Customer reactions to service separation

Keh, Hean Tat and Pang, Jun (2010) Customer reactions to service separation. Journal of Marketing, 74 2: 55-70. doi:10.1509/jmkg.74.2.55

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Author Keh, Hean Tat
Pang, Jun
Title Customer reactions to service separation
Journal name Journal of Marketing   Check publisher's open access policy
ISSN 0022-2429
Publication date 2010-03
Sub-type Article (original research)
DOI 10.1509/jmkg.74.2.55
Volume 74
Issue 2
Start page 55
End page 70
Total pages 16
Place of publication Chicago, IL, United States
Publisher American Marketing Association
Collection year 2011
Language eng
Abstract Recent research suggests that inseparability is not a universal distinguishing characteristic of services and that the consumption of many services is or can be separated from their production. This research defines service separation as customers' absence from service production, which denotes the spatial separation between service production and consumption. In a series of qualitative and quantitative studies across different services, the authors examine customer reactions to service separation. The results indicate that service separation increases customers' perceptions of not only access convenience and benefit convenience but also performance risk and psychological risk. Furthermore, these effects differ across services. Specifically, relative to experience services, for credence services, the effects of separation on service convenience are mitigated, and the effects on perceived risk are magnified. Subsequently, the convenience and risk perceptions induced by service separation can influence customers' purchase decisions and postexperience evaluations. Customers prefer separation for experience services and when they have an established relationship with the service provider. Finally, the authors discuss the theoretical contributions and managerial implications and offer directions for further research.
Formatted abstract

Keyword Inseparability
Perceived risk
Perceived value
Service convenience
Service separation
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: ERA 2012 Admin Only
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 26 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 41 times in Scopus Article | Citations
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Created: Thu, 07 Apr 2011, 11:39:18 EST by Karen Morgan on behalf of UQ Business School