Evaluating service firms: Approaches with policy recommendations

Evaluation of service firms is a problem because the service sector of the world economy is growing so fast. Consumers often do not have reliable information about services prior to making a buying decision. This paper presents a model of service evaluation. Several applications, including Consumers' Checkbook, Which? and a test conducted in the U.S., of a mail survey methodology are examined as possible solutions to this problem. Lessons learned from these experiences are provided. Finally, implications are drawn regarding tactical, public policy, and academic research issues.