| Summary: | 碩士 === 淡江大學 === 國際貿易學系 === 84 === Services typically become more important as an economy becomes
more developed.The distinguishing characteristics of services
include intangibility, heterogeneity, perishability, and, often
,simultaneous production and assumption.Because of these
characteristics ,services are more difficult to measure
thanproducts. The purchase of services are somewhat riskier,
brcause consumers are not confident of their abilities to judge
the goodness of the services. A nonparameter analysis is used
to examine subjects' evaluation of services attributes which are
price, level of quality, friendliness of service personel, the
degree of customization and specialist knowledge, and
reputation. The impact on subjects' evaluation of services
attributes was studied in relation to several factors, including
the type of service industry being evaluated (ie.experience or
credence services); the criticality of the service situation
(ie.high or low imprrotance that the service be executed well).
The results indicatethat :(1) The evaluation of services
attributes is influenced by sex, age, anddepartment.(2) As risk
increases consumers may seek benefits (such as highquality,
friendly service providers, customized knowledge, and good
reputation),whereas in situtions of relatively less risk,
consumers may seek competive costs(such as lower price).
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