Perceived Control and Consumer Attribution for the Service Encounter

This study investigates the relationship between perceived (un)control and consumer attributions following a service encounter. In addition to looking at the effects of consumer attributions on postconsumption behavior, our study also explores the key antecedent of consumer causal inferences. Results obtained confirm that level of uncontrol is positively related to the triggering of attributions. Moreover, the reported cause of a positive or negative service encounter is also associated with level of uncontrol experienced by the consumer.