Author : Joonkyung Kim
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (133 download)
Book Synopsis Choosing Service Providers by : Joonkyung Kim
Download or read book Choosing Service Providers written by Joonkyung Kim and published by . This book was released on 2018 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: A large component of marketing communication consists of service providers trying to persuade clients to use their services. This persuasive information frequently takes the form of service providers' past experience, some of which is highly relevant to the clients' interest and others less so. Two essays investigated how different ways of describing the work experience of service providers influence clients' choices. The first essay examined how service providers and clients chose between two work descriptions which described the less relevant work experience using either a specific (e.g., fund manager) or general (e.g., financial service) job category. Findings show that service providers choose a specific description of their work experience with more information than clients would want to see. It was because service providers judged presenting specific descriptions as a signal of their transparency more than clients judged it. Specific descriptions were judged as transparent when participants considered that a service provider could have described the same experience using a less-revealing general description. Considering that the service provider could have chosen a less transparent description was easier for service providers whereas this same transparency is more difficult for clients to observe. The second essay identified two types of experience, broad and deep, and examined whether and when each type of experience is evaluated more favorably. Drawing upon the theory of mindset, I found that deep experience is evaluated highly when clients adopt an implemental mindset. Clients evaluated a service provider with deep experience more favorably when they need someone to implement a task than when they need someone to consult with to find a solution for their problem. Moreover, a service provider with deep experience was evaluated highly when clients needed the service immediately and reviewed implemental steps for solving their problem. The current research contributes to the literature by showing that evaluation of a specific information format and an information format highlighting depth of experience depends on the type of viewer and implemental mindset. Furthermore, the findings offer insights into service literature by showing transparency inferred from self-description and depth of experience as factors influencing choice.