Features of service relationships and encounters

This article explores the experiences of customers who receive service in r elationships (customers who return to the same provider for service), pseud orelationships (the same organization but a different provider), and encoun ters (neither a regular provider nor a regular firm). We examined interacti ons with hairstylists, auto mechanics, and physicians to test hypotheses ab out customers' reactions to service delivery. Although customers respond pa rticularly well to service relationships, based on our results for auto mec hanics, it appears possible for firms to design pseudorelationships that al so are relatively high in trust.