Customer Reactions to Service Separation

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• Hean Tat Keh, Guanghua School of Management, Peking University
• Tuesday 20 July 2010, 14:00-15:00
• Keynes Room, Judge Business School, Cambridge.

If you have a question about this talk, please contact Chris Pearson.

Prof. Hean Tat Keh’s research dispels the widely-received wisdom that a universal distinguishing characteristic of services lies in the inseparability between service production and consumption. He conceptually argues that in many instances, services can be separable. The interesting question is how do customers react when they are faced with both separated and unseparated modes of delivery for the same core service (e.g., having a meal at a restaurant or ordering take-out service)? He finds that consumers first weigh the trade-off between the advantages of service separation (i.e., access convenience and benefit convenience) and its drawbacks (i.e., performance risk and psychology risk), which, in turn, affect perceived value. Further details are available at http://www.aimresearch.org/index.php?page=alias-32.

This talk is part of the Cambridge Service Alliance Forum series.

This talk is included in these lists:

• All Talks (aka the CURE list)
• Keynes Room, Judge Business School, Cambridge

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