The “Buffer” effects of Service Quality Cues on Credence Service Quality

Document Type

Conference Proceeding

Conference Track

Service Marketing/ Non-Profit Marketing/ Ethics

Publication Date



The purpose of the current study is to understand how customer will respond to a service failure when they are exposed to service quality cues. Two managerial moderators of service relationship and service guarantee as the signals of service quality are added into the hypothesized model and employed as extrinsic cues. The findings indicate that trust in the service provider mediates the effect of evaluation of experience service on evaluation of quality of credence service. Service guarantee has stronger positive effect on perceived expertise as service failure occurs, and the “buffer” effect is identified as negative effect of service failure is alleviated not only when the service is difficult to evaluate but also when service guarantee is presented as strong.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

This document is currently not available here.