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SUMMARY:Customer Reactions to Service Separation - Hean Tat Keh\, Guanghua
  School of Management\, Peking University
DTSTART:20100720T130000Z
DTEND:20100720T140000Z
UID:TALK23698@talks.cam.ac.uk
CONTACT:Chris Pearson
DESCRIPTION:Prof. Hean Tat Keh’s research dispels the widely-received wi
 sdom that a universal distinguishing characteristic of services lies in th
 e inseparability between service production and consumption. He conceptual
 ly argues that in many instances\, services can be separable. The interest
 ing question is how do customers react when they are faced with both separ
 ated and unseparated modes of delivery for the same core service (e.g.\, h
 aving a meal at a restaurant or ordering take-out service)? He finds that 
 consumers first weigh the trade-off between the advantages of service sepa
 ration (i.e.\, access convenience and benefit convenience) and its drawbac
 ks (i.e.\, performance risk and psychology risk)\, which\, in turn\, affec
 t perceived value.\nFurther details are available at http://www.aimresearc
 h.org/index.php?page=alias-32.
LOCATION:Keynes Room\, Judge Business School\, Cambridge
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