

Consumer sovereignty is a myth in the healthcare services because of high information costs and bounded rationality. Moreover, producer sovereignty oriented surgeries and absence of social security system enhance patients’ vulnerability in India. Thus, the aggrieved patients approach consumer courts against deficiency in the services of physicians. Our study shows that these courts had received 57.61 per cent of the patients’ grievances that were related to surgery. The grievances reveal that the erroneous surgeries inflict harm on patients. As a result, patients’ incur healthcare costs and sufferings due to permanent disability, apart from premature deaths. Courts were able to decide only nine per cent, 23 per cent and 30 per cent of the total disposed of cases in favour of consumers at the National Commission, the State Commission of Andhra Pradesh and the District Forum of Nellore, Andhra Pradesh, respectively. This is due to causational link problem. Our analysis further posits that the law’s delay and costs on vexatious claims raise concerns about efficiency of the courts. The insight obtained is to alter physician behaviour by establishing an appropriate incentive structure to practise patient oriented health care.

Word‐of‐mouth information processing routes: The mediating role of message and source characteristics

AbstractThis study investigates word‐of‐mouth (WOM) information processing routes from active WOM seeking behaviour. Employing the elaboration likelihood model (ELM), the direct and indirect effects of factors within information processing routes are examined in a credence service context. A deeper exploration of the causal chains of each route was conducted using serial mediation models of message quality and source characteristics. Data were collected in the higher education context from a survey of 509 high school students applying for tertiary study. Findings indicate that active WOM seeking and the serial mediation effects elicit two routes of information processing: central and peripheral. This study is amongst the first to intensively reveal the underlying causal chains of WOM processing and supports the application of ELM theory in WOM research.