About My Health Careers Internship MedBlogs Contact us
Medindia LOGIN REGISTER
Advertisement

Longer Service Periods Does Not Ensure Quality or Faster Service

by Medindia Content Team on October 5, 2007 at 8:06 PM
Font : A-A+

Longer Service Periods Does Not Ensure Quality or Faster Service

And, they have the data to back up their claim that people should refrain from judging something primarily by its duration.

"This research demonstrates that consumers tend to use the duration of a service as a basis for their evaluation of the service. Although consumers may understand that the duration of the service in itself does not determine its value, they tend to believe in a positive correlation between the two," Catherine W. M. Yeung, University of Singapore and Dilip Soman, University of Toronto said.

Advertisement

Taking from real world situations the researchers found that consumers evaluated the price of a lock-picking service as a better value when the service took longer than when the lock was picked faster.

When paired with price information, longer service periods were viewed more favourably than shorter service periods, even if the duration should have nothing to do with quality or if faster service might have been considered more efficient.
Advertisement

"We propose that consumers rely on the duration heuristic, judgment based on time, because it simplifies the evaluation process," Yeung and Soman said.

"In particular, the duration heuristic is most likely to be seen when the duration of the service experience is evaluable relative to other features and when duration is considered in relation to price," they said.

Significantly, the researchers found that when no price information was given, time was not a factor in consumer evaluations.

A consumer who does not know what to expect from a 60-minute physical training program would be unlikely to judge the program based on its duration.

However, introducing a dollar amount allows consumers to make a price-per-minute assessment and leads many consumers to prefer the longer session, even when there is no relation of it with time.

"Our position is that in general, the use of heuristics should not be regarded as irrational. . . . Human beings use heuristics because they are smart - they come up with shortcuts to simplify decisions that are less important so that they can spend more resources on decisions that are more important," Yeung and Soman said.

"Marketers who plan to improve the efficiency of their services should, therefore, make it very explicit to their customers that the shorter duration of their services is an effort to improve the efficiency of their services," they added.

Source: ANI
SPH/C
Advertisement

Advertisement
News A-Z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Advertisement
News Category
What's New on Medindia
Turmeric: Magic Ingredient to Keep you Healthy in Winter
Top 7 Benefits of Good Oral Hygiene
Healthy and Safer Thanksgiving 2021
View all

Medindia Newsletters Subscribe to our Free Newsletters!
Terms & Conditions and Privacy Policy.

More News on:
Amoebic Dysentery 

Recommended Reading
India’s Medical Tourism Market to Grow to $2 Bn by 2012
India's medical tourism market is growing by 25 percent annually and is expected to become a $2 ......
Amoebic Dysentery
Amoebic dysentery or amoebiasis is an infection of the intestine that causes diarrhoea most frequent...

Disclaimer - All information and content on this site are for information and educational purposes only. The information should not be used for either diagnosis or treatment or both for any health related problem or disease. Always seek the advice of a qualified physician for medical diagnosis and treatment. Full Disclaimer

© All Rights Reserved 1997 - 2021

This site uses cookies to deliver our services. By using our site, you acknowledge that you have read and understand our Cookie Policy, Privacy Policy, and our Terms of Use