The Clues of Customer Service

In choosing and using services, customers frequently behave like “detectives” as they search for information and organize their perceptions into a set of feelings about the service. For example, everything on a restaurant table potentially communicates to customers, including the table covering used, if any, the use of paper or cloth napkins and their texture, and the cleanliness of the table. That assessment is then combined with reactions to the presentation of the meal and the food itself. Customer's active processing of stimuli that can help inform their choices and influence their feelings about the experience. Customers use the following types of service clues to judge the service experience:

 (i)    Functional Clues      

Functional clues concern the technical quality of the service, particularly relating to whether the service is performed competently. It is the accuracy and efficiency of the service. For example, the tasteful, fresh and wholesome food served at an appropriate temperature is a functional clue, as is the appropriate pacing of the meal. While functional clues are the foundation of the dining experience, however, functionality constitutes only part of that experience.

(ii)   Mechanic Clues

Mechanic clues are nonhuman elements in the service environment consisting of ambient factors and conscious design of space to create certain effects in buyers to enhance purchase likelihood. For example, white linen tablecloths, smell, music, color, photos of events, crystal chandeliers and soft lighting, serve as mechanic clues. In the Hard Rock Cafe, for example, customers are surrounded by authentic rock and roll memorabilia, such as a guitar signed by John Lennon or a leather jacket worn by Elvis Presley, hung on the walls. These mechanic clues help to establish the Hard Rock brand. Research has also shown that music volume and tempo influenced the amount of time and money consumers spent in retail and restaurant establishments. Mechanic clues are especially important in services marketing because the intangibility of the offering leads customers to rely on tangibles to evaluate the experience. The mechanic clues in the service environment assist customers in understanding and interpreting the service.

 (iii)  Humanic Clues

 In addition to mechanic clues, employees' behavior during a service also provide powerful clues that contribute to customers' perceptions of service quality. Humanic clues consist of the behavior of service employees, including body language, tone of voice, and choice of words used. For example, the warm, friendly smile and sincere greeting of the service employees illustrate humanic clues. A service employee’s pacing in serving a meal and attention to customers' readiness for the next course should influence perceptions of service quality. In inseparable services where both the customer and service employee must be present, humanic clues influence customers' perception of service quality. Customers' assessment of employees' effort and service performance has been found to have a strong effect on satisfaction and customers' switching behavior. Thus, while mechanic clues can set the stage by influencing customers' expectations, humanic clues typically play a prominent role in delivering on the promise through the service provider's performance.

In effect, customers look for tangible clues to help inform their expectations of a service. While customers' perceptions of mechanic clues are positively related to their expectations of the service, humanic clues dominate the influence of mechanic clues. A rude or aloof service employee can effectively ruin a customer's experience even if the meal was prepared properly. Ideally, functional, mechanic, and humanic clues must be managed in a consistent way to enhance the customer's service experience.