A Study on the Effects of Convenience on Service Evaluation

Convenience is one of the most prominent concepts in the literature as customers have demanded greater convenience in service exchanges. Although the literature provides several methods for measuring convenience effects, almost all of them have some limitations. The purpose of this study is to explore how convenience influences service evaluation, we use consumer well-being (CWB) as a representative of service evaluation which indicates the positive impacts of businesses on their consumers. We also investigate how individual characteristics affect consumer well-being and its interactive effects with convenience. The implications for theory and practice are discussed, some suggestions for future research are offered.