Abstract
The purposes of this study are to analyze users’ evaluation pattern of non-face-to-face services and to consider its business implications. Based on the qualitative research on four services by using laddering method, the principal element of evaluation that users perceive at a time transfers from ‘Speed’ to ‘Assurance’ and finally to ‘Empathy’ as the service concerned proceeds. Non-face-to-face services that involve computer and information technology at the service encounter, as well as traditional face-to-face services, should be analyzed not only from the result but also from the service process.
