The Impact of Consecutive Service Encounters (Success vs. Failure) on Customer Responses

• Main Authors: Huang, Hsin-Yao, 黃信堯
• Other Authors: Chang, Chia-Chi
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/85268629138447125197

碩士 === 國立交通大學 === 管理科學系所 === 98 === For sellers, buyers’ evaluations of service are the most important thing. However, it is impossible to provide 100% successful service every time. Therefore, it is necessary to discuss a consumer’s evaluation of a company after each service encounter and answer the following question: How do buyers evaluate sellers after service experiences? This paper focuses on the way consumers formed their judgment by using the concept of mental accounting and prospect theory. We found that sellers’ credit to buyers would be different from successful to failed service outcomes, and it could be withdrawn with an increase in the number of failed service experiences. However, sellers’ credit could not be accumulated with the increase in successful service experiences. Equity theory made buyers take the successful service experience for granted because of their payment, and it made buyers regard the success as a necessity of the whole service encounter.