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Abstract ▼ AI-Helper

Applying the FCB grid to services, this study compares the use of message appeals and service quality dimensions in brand web site among four different service types: high-involvement/rational, high-involvement/emotional, low-involvement/rational, and low-involvement/emotional brands. Results from a...

Applying the FCB grid to services, this study compares the use of message appeals and service quality dimensions in brand web site among four different service types: high-involvement/rational, high-involvement/emotional, low-involvement/rational, and low-involvement/emotional brands. Results from a content analysis of 157 service web sites show that rational appeals dominated online messages regardless of the type of services. Messages for rational service brands used rational appeals in more than 80% of the sample, while the use of message appeals for emotional services varies by the level of consumers" involvement with brands. The post hoc analysis reveals that messages for low-involvement/emotional services employed emotional appeals more often than the other three service types. With respect to the use of service quality dimensions, tangibility cue is most often used by all four service types. When the five service quality dimensions are compared across four service types, significant between-service differences are observed in reliability, responsiveness, and tangibility cues. These differences are attributable to the variation in the level of involvement and information processing mode for the ad messages. Possible explanations for these findings and managerial implications are discussed.

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