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The impact of customer cognitive competence on online service decision-making: an event-related potentials perspective

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  • Jing Wang
  • Meina Zhao
  • Gang Zhao

Abstract

Customer service online decision-making is subject to the perception of service value based on the interaction between customer cognition and emotion. The study reported in this paper examines the impact of customer cognitive competence on the online service perceived value. Thirty participants were divided into high- and low-cognitive-competence groups based on their responses on the service value perception survey. During the experiment, both groups were shown services that were available for online purchase. Changes in cognitive and emotional late positive potential (LPP) in the occipital and central–parietal region were recorded. In comparison with the customer sacrifice and customer benefit, the service value may elicit greater emotional LPP components in the central–parietal region and shorter cognitive LPPs in the occipital region in the group with high cognitive competence. Our findings present a potential neural mechanism for the impact of consumer cognitive competence on service value perception and decision-making, which may encourage the managers to improve service quality and guide the research of customer behavior and marketing.

Suggested Citation

  • Jing Wang & Meina Zhao & Gang Zhao, 2017. "The impact of customer cognitive competence on online service decision-making: an event-related potentials perspective," The Service Industries Journal, Taylor & Francis Journals, vol. 37(5-6), pages 363-380, April.
    • Handle: RePEc:taf:servic:v:37:y:2017:i:5-6:p:363-380
    DOI: 10.1080/02642069.2017.1325467
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    Cited by:

    1. Meina Zhao & Jing Wang & Heng Zhang & Gang Zhao, 2019. "ERP Perspective Analysis of PSS Component and Decision-Making," Sustainability, MDPI, vol. 11(4), pages 1-17, February.
    2. Shi-Woei Lin & Januardi Januardi, 2023. "Two-period pricing and utilization decisions in a dual-channel service-only supply chain," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 31(2), pages 605-635, June.
    3. Zhao, Meina & Wang, Xuqi, 2021. "Perception value of product-service systems: Neural effects of service experience and customer knowledge," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).

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