THE EFFECTS OF INTERACTION TIME ON CUSTOMERS’ SATISFACTION LEVEL AND SERVICE QUALITY RATINGS

Abstract

The main objective of this thesis is to explore the effects of interaction time on satisfaction level and service quality under different circumstances. Scenarios were constructed to include varying skill levels, service experience and service types to examine the effects of interaction time. This piece of research adds to existing literature a relatively unexplored dimension of interaction time. This thesis consists of three studies which provide evidence of the effects of interaction time. Study 1 explored whether level of skills moderates the effect of interaction time on perceived satisfaction level and service quality such that longer interaction time from high-skilled (lowskilled) personnel will have positive (negative) influence on perceived satisfaction level and service quality. The findings from the clinic scenario support the research’s hypothesis while it was not the case for the salon scenario. Inconsistency in the findings between the two scenarios may be attributed to the effect of outcome uncertainty difference between the two service encounters. Study 1’s findings motivate study 2 with a change in service context and the same pattern of findings was observed. Study 3 looked at the role of consumers’ affective expectations before a service encounter. Using the hedonic-utilitarian framework as a guide to segment service encounters, the pattern of findings was in direct contrast to study 1 and 2. The effect of interaction time on perceived satisfaction level and service quality is confounded by the skill levels, service contexts, nature of the service contexts as well as outcome perceptibility of the service encounter. Following the 3 studies, theoretical and managerial implications are discussed and directions for future research are provided.