Is "proof" the Eighth "P" of Service? A Conceptual Model and Propositions. Issue 4 (2nd October 2017)

• Record Type: Journal Article
• Authors: Moorthi, Y. L. R.; Roy, Subhadip
• Is Part Of: Services marketing quarterly. Volume 38:Issue 4(2017)
• Page Start: 213
• Page End: 225
• Publication Date: 2017-10-02
• Subjects: Service management -- services marketing -- eighth P of services -- conceptual model; Marketing -- Periodicals; Service industries -- Periodicals; 658.8
• DOI: 10.1080/15332969.2017.1363586
• Languages: English
• ISSNs: 1533-2969

Abstract

ABSTRACT: The article aims at making a conceptual contribution to services marketing literature by proposing an eighth "P" called "proof." Proof is a simple operational measure or an intuitive indicator that helps the customer quickly assess the efficacy of a service. The article discusses services marketing literature and develops propositions that underscore the importance of proof as the eighth P. When proof is provided about a service to the customer, it affects all service outcomes (i.e., service evaluation, purchase intent, customer satisfaction, and repurchase intent). Though conceptual, the article provides practical implications as well.