The research on uncertainty and information searching in service firms

The purpose of this study is to understand that the behavior behind information searching focuses on customer value within service firms when they faces uncertainty, and to refine the relationship among environmental uncertainty, task uncertainty, and the information search of customer value in service firms. We use an explanatory case study method and there are four service companies and 16 operation activities are in-depth interviewed in this study. The results of findings are: (1) the variety of information with high customer value leads to more frequency on information search; (2) the information on higher customer value leads to service firms organizing the routine process of information search; (3) the task outcome with higher uncertainty leads to information search through more sources; (4) the more intensive contact with suppliers leads to less effort for information search on tasks. This study expects the findings and implications could supplement the service organization management literatures.