Service validity and service reliability of search, experience and credence services. A scenario study

Purpose – The purpose of this research is to add to our understanding of the antecedents of customer satisfaction by examining the effects of service reliability (Is the service “correctly” produced?) and service validity (Is the “correct” service produced?) of search, experience and credence services.Design/methodology/approach – Service validity and service reliability were manipulated in scenarios describing service encounters with different types of services. Customer satisfaction was measured using questionnaires.Findings – Service validity and service reliability independently affect customer satisfaction with search services. For experience services, service validity and service reliability are necessary conditions for customer satisfaction. For credence services, no effects of service validity were found but the effects of service reliability on customers' satisfaction were profound.Research limitations/implications – Scenarios provided a useful method to investigate customer evaluation of differe...