Abstract
This paper examines consumer information processing under two conditions: 1) under initial service evaluations and 2) over the course of long-term service relationships. Marketing researchers have examined consumers’ information search and choice decisions for services (cf. Zeithaml 1981; Murray 1991). However, consumer information processing over the course of services marketing relationships have not yet been addressed. First, two modes of information processing — piecemeal-based and category-based processing — are discussed. Next, the two modes of information processing are discussed in the context of evaluation of new services and in the context of services marketing relationships over time.
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Keaveney, S.M. (2015). Information Processing of Services: Implications for New Services and Relationship Marketing. In: Crittenden, V.L. (eds) Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13248-8_94
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