A Difference In Informational Influences: Services vs. Goods

Weinberger, M. G.; Brown, Samantha

doi:10.1177/009207037700500310

Cited by 7 publications

(10 citation statements)

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“…Other studies also support the premise that consumers acquire services differently than products. Weinberger and Brown (1977) found that rating information (excellent -recommended/very poor -not recommended) had a greater impact on the intention to buy a service compared to a product. In their study, Twible and Hansel (1991) compared the impact of vivid information on cognitive elaboration and advertising credibility for service advertising with product advertising.…”

Section: An Executive Summary For Managers and Executive Readers Can Be Found At The End Of This Articlementioning

confidence: 98%

Searching for information in marketspace: does the form ‐ product or service ‐ matter?

Venkatraman

Dholakia²

1997

Journal of Services Marketing

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Posits that companies offering services that directly compete with products are particularly interested in whether the form of the offering ‐ service or product ‐ affects the behavior of consumers. Compares in two tightly designed and rigorously implemented experiments, consumers’ information search behavior for services that compete with products. Finds that: the critical difference between services and products is not that personal sources are used more for services but that impersonal sources are used less; there are similarities between products and services in search patterns; and with greater knowledge about the service, product and service search does not look very different. Finally discusses implications of these findings for managerial action.

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Section: An Executive Summary For Managers and Executive Readers Can Be Found At The End Of This Articlementioning

confidence: 98%

Searching for information in marketspace: does the form ‐ product or service ‐ matter?

Venkatraman

Dholakia²

1997

Journal of Services Marketing

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“…Despite widespread acknowledgment of these attributes, no evidence exists in the literature substantiating these as uniquely characterizing services. Instead-and without apparent regard for systematic, operational definitionsa preponderance of services research is reported in which service scholars assume the adequacy of theoretical distinctions between goods and services in their selection of product exemplars (e.g., Bowen, 1990;George, Weinberger, Tsou, & Kelly, 1984;George, Weinberger, & Kelly, 1985;Guseman, 1981;Singh, 1990;Swartz & Stephens, 1984;Weinberger & Brown, 1977).…”

Section: Research Problems Associated With Services Marketing Researchmentioning

confidence: 99%

“…In both instances, product benefit is a subjective event predicated upon the perceptions of the consumer (Wyckham et al, 1975). Indeed, the perceptual process is the basis for product definition.…”

Section: A Theoretical Basis For a Consumer-referenced Definition Of mentioning

confidence: 99%

“…As noted by marketing scholars (Hollander, 1979;Wyckham et al, 1975) the search for generalizations in marketing ought not focus on differences between product form (i.e., goods and services), per se, but should focus on consumer-dependent variables. Clearly, the ability to generate a range of products accommodates this perspective of marketing research and practice.…”

Section: Research Implications Of Formalized Service Operationalizationsmentioning

confidence: 99%

“…However, while theoretically arguable, this apparent distinction lacksfrom a n empirical perspective, at least-full justification. While the body of service marketing literature has grown rapidly in recent years and is conceptually intriguing, disagreement also exists among marketers relative to the dichotomy between separate paradigms for "goods" and "services" marketing (see Brown & Fern, 1981;Enis & Roering, 1981;Levitt, 1979Levitt, , 1980Levitt, , 1981Wyckham, Fitzroy, & Mandry, 1975).…”

mentioning

confidence: 99%

See 2 more Smart Citations

Using consumer perceptions to operationalize the service construct: Exploratory research in theory extension and validation

Murray

Schlacter

1995

Psychology and Marketing

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Despite the ascendancy of services marketing as a topic of interest, an absence of empirical validation measures and well‐grounded research techniques in the area is evident. This article explores the need for marketing to develop an approach by which services marketing empirical research can be advanced. A methodology is proposed that operationalizes the service construct by identifying consumer perceptions of goods and services, and which provides a practical basis for conducting empirical research. Empirical evidence is offered that suggests strong reliability and face validity in support of this approach. © 1995 John Wiley & Sons, Inc.

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A comparison of service quality dimensions conveyed in advertisements for service providers in the USA and Korea

Bang

Raymond

Taylor

et al. 2005

International Marketing Review

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Purpose -This cross-national study seeks to examine the service quality dimensions and advertising appeals conveyed in services advertisements in the USA and Korea. Design/methodology/approach -Using Hofstede's cultural dimensions as a basis for distinguishing cultures, this study explores the role of culture in services advertising strategy. Content analysis was used to examine services advertising in the USA and Korea. Findings -The results of a content analysis of over 400 magazine advertisements suggest that advertisers may be able to standardize services advertising in magazines by type of advertising appeal and on specific service quality dimensions. Research limitations/implications -As the service sector continues to grow, future research is needed to compare services advertising for different types of services and in other media. Experimental studies that explicitly examine what types of cues are effective with Korean consumers are needed. Practical implications -Implications for advertisers attempting to reach Korean consumers suggest that, in magazine advertising, rational appeals tend to be considerably more common than emotional appeals. Cues related to reliability and assurance also are used very frequently, suggesting that they may be well received by Korean consumers and thus that they should be used by many services advertisers. However, advertisers must consider the significance of what an Asian factor means for advertising strategy. Originality/value -This study contributes to the literature and provides insights to services providers and advertisers by comparing which advertising appeals and dimensions of service quality are conveyed in services advertising in Korea and the USA and by comparing the advertising strategies with cultural dimensions.

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A Difference In Informational Influences: Services vs. Goods

Cited by 7 publications

References 0 publications

Searching for information in marketspace: does the form ‐ product or service ‐ matter?

Searching for information in marketspace: does the form ‐ product or service ‐ matter?

Using consumer perceptions to operationalize the service construct: Exploratory research in theory extension and validation

A comparison of service quality dimensions conveyed in advertisements for service providers in the USA and Korea

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