Familiarity and interest: in a learning center service context

Abstract

Services are inherently intangible, and high on experience as well as credence quality. To promote services effectively, a service provider must go beyond mere creation of awareness. There is a need to induce trial so that consumers are able to assess the experience and credence qualities. In addition, the notion of timing in the consumption process also plays a key role, i.e. pertinent information about the service at the appropriate time. These issues are empirically investigated in a higher educational setting, with a focus on learning augmentation services. The results indicate that although consumer interest increases with awareness, the increase in interest is even higher when awareness is coupled with trial. This study also indicates that interest in a service is a function of timing in the overall service consumption cycle. Finally, interest in service items offered is positively associated with the overall interest in the service provider. Promotion planners and brand managers need to take these into account for an efficient and effective promotional plan.

Citation

Paswan, A.K. and Ganesh, G. (2003), "Familiarity and interest: in a learning center service context", Journal of Services Marketing, Vol. 17 No. 4, pp. 393-419. https://doi.org/10.1108/08876040310482793