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The Journey Or the Destination

其他書名	Asymmetric Impact of Process and Outcome on Service Evaluations
出版	SSRN, 2015
URL	http://books.google.com.hk/books?id=DMf_zgEACAAJ&hl=&source=gbs_api

註釋Extant literature has pointed at how process and outcome of service encounters impact the overall service evaluation. Little has been known about how individuals process these two elements (process vs. outcome) and evaluate them. We draw theoretical insights from Construal Level Theory and propose that individuals assign asymmetric weights to the two elements of service encounters based on the Construal Level associated with the context of the service experience. We test our propositions with real consumer reviews posted on an online portal and find support for the same. We provide theoretical and managerial insights.