Service Clues and Customer Assessment of the Service Experience: Lessons from Marketing
指出顾客通过服务中的功能、机械和人际三类线索来评估服务体验，强调企业需有意识地设计和管理这些线索以影响顾客的理性与情感感知。
Executive Overview Because customers' assessment of services is based on performances rather than objects, they rely on the numerous clues that are embedded in performance when choosing services and evaluating service experiences. Indeed, it is often small clues that influence a customer's overall perception of an experience. Customers form perceptions based on the technical performance of the service (functional clues), the tangibles associated with the service (mechanic clues), and the behavior and appearance of service providers (humanic clues). Functional, mechanic, and humanic clues play specific roles in creating the customer's service experience, influencing both rational and emotional perceptions of service quality. Clearly and consistently designing and orchestrating clues is a critical management responsibility; businesses need to be “clue conscious” and add “clue management” to their job descriptions.