The Journey Or the Destination: Asymmetric Impact of Process and Outcome on Service Evaluations
Extant literature identifies process and outcome to be different aspects but says little about how individuals process them while evaluating serivces. Based on theoretical insights from Construal Level Theory and empirical analysis on real online consumer reviews we found why process and outcome gets asymmetric importance while evaluating services.
Aruna Divya Tatavarthy and Swagato Chatterjee (2015) ,"The Journey Or the Destination: Asymmetric Impact of Process and Outcome on Service Evaluations", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 110-111.
Aruna Divya Tatavarthy, Indian Institute of Management Bangalore India
Swagato Chatterjee, Indian Institute of Management Bangalore India
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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