Limitations and Future research

The results of this study introduced some ideas to researchers and managers about

how customers make attributions, but still faced several limitations. First, 55.4 percent of

participants were students, whose perception might not be the same as other consumers

with distinct occupations. Seventy-five percent of participants were under 25 year old.

Younger customers have distinct experience and preference that differ from those older

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customers. To put this research into a more general sense, the data collection could cover

distinct age and occupation groups.

Second, this study was measured by questionnaires with established scenario. It was

convenient but not practically happened in the real world. To let the research more

understandable, the survey or field research can be used in the future research.

Third, the scenario used in this study was English cram school which belonged to

service industry. There were still many kinds of products and service that were not

verified in this study. In the future, they could be addressed in the further research.

Finally, the self-efficacy was adopted as moderating variable in this study and it

could really influence in that situation. There were some factors that also influenced the

attributions such as self-esteem. Those factors could also be addressed in future

researches.

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