Affective Responses Towards Service Providers: A Categorization Theory Perspective

Abstract

The purpose of this article is to investigate the role of categorization processes in credence-service evaluations. Results, based on two exploratory studies, indicate that categorization theory provides a useful basis for an examination of credence­ service evaluations. Further, results also demonstrate that subjects use both evaluative impressions of the service provider (derived out of categorization processes) and interaction style (perceived personal behaviors) of the service provider in judging the overall merit of the service encounter. Managerial implications and future research directions are discussed.