An empirical examination of the involvement to external search relationship in services marketing

The objective of this study was to investigate the effect of involvement on consumers’ external search activities across several service settings. Two of the services were credence services (life insurance and furnace overhaul) and two services were experiential services (exercise club and Caribbean vacation). Involvement was measured with a two‐dimensional nine‐item scale, the dimensions being importance and involvement. External search was assessed using a seven‐item two‐dimensional scale, source and effort in search. Self‐administered surveys were completed by 331 residents of a major Midwestern US city. The results indicate that, across all four services, involvement does indeed influence consumers’ propensity to search externally. Finally, the implications of the findings for marketing managers are discussed.