What is it about?
The experiment using healthcare service tests the effect of communication style and customer satisfaction. The 3 types of communication styles varied in deliberation of customer decision has been used with samples of medium class people by applying Video clip in IPAD. We found that customers who have high doubtful perception tend to satisfy with high decision enabling communication from service providers unless the service providers demonstrate their high credibility upfront.
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Why is it important?
Generally customers prefer service providers who enable their decision autonomy. If service providers need to convince customers for action. They need to select customers who have low doubtfulness perception with others or they need to demonstrate their high source credibility to high skeptic customers before making persuasion. This study enlighten the communication strategy in services and agency theory as well as ELM theory of communication.
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This page is a summary of: Customer preference for decision authority in credence services, Managing Service Quality, May 2014, Emerald,
DOI: 10.1108/msq-03-2013-0033.
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Resources
Communication Video (High credibility, high decision autonomy)
This is the video used in this research experiment. The communication style deliberate for customer decision and gain the highest satisfaction. The doctor in this video demonstrate her high credibility with the customer before starting communication.
Communication Video (low credibility, lowest decision autonomy)
The video is used in this experimental research. This communication is called "Authoritative style" which provide the lowest decision autonomy toward customers. Therefore the customers feel lowest satisfied with service provider. However if service providers demonstrate high credibility with customers, the satisfaction can be uplifted. Samples were shown with this video clip by ipad after reading scenario and answered the question afterward.
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