Effects of service mechanisms and modes on customers' attributions about service delivery

Abstract

We investigate the influence of two service delivery characteristics, service mechanism and mode, on customers' attributions about the quality of service. One hundred sixty-six students were surveyed about the type of service mechanism (relationship, encounter, and pseudorelationship), the perceived quality of service, and their attributions about the service delivery in three different service modes (face-to-face, telephone, and Internet) across two different service domains (banking and travel). Results indicate that customers with relationships perceive the quality of service they receive higher than those customers with pseudorelationships or encounters. In general, customers make attributions for service quality to the service provider rather than to external factors or themselves. In addition, customers who receive service face-to-face are less likely to give blame or credit to the company than those who receive service over the telephone or Internet. Interactions between perceived service quality and mechanism for different attributions are observed, indicating that the type of service delivery has a greater influence on customers' attributions when service quality is low.