So distant, yet useful: The impact of distal stories on customers’ service expectations

Volume: 113, Pages: 230 - 242
Published: May 1, 2020
Abstract
Due to the uncertainty and unpredictability of service experiences, customers often read other customers’ stories in online reviews before choosing a service provider. These stories include details about the storyteller, such as where she or he lives and when she or he experienced the service encounter. These details can make the reader feel near to or far from the service experience described in the story. In this study, we investigate how this...
Paper Details
Title
So distant, yet useful: The impact of distal stories on customers’ service expectations
Published Date
May 1, 2020
Volume
113
Pages
230 - 242
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