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So distant, yet useful: The impact of distal stories on customers’ service expectations

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  • Lee, Na Young
  • Noble, Stephanie M.
  • Zablah, Alex R.

Abstract

Due to the uncertainty and unpredictability of service experiences, customers often read other customers’ stories in online reviews before choosing a service provider. These stories include details about the storyteller, such as where she or he lives and when she or he experienced the service encounter. These details can make the reader feel near to or far from the service experience described in the story. In this study, we investigate how this near or far feeling — psychological distance — influences service expectations. Drawing from construal level theory (CLT), we propose that psychologically distant (vs. proximal) stories enhance customers’ service expectations by promoting a high- (vs. low-) level construal of the information presented and find broad support for this expectation using Yelp.com review data and lab experiments. This research contributes to the services marketing literature by revealing how seemingly innocuous aspects of stories embedded in online reviews influence service expectations.

Suggested Citation

  • Lee, Na Young & Noble, Stephanie M. & Zablah, Alex R., 2020. "So distant, yet useful: The impact of distal stories on customers’ service expectations," Journal of Business Research, Elsevier, vol. 113(C), pages 230-242.
    • Handle: RePEc:eee:jbrese:v:113:y:2020:i:c:p:230-242
    DOI: 10.1016/j.jbusres.2020.01.044
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    References listed on IDEAS

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    Cited by:

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