Action control, proxy control, and consumers' evaluations of the service exchange
Article first published online: 23 APR 2004
© 2004 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 21, Issue 6, pages 463–480, June 2004
How to Cite
Namasivayam, K. (2004), Action control, proxy control, and consumers' evaluations of the service exchange. Psychol. Mark., 21: 463–480. doi: 10.1002/mar.20014
- Issue published online: 23 APR 2004
- Article first published online: 23 APR 2004
This article adopts a consumer's point of view, and extends current literature that models the relationships between consumers' control perceptions, service providers' fair behaviors, and consumers' satisfaction with the exchange. Perceived control is disassembled into action and proxy control and their differential actions in the service exchange discussed. This article models, for the first time, the joint effects of perceived control and service provider behaviors on consumer satisfaction by explicitly connecting service-provider fair behaviors to consumers' perceptions of control. The results from two repeated-measures experiments provide support for the hypotheses. Specifically, a multivariate analysis of the data demonstrated main effects for the experimental manipulations on perceived control, perceived fairness, satisfaction, and behavioral intentions. An interaction effect between perceived control and perceived fairness was also evident in one experiment. Future research and managerial implications are discussed. © 2004 Wiley Periodicals, Inc.