Consumer education and service quality: conceptual issues and practical implications

Abstract

Service quality has attracted considerable attention within the service marketing literature, but despite this, high profile consumer education has not been considered a valuable strategy. Argues that consumer education is a powerful quality strategy in a variety of service contexts and that it is already being used by an increasing number of service organizations. This paper sets out the conceptual relationship between consumer education and service quality prior to developing an information‐education continuum that could help organizations recognize when consumer education might be a useful competitive strategy. The article concludes with a discussion of practical issues that organizations need to consider before implementing consumer education programs.

Facilitating Informed Decision-Making in Financial Service Encounters

“…However, the mere provision of additional information in a service setting has no significant effect on a client's decision capability (Chater et al 2010). This is in line with Burton's (2002) general model of consumer education, which assumes a general relationship between the knowledge distance between provider and client, and the knowledge transfer method used. In a low knowledge distance service (e.g., a haircut), the simple provision of relevant information might be sufficient, while in complex services, client learning is required (Burton 2002) but does not seem to happen sufficiently (e.g., Oehler and Kohlert 2009).…”

“…This is in line with Burton's (2002) general model of consumer education, which assumes a general relationship between the knowledge distance between provider and client, and the knowledge transfer method used. In a low knowledge distance service (e.g., a haircut), the simple provision of relevant information might be sufficient, while in complex services, client learning is required (Burton 2002) but does not seem to happen sufficiently (e.g., Oehler and Kohlert 2009). A recent study (Fernandes et al 2014) stresses the necessity to transfer knowledge directly when it is needed.…”

“…This just-in-time knowledge transfer scheme (cf. Fernandes et al 2014) applies learning instead of mere information provision (Burton 2002) and resembles the necessary procedural requirements for informed decision-making (cf. Gafni et al 1998).…”

The Effects of Shopping Well-Being and Shopping Ill-Being on Consumer Life Satisfaction

“…It is also important to empower consumers to ensure that the market system works best to deliver the fruits of a free economy (e.g., Burton 2002;Xiao et al 2004). Such a market system is governed by high level of fair competition and empowered consumers who shop around.…”

Co-production of the car as a 'service': involving customers in the value chain

“…In this new relationship, the role of the OEM is shifting from investigator to teacher. In this respect, Customer Education is becoming more and more important for companies wanting to implement a competitive strategy based on service quality [Burton, 2002]. This strategy implies evaluating services on many criteria such as the complexity of service, the rate of service innovation, etc.…”