CONSUMER RESEARCH IN THE SERVICE SECTOR

A number of articles in recent years have pointed out the unique features one encounters when studying the service sector. Some of these differences are in degree. For example, Stiff and Pollack (1982) point out that service business are more often apt to be of small scale and locally owned and as a consequence, service industries often have lower connectration ratios. Of relevance to the consumer behaviour researcher is the fact that services involve intangible rather than tangible attributes. For instance, rental of motel room does involve tangible factors like the temporary use of a bed, dresser, and a swimming pool plus "Permanent" consumption of tangible goods such as food and liquor, soaps and shampoos. However, one also gains access to intangibles such as ambience, location, reservation assistance and staff friendliness or competence. Another difference between the product and service sectors of interest to the consumer behaviour researcher are differences in kind. For example, the purchase of many services involves both consumption and production on the part of consumers. "Purchase" of an education clearly requires a good deal of production on the part of the student. As students are often told, 'the more you put into a course [produce], the more you get out of it [consume]." What is crucial is that in buying such services as a movie, concert, psychiatric care or home improvement tool rental, the quality of the service can be materially affected by the consumer's own input. Further, because many services are created in the process of consumption, this means that,by definition, they cannot be protested in advance of purchase. One typically cannot practice visiting a doctor, getting a television required, or staying at an out-of­ town hotel.