| In the current competitive global market, service companies always want to provide more and better service to satisfy their customers. However, providing excessive service to customers will not always increase customer satisfaction, and sometimes even cause negative results. Based on this phenomenon of excessive service, we design a 2x3 experiment with 2 service levels and 3 service categories, focusing on tangible facilities and employee responsiveness. Through the experiment we develop questionnaires to investigate the impacts of the factors on consumer behaviors. The results show that customer will have higher satisfaction when employee responsiveness is in adequate service level in both hair salon and theater. However, the service levels related to tangible facilities do not have significant influence on customer behaviors. This study can provide guidelines for service companies. Based on their service categories, they can design a service procedure to meet customer needs and to save the cost simultaneously. |
Updated 07/09/2013