The role of certification in service relationships: Theory and empirical evidence

In this paper we draw upon multiple theoretical perspectives and develop a conceptual framework regarding the role of certification signals in service relationships. The central premise of this study is that sellers who use certification display for making promises also institute appropriate mechanisms for controlling service providers. Furthermore we hypothesize that the degree of certification display and agent screening is moderated by the relative costs of certification and screening respectively. We empirically test our model by analyzing data from a mail survey of automotive service managers. Our results support the theoretical notion that building customer relationships involves making and keeping promises in service delivery.