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service sector, individual consumer's control
Factors that play important roles in influencing an individual consumers need to control in service situations were investigated. A test instrument was developed for two services and several core dimensions were found to be important, i.e., ones proficiency at the task, degree to which the task is convenient to accomplish, and importance to consumer. A refined questionnaire was developed which can be used to predict consumers willingness to relinquish control. Several managerial implications are then presented.
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