Evaluaiotn of services attributes

• Main Authors: LIN, CHIOU LING, 林秋伶
• Other Authors: Huang Chih Wen
• Format: Others
• Language: zh-TW
• Published: 1996
• Online Access: http://ndltd.ncl.edu.tw/handle/9td5r9

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).