Abstract
This paper considers consumer behavior relative to the service characteristics of inseparability between the services and its producer.
Indeed, the non-mechanized service and its producer are one, because of the creative content of many, if not all, types of personal services. One may expect the consumer to survey alternative sources of services, carefully considering the ability of the source's service producers because of the creative content of the service.
The setting for this study utilized 166 graduate and undergraduate business students in attendance at the first summer session of 1980 at St. John's University, an urban institution. All students commute to school; there are no dormitory facilities. Furthermore, most graduate students are employed full-time, and attend only evening classes.
The operational procedure involved the distribution of a simple questionnaire of three questions. The intent of the questions was to find how much the consumers believed that service producers contributed to consumer satisfaction; how the consumers employed this attitude; and whether the consumers' perceptions of the role of the service producer changed over time. Accordingly, a before-and-after framework was attempted through the wording of the questions. Comparing the differences between the preference ratings given to each answer choice within the time framework measures the influence of time and experience on consumer perceptions.
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© 2015 Academy of Marketing Science
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Schlissel, M.R. (2015). A Study of Consumer Perception of the Service/Producer Unity Concept. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_97
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DOI: https://doi.org/10.1007/978-3-319-16976-7_97
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16975-0
Online ISBN: 978-3-319-16976-7
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