Considered Service-specific journals were Journal of Service Research, Journal of Service Management, Journal of Services Marketing, Journal of Service Theory and Practice, Service Industries Journal, Cornell Hospitality Quarterly, and Service Science.
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Brodie, R. J. (2017): Enhancing theory development in the domain of relationship marketing: how to avoid the danger of getting stuck in the middle, Journal of Services Marketing, 31(1), pp. 20-23
Purpose This study aims to explore how relationship marketing can sustain the position as a major domain for academic research and avoid premature stagnation.Design/methodology/approach The paper outlines a process in which theory informs empirical research and practice, and at the same time, where practice informs empirical research and theory. This requires giving attention to the process of theorizing itself, rather than treating theory as an outcome. To facilitate this outcome, mid-range theorizing needs to be embedded in the processes.Findings The application of mid-range theorizing processes is illustrated. Examples are provided to show how a broader “transcending” relational network perspective informs empirical research, and to illustrate how marketing practice can be used to inform empirical research and theoretical knowledge.Originality/value New thinking is provided about enhancing theory development to ensure relationship marketing remains a major domain for research.
Link: http://dx.doi.org/10.1108/JSM-05-2016-0179 [Google]
Fazal E. Hasan, S., G. Mortimer, I. N. Lings and L. Neale (2017): Examining the antecedents and consequences of gratitude, Journal of Services Marketing, 31(1), pp. 34-47
Purpose This study aims to propose the emotional response of gratitude as a mediating mechanism to explain the relationship between perceptions of a service organisations’ relationship marketing investments, customer cynicism and reciprocity and overall satisfaction. Further, the study seeks to test the significance of the mediation effects of these constructs on customer overall satisfaction.Design/methodology/approach Using theories from service marketing and consumer psychology, this study develops and tests a customer gratitude model (CGM). Field surveys based on existing measures were used to elicit data from 1,104 respondents. The measures were validated and subsequently the CGM was tested to establish the veracity if the nomological network presented.Findings Results indicate that perceived relationship marketing investment exerted an indirect effect on gratitude through the mediating effect of reciprocity and cynicism. Further, perceived relationship marketing investments impacted overall satisfaction through its mediating effect of gratitude, and gratitude explained the indirect influences of reciprocity and customer cynicism on overall satisfaction.Research limitations/implications This study contributes to services marketing literature by examining the emergent role of gratitude between customer perceptions of service organisations and pro-organisational attitudes, like overall satisfaction.Practical implications This research encourages service organisations to implement relationship-building strategies, beyond that of purely economic benefits, that seek to enhance the emotion of gratitude, which will lead to greater overall customer satisfaction.Originality/value Despite emphasising relationship longevity between customers and service organisations, literature has not yet focused on the role of gratitude. The CGM provides valuable insights for further inquiries.
Link: http://dx.doi.org/10.1108/JSM-01-2016-0048 [Google]
Gummerus, J., C. von Koskull and C. Kowalkowski (2017): Guest editorial: relationship marketing – past, present and future, Journal of Services Marketing, 31(1), pp. 1-5
Purpose In a time when relationships have been recognized as an integral part of contemporary marketing theory and practice, what role can the sub-discipline of relationship marketing play? The aim with this special issue is to critically assess the state of relationship marketing and call for new ideas to take the field forward.Design/methodology/approach The editors had an open call for papers with an original perspective and advanced thinking on relationship marketing, resulting in 50 originally submitted manuscripts that were subjected to double-blind review. Of these, this issue presents five articles. In addition, the editors invited well-renowned thought leaders who have contributed to theory development within relationship marketing. This issue starts with their four thoughtful, forward-orientated contributions.Findings Several thought-provoking reflections and research findings are presented that urge relationship marketing researchers to explore novel avenues for the future of this area. A prominent way forward may be looking for a common ground in relationship marketing thinking, assessing the extent to which the different literature streams add to marketing research and when they do not and testing/deploying the learnings in new settings.Research limitations/implications The special issue does not address all areas of relationship marketing research. Potential areas for future relationship marketing research are identified.Originality/value To assess existent knowledge of relationship marketing is needed to take the field forward.
Link: http://dx.doi.org/10.1108/JSM-12-2016-0424 [Google]
Gummesson, E. (2017): From relationship marketing to total relationship marketing and beyond, Journal of Services Marketing, 31(1), pp. 16-19
Purpose This paper aims to emphasize the need for generation of more general, abstract and grand theory in marketing by synthesizing relationship marketing and other developments and to address complexity instead of fragmented bits of marketing.Design/methodology/approach This study is a discourse based on new theoretical developments, literature and personal reflection.Findings Relationships, networks and interaction constitute the core of marketing.Research limitations/implications Future focus on theory generation and complexity through case study research and not on fragmented quantitative surveys and hypotheses testing. When complexity is better understood, boil it down to actionable simplicity in the form of mid-range theory.Practical implications Research in marketing is there to be used in real life; it is not an academic parlor game. The paper addresses complexity instead of shunning it, search for the core of marketing and offer simplification as mid-range theory (checklists, heuristics, etc.) and with focus on decisions, action and results.Originality/value Going from the current fragmented approach of marketing to a holistic and theory-based approach, linking theory with practice.
Link: http://dx.doi.org/10.1108/JSM-11-2016-0398 [Google]
Huang, M.-H., Z.-H. Cheng and I. C. Chen (2017): The importance of CSR in forming customer–company identification and long-term loyalty, Journal of Services Marketing, 31(1), pp. 63-72
Purpose Promoting customer–company identification (CCI) has become a crucial relationship marketing strategy for service firms. The purpose of this study is to examine how customers’ perceptions of service quality and corporate social responsibility (CSR) affect CCI over time. More importantly, a comparative analysis is conducted to compare the long-term effectiveness of service quality versus CSR in forming CCI.Design/methodology/approach A conceptual framework is developed and then empirically examined using latent growth curve modeling. The study data were collected from restaurant customers in Taiwan in four waves of 213 repeated measures.Findings The results of this study show that customers’ perceptions of both service quality and CSR affect CCI. Particularly, the results of this study indicate that compared with service quality, customers’ perceived CSR has a stronger effect in the promotion of CCI over time.Practical implications This study offers a new insight for service marketing practitioners who are planning and implementing strategies for enhancing CCI. The findings suggest that relationship investments are more effective over the long term when service firms shift their investment priority over time from achieving high service quality to increasing consumers’ belief in the firm’s commitment to CSR.Originality/value Though previous research has explored the various drivers of CCI, longitudinal examinations are surprisingly scarce in this context. Using latent growth curve modeling, this study examines how CCI antecedents influence changes in CCI over time. More importantly, this study reveals that CSR has a stronger long-term impact on CCI than service quality.
Link: http://dx.doi.org/10.1108/JSM-01-2016-0046 [Google]
Löbler, H. (2017): Humans’ relationship to nature – framing sustainable marketing, Journal of Services Marketing, 31(1), pp. 73-82
Purpose Although humans are part of nature, the relationship between humans and nature is not well understood, neither in sustainable marketing nor in relationship marketing. Nature is damaged by humans, and a lot of natural resources coming from nature are taken for granted. The services provided by nature are also often taken for granted. However, humans cannot live without these services, but nature can probably survive without humans, especially man-made (artificial) services. The paper aims to offer a frame that allows aligning marketers and academics’ understanding of service with that of sustainability for sustainable marketing.Design/methodology/approach A literature review of different literature streams, biological, ecological and service literature shows that service is a much broader phenomenon as discussed in the service literature. The paper will show that a fundamental relationship between either humans or humans and nature is service as defined here. Service is understood here as an ongoing process of exchange and change. Service as proposed here is a form of coexistence.Findings Service will be defined as an ongoing process of exchange and change (transfer and transformation) of resources. This understanding integrates human and natural service without connecting it only to human intentions, wishes or needs as causation for service. The process of service as conceptualized here is in line with the understanding of sustainability, as it is discussed nowadays. Aligning marketers’ understanding of service with that of sustainability gives a new frame for sustainable marketing.Research limitations/implications The work may be understood as a step toward a sustainable marketing by framing sustainable processes from a service perspective. The holistic understanding of sustainable marketing offers new chances not only for further research but also for a better (more sustainable) understanding of day-to-day practices.Practical implications If humans understand the fundamental relationship with nature, it can help to act in harmony with nature and not against it to improve sustainable development based on a better understanding of human’s relationship with nature.Social implications Mainstream sustainable marketing is sometimes based on a strong anthropocentrism. This paper balances the role of humans toward nature.Originality/value It is the first paper in relationship marketing looking at the relationship with nature and uses this view to frame this concept of sustainable marketing.
Link: http://dx.doi.org/10.1108/JSM-01-2016-0037 [Google]
Mickelsson, K.-J. (2017): “Running is my boyfriend”: consumers’ relationships with activities, Journal of Services Marketing, 31(1), pp. 24-33
Purpose The paper aims to introduce the idea that consumers have relationships with their own recurring activities. Instead of the usual notion of investigating the relationships between actors, or between actors and their possessions, the paper focuses on the relationship between an actor and a particular activity in which the actor regularly participates.Design/methodology/approach The paper is conceptual and exploratory in nature. It discusses different perspectives of consumer activity in marketing and then introduces a relationship view of activity. The paper proceeds to outline the conceptual foundations of this view by applying relationship characteristics found in the literature. Quotes from runners’ blogs are used to illustrate the different identified relationship themes.Findings The paper argues that consumers can be seen as having long-term relationships with their activities, and it introduces the concept of the “activity relationship”. The paper proceeds to demonstrate how this concept differs from the previous conceptualization of consumer activity and relationships.Research limitations/implications The activity-relationship perspective on consumer behavior opens up new venues for marketing research. It also facilitates new types of marketing practice, whereby producers can focus on supporting their customers’ relationships with valuable activities.Originality/value The paper presents a novel perspective on relationships. It contributes to consumer research and the customer-dominant view of marketing, whereby the customer’s perspective is put in focus and businesses serve as ingredients in the customer’s own context.
Link: http://dx.doi.org/10.1108/JSM-03-2016-0108 [Google]
Payne, A. and P. Frow (2017): Relationship marketing: looking backwards towards the future, Journal of Services Marketing, 31(1), pp. 11-15
Purpose This paper aims to review the growth and development of the field of relationship marketing and, through a consideration of this body of work, identifies key research priorities for the future of relationship marketing. The paper also delineates the frequently confused associated concepts of customer relationship management and customer management and considers how they fit within the broader concept of relationship marketing.Design/methodology/approach This paper undertakes a review of the relationship marketing literature, supplemented by the authors’ on-going interactive research with managers.Findings The paper reviews alternative approaches to relationship marketing, reflects on the development of the field of relationship marketing and identifies three critical priorities for future research in relationship marketing.Practical implications The research priorities that are identified in this paper represent important priorities for scholars, managers, regulators and policy makers.Originality/value Although there is now a substantial body of research on relationship, marketing, much of this work focuses on the customer-firm dyad, with a smaller body of work focusing on a broader range of stakeholders. This paper argues for the broadening of the role of relationship marketing to consider ecosystems; the need for firms to shift from a value-in-exchange to a value-in-use perspective when addressing customer relationships; and the critical need to address “dark side” behaviour and dysfunctional processes in relationship marketing.
Link: http://dx.doi.org/10.1108/JSM-11-2016-0380 [Google]
Sheth, J. (2017): Revitalizing relationship marketing, Journal of Services Marketing, 31(1), pp. 6-10
Purpose The aim of this paper is to review the forces that led to the rise of relationship marketing (RM) and to provide suggestions for how it can overcome its midlife crisis and be revitalized.Design/methodology/approach Personal reflections.Findings A shift in two dimensions is needed to revitalize RM: from “share of wallet” to “share of heart” as the RM objective and from “managing customer relationships” to “managing contractual or virtual joint ventures with customers” as the process of RM.Research limitations/implications The shift to “share of heart” will generate three new RM areas for researchers and practitioners: emotive feedback, purpose-driven RM and the use of social media for developing and nurturing brand communities. For the process shift to take place, companies and customers need to co-create value, collaborate cross functionally and share value.Originality/value Going from “share of wallet” to “share of heart” as the objective of RM and from managing customer relationship to joint venturing with customers as a process will revitalize the RM discipline.
Link: http://dx.doi.org/10.1108/JSM-11-2016-0397 [Google]
Yang, S., Y. Song, S. Chen and X. Xia (2017): Why are customers loyal in sharing-economy services? A relational benefits perspective, Journal of Services Marketing, 31(1), pp. 48-62
Purpose This study aims to provide a taxonomy of relational benefits that drive customer loyalty in sharing-economy services, assess the relative strengths of these relational benefits in influencing customer loyalty and examine whether commitment mediates the influence of relational benefits on customer loyalty in this context.Design/methodology/approach Relational benefits of sharing-economy services were explored through a focus group interview, followed by an online survey completed by 440 respondents in China. Structural equation modeling was used to test the hypotheses.Findings This study shows that confidence and social benefits have significant and positive effects on commitment in sharing-economy services. In addition, safety benefits, a new type of relational benefits, also significantly affect commitment in this context. Furthermore, the findings suggest that commitment acts as a mediator between confidence, social and safety benefits and customer loyalty. Special treatment benefits had no effect on commitment and loyalty in the sharing-economy context.Practical implications This paper provides sharing-economy service providers with insight on how to better create and sustain loyal relationships with customers through the provision of relational benefits.Originality/value This study offers initial insight into why customers would stay in peer-to-peer relationships in the sharing economy, and suggests how to strengthen relationships between customers and peer service providers.
Link: http://dx.doi.org/10.1108/JSM-01-2016-0042 [Google]
Ball, J. and D. C. Barnes (2017): Delight and the grateful customer: beyond joy and surprise, Journal of Service Theory and Practice, 27(1), pp. 250-269
Purpose The purpose of this paper is to combine the evolving fields of customer delight and positive psychology to investigate a broader conceptualization of customer delight. Furthermore, to investigate antecedent variables that impact this broader conceptualization. Design/methodology/approach This research employed structural equation modeling in a hedonic context. Findings Key findings indicate that aside from joy and surprise, gratitude also has a positive impact on customer delight. Furthermore, psychological sense of brand community (PSBC) and transcendent customer experiences (TCE) were shown to positively impact the proximal antecedents of customer delight. Research limitations/implications Extending the domain of customer delight beyond joy and surprise contributes to the theoretical discussion on what customer delight represents to the service firm. Further, this research identifies new theoretical relationships between PSBC/TCE and customer delight. Practical implications By offering the broader conceptualization of customer delight, this research contributes to the discussion of whether delight is possible or even profitable. Namely, by moving past joy/surprise, this research suggests that managing gratitude can be a strategic lever that the modern service firm can utilize. Originality/value This is the first research to evaluate gratitude as an antecedent to customer delight. Further, by combining positive psychology and delight research this research identifies new predictors of positive customer experiences.
Link: http://dx.doi.org/doi:10.1108/JSTP-01-2016-0013 [Google]
Chong, Y. S. and P. K. Ahmed (2017): On happiness, sadness or indifference: Investigating the carryover effect of outcome valence in service perceptions, Journal of Service Theory and Practice, 27(1), pp. 69-86
Purpose Via an experimental approach, this study therefore seeks to examine the effects of outcome valence upon service perception in the higher education setting where academic services form the core service element. To further extend this inquiry, the purpose of this paper is to explore the carryover effect of these emotional states to a subsequent unrelated service encounter which is classified as a peripheral service element which is hedonic in nature. Design/methodology/approach By using a simulated laboratory experimental procedure involving 300 participants, the authors examined the extent to which a student’s feeling toward an online test result has a bearing upon the teaching evaluation and a subsequent service experience in a branded retail context. Findings The results gathered from this study highlight the variability of the carryover effect of outcome valence from a work-related service context that serves as incidental emotions to a subsequent unrelated service encounter which is hedonic in nature. From the results gathered, variations were observed in relation to the dynamics of outcome valence in affecting core service evaluation where teaching quality was assessed, and in the peripheral service context in the form of retail experience at a branded cafè. From the basis of these findings, the psychological role of retail stores operating in a valence-oriented industry such as the higher education is discussed in this study. Practical implications Essentially, this study contributes to the academic literature and managerial practices by extending the knowledge in the dynamics of valence and its impact upon service perceptions. Originality/value This study adopts a simulated experimental design to assess the transference effect of valence in specific service encounters. This methodological approach offers greater reliability compared to existing studies which undertake a retrospective approach via questionnaire survey to examine outcome valence in service experiences. The results from this study provide important managerial implications by assessing the impact of valence upon customer satisfaction ratings which are commonly used for performance appraisal of service staff members. Additionally, the outcome of this study potentially assist managers to account for incidental emotions which may have an impact upon customer’s service experience.
Link: http://dx.doi.org/doi:10.1108/JSTP-03-2015-0062 [Google]
Dean, A. and G. T. Alhothali (2017): Enhancing service-for-service benefits: potential opportunity or pipe dream?, Journal of Service Theory and Practice, 27(1), pp. 193-218
Purpose
The purpose of this paper is to elucidate service-for-service benefits emerging from co-creation in everyday banking. It does so by identifying factors that constitute the joint provider/customer co-creation platform, distinguishing them from factors that facilitate customers’ independent value creation; and exploring benefits and potential opportunities for each party.
Design/methodology/approach
Insights were gained by using a qualitative approach involving 33 face-to-face interviews with bank managers (15) and their customers (18) in Saudi Arabia. Content analysis was performed on the data and the two sets of views integrated to compare the reality of service-for-service with theoretical assumptions.
Findings
The analysis identified 65 topics, clustered to 12 themes. Three themes represented joint, collaborative activity (problem solving, relationship building, and knowledge and learning) whilst other themes identified facilitation actions by banks. Key opportunities to increase mutual value (service-for-service) emerge from extending interaction via the co-creation platform but additional benefits from these opportunities are not currently realized by participants. The authors thereby note the potential of a service focus but suggest that the locus of value creation will not readily shift from the provider to a collaborative process of co-creation.
Research limitations/implications
The qualitative nature of the study limits generalizability. However, the authors expect that the hierarchy of service-for-service will be meaningful in other contexts. Future research may use it as a starting point for identifying innovations from co-creation, how actors realize and measure service-for-service, and how different business models may strengthen value opportunities.
Practical implications
The findings provide managers with first, three areas of emphasis to gain and extend mutual service-for-service from direct interactions in everyday banking transactions. Second, the study emphasizes resource characteristics that will facilitate value enhancement for firms and customers by recognition of barriers to collaborative actions, and approaches for pursuit of service-for-service.
Originality/value
This study establishes the joint and essential firm/customer co-creation platform in retail banking and distinguishes the platform from other customer value-facilitation actions. The authors integrate the findings with previous literature and present a conceptual framework for levels of service-for-service in exchange. This framework shows a hierarchy of key benefits for providers and customers, and highlights increasing complexities that hinder the reality of achieving service-for-service opportunities arising from the joint co-creation platform.
Link: http://dx.doi.org/doi:10.1108/JSTP-11-2014-0247 [Google]
Grace, D., C. King and J. Lo Iacono (2017): Workplace relationship cohesion: an internal customers’ perspective, Journal of Service Theory and Practice, 27(1), pp. 129-150
Purpose The purpose of this paper is to examine the differential effect of reciprocal and negotiated social exchanges in establishing workplace relationship cohesion, providing a mediating influence between social constructed initiatives (i.e. internal socialization and support) and internal customers’ psychological connectedness. Design/methodology/approach Data were gathered via a national online survey of service employees in Australia, representing a diverse range of service industries (e.g. retail (food/non-food), health, financial, administrative support, real estate, household, insurance, education and training, etc.). Findings Reciprocal-exchange relationship quality fully mediates the relationship between internal socialization and psychological connectedness; and negotiated-exchange relationship quality partially mediates the relationship between internal support and psychological connectedness of internal customers. Research limitations/implications While the findings reported herein support the salience of interpersonal relationship quality enhancing the internal performance of the organization, it is essential to consider how the findings link to externally perceived performance (i.e. from the customer’s perspective). Future research is guided by a framework that the authors propose as a result of the study’s findings to facilitate research in this under-researched area. Practical implications The development of sound socially relevant internal marketing strategies is vital to the long-term health and prosperity of the firm and its internal counterparts necessitating a move beyond transactional internal marketing, reflecting “pay for service” organizational thinking. Originality/value The examination of internal relationship cohesion and how this effects internal customers’ allegiance to their organizations addresses an important research gap and, thus, provides a significant contribution to both theory and practice.
Link: http://dx.doi.org/doi:10.1108/JSTP-07-2015-0175 [Google]
Holmlund, M., T. Strandvik and I. Lähteenmäki (2017): Digitalization challenging institutional logics: Top executive sensemaking of service business change, Journal of Service Theory and Practice, 27(1), pp. 219-236
Purpose
The purpose of this paper is to explore the mental models of top executive team members in a selected retail bank. The focus is on how each executive team member makes sense of the market situation and changes with regard to customers and customer-bank interactions in the current situation where earlier bank practices are at risk of becoming obsolete.
Design/methodology/approach
All members in the executive team were interviewed individually in August 2014 on how they reason about challenges in the service business. The study uses an abductive research approach.
Findings
The mental models were largely dominated by internal bank issues, and adjusting the services to changing customer preferences was considered a main challenge. The research analysis showed that the executive team members identified the same business challenges, but their interpretations of the meanings and implications of the challenges were different. Mental models tend to be hidden and stable and are seldom explicitly elaborated. There was a distinct spread in mental models in terms of content. Limited focus was on customers as the starting point for business development and renewal.
Research limitations/implications
The study was conducted in the retail banking setting, which is currently affected by many changes. The study, however, was limited to executive members in one bank.
Practical implications
The foremost implications of this study relate to sensitising executive members and teams to their mental models and exposing different core challenges related to customers and customer relationships in the retail banking sector.
Originality/value
The value of the study is it sheds light on top executives’ prospective sensemaking of current business challenges by addressing individual mental models. The study represents a novel approach in the strategic service management literature.
Link: http://dx.doi.org/doi:10.1108/JSTP-12-2015-0256 [Google]
Hommelhoff, S. (2017): Implicit managerial theories about followers and customers, Journal of Service Theory and Practice, 27(1), pp. 47-68
Purpose The purpose of this paper is to take a new look at an old idea: since McGregor’s work in the 1960s, it is common knowledge that managers’ implicit theories about their followers can have self-fulfilling consequences. Surprisingly, McGregor’s work has largely remained within the bounds of employee motivation and has not met with a wide response in related fields such as service management. Assuming that managers do not only hold implicit theories of their followers but also of their customers (i.e. implicit customer theories), this paper transfers McGregor’s Theory X and Theory Y to the service context. It further derives a framework of possible consistencies and inconsistencies between management styles and service strategies, depending on implicit managerial theories about the average employee and customer. Design/methodology/approach This conceptual paper integrates a management classic, current empirical findings, and media reports into a new line of thought. Findings This paper develops and undergirds the thesis that it is conducive to the development of trustful and productive relationships both with customers and followers if managers proceed from confident assumptions about them, thereby activating virtuous circles instead of vicious cycles. Originality/value This paper links concepts from the organizational domain to the service domain. It implies a normative component in arguing for the productive potential of positive and the destructive potential of negative assumptions about both followers and customers. The value of this idea lies in the potential for positive relational dynamics and better customer and workplace relationships.
Link: http://dx.doi.org/doi:10.1108/JSTP-05-2015-0124 [Google]
Kwon, E. and A. Mattila (2017): Comparing benefit- and attribute-based menu assortments: an exploratory study, Journal of Service Theory and Practice, 27(1), pp. 87-101
Purpose The purpose of this paper is to examine the joint effects of menu pages (single page vs multiple pages) and assortment organization (benefit- vs attribute-based) on consumers’ perceptions of variety with large assortments. Design/methodology/approach A 2 (assortment structure: single page vs multiple pages)×2 (assortment organization: benefit- vs attribute-based) experimental between-subjects design was used to test the hypotheses. Findings The results suggest that with a one-page tea menu, participants perceived greater variety with the attribute-based (e.g. black teas, herbal teas, green teas, and oolong teas) menu than with the (e.g. energy-boosting, stress-relief, weight loss, and immune system-improvement) benefit-based menu. Conversely, when the menu was displayed on four pages, participants showed similar perceptions of variety across the two menu types. Research limitations/implications In some contexts, 20 menu items may not be considered a large assortment. Also, the authors did not test consumers’ preexisting preferences. Practical implications When food service operators offer an extensive benefit-based menu, it is advisable to place the options over multiple pages. If the menu needs to be displayed on a single spatial unit (e.g. a black board, or applications on a tablet or smartphone), practitioners should organize the menu based on attributes rather than benefits. Originality/value Although the demand for healthy dining options has led many foodservice operators to apply benefit-based organization to items on their menus, for example, by using terms such as “energy-boosting,” “stress-relief,” “weight-loss,” and “immune system-improvement,” little is known about the effectiveness of such a strategy.
Link: http://dx.doi.org/doi:10.1108/JSTP-02-2015-0030 [Google]
Leppäniemi, M., C. Jayawardhena, H. Karjaluoto and D. Harness (2017): Unlocking behaviors of long-term service consumers: the role of action inertia, Journal of Service Theory and Practice, 27(1), pp. 270-291
Purpose The purpose of this paper is to examine the antecedents of word-of-mouth (WOM) in long-term service settings. Specifically, the authors examine the moderating role of action inertia in the relationships between satisfaction and repatronage intention, satisfaction and WOM, and repatronage intention and WOM. Design/methodology/approach The proposed model was empirically tested using survey data from 1,385 telecommunications service subscribers. The data were analyzed using partial least squares path modeling. Findings Results suggest that a positive link between repatronage intention and WOM, hereto a neglected relationship in the marketing literature, in contrast to previous literature, the behaviors of long-term customers are not predictable, and action inertia strengthens satisfaction – WOM and repatronage intention – WOM links and weakens satisfaction – repatronage intention link. Research limitations/implications This study examines customers of a utilitarian service. To further determine the potential of the model, it is desirable to explore the validity of the model in other service settings, particularly those with high hedonic values. Practical implications The study provides valuable insights into repatronage intention – WOM link, with particular emphasis on the measurement and analysis of action inertia. This is important in understanding and evaluating inertia influences and identification of the drivers of WOM. These insights can be used by managers to better allocate their resources when investing in customer loyalty-building exercises and in generating WOM. Originality/value This paper contributes to the literature in three main ways. First, it examines the nuances of customer loyalty in continuous service contexts. Second, the study empirically tests the role of repatronage intention as an antecedent of WOM. Third, the study introduces and tests the moderating role of action inertia on positive WOM.
Link: http://dx.doi.org/doi:10.1108/JSTP-06-2015-0127 [Google]
Ludwig, N. L., D. C. Barnes and M. Gouthier (2017): Observing delightful experiences of other customers: the double-edged sword of jealousy and joy, Journal of Service Theory and Practice, 27(1), pp. 145-163
Purpose Deciding on the appropriate level of service is one of the paramount decisions a firm must make. Making this decision more complicated is the debate regarding the viability of aiming for the highest level of service or customer delight. One avenue of research missing from the literature is the impact of providing delight to one customer while in the presence of others. In response the purpose of this paper is to evaluate the emotional and cognitive reactions of the observing customer. Design/methodology/approach Structural equation modeling was utilized to evaluate a sample of 272 respondents. Additional moderation analysis was conducted on the impact of perceived deservingness. Findings Findings indicate that the observing customer experiences the dual effects of joy and jealousy which both impact perceptions of unfairness and subsequent behaviors of complaining and repurchase. The perceived deservingness of the customer experiencing the delight is shown to reduce the impact of jealousy on unfairness. Research limitations/implications The main limitations include cross-sectional data and the fact that the data were retrospective. Practical implications This research suggests that firms should embrace the positive contagion that occurs between the delighted customer and observer while attempting to minimize the impact of jealousy. Originality/value This is the first research to quantitatively evaluate the impact of a customer viewing another customer receiving delight.
Link: http://dx.doi.org/doi:10.1108/JSTP-07-2015-0171 [Google]
Ludwig, N. L., S. Heidenreich, T. Kraemer and M. Gouthier (2017): Customer delight: universal remedy or a double-edged sword?, Journal of Service Theory and Practice, 27(1), pp. 22-45
Purpose Over the last years, the concept of customer delight has moved into the focus of attention. The necessity of surprise for achieving customer delight and the problem of increased customer expectation (spiral of expectations) have been controversially discussed in the literature. The purpose of the paper is therefore to investigate whether customer delight necessarily requires surprise and whether a misdirected delight strategy can backfire by creating disloyal customers. Design/methodology/approach This study employs a 2 (after-sales extra value: yes vs no)x2 (knowledge about the extra value: yes vs no) between-subject, scenario-based experiment (n=472) in a hotel environment and partial least squares structural equation modeling to analyze the data. Findings Study results show that surprise is not a necessary prerequisite for achieving customer delight, but its presence strengthens the delight experience for the customer, positively impacting customer loyalty intentions. Conversely, a surprising nonoccurrence of an expected delight measure causes anger, inducing negative word of mouth and reduced repurchase intentions. Practical implications To pursue a sustainable customer delight approach, companies should recognize that they do not need to surprise their customers on every occasion, but rather ensure that customers do not fall short of anticipated delightful events. Originality/value The current research strives to contribute to the theory and practice by shedding light on two so far not appropriately addressed research areas of customer delight: the necessity of surprise to evoke customer delight and the consequences of absent but expected delight measures.
Link: http://dx.doi.org/doi:10.1108/JSTP-08-2015-0197 [Google]
Pasamehmetoglu, A., P. Guchait, J. B. Tracey, C. J. L. Cunningham and P. Lei (2017): The moderating effect of supervisor and coworker support for error management on service recovery performance and helping behaviors, Journal of Service Theory and Practice, 27(1), pp. 2-22
Purpose The purpose of this paper is to amend and extend the emerging research that has utilized an employee-focused approach to examining the service recovery process. In doing so, the authors examine the influences of supervisor and coworker support for error management on two measures of employee service performance: service recovery performance and helping behaviors during service failure and recoveries. Specifically, this study examines the linear and non-linear interaction effects of supervisor and coworker support for error management on the outcome variables. Design/methodology/approach To examine the proposed relationships, the authors conducted a field study that utilized survey data from a sample of 243 restaurant employees and their immediate supervisors. Employee ratings of supervisor and coworker support for error management were matched with the data gathered for the two dependent variables (i.e. supervisory ratings of service recovery performance and helping behaviors). Structural equation modeling was used to examine the linear interaction effects on the outcome variables. To examine the non-linear interaction effects on the outcome variables the authors utilized polynomial regression and response surface modeling. Findings The results showed that the interaction effects of supervisor and coworker support for error management was significantly positively related to both service recovery performance and helping behaviors. In addition, an alternative analysis of the shape of the interaction effects using polynomial regression and response surface modeling showed that the moderating effects may be better conceptualized as non-linear.
Originality/value
These findings offer new insights about the roles and impact of various forms of support in the service recovery process. First, the current study focuses specifically on supervisor and coworker support for error management and the impact on employees’ service recovery performance and helping behaviors. Second, this research investigates the interaction effects of these two forms of support on service recovery performance and helping behaviors. Third, along with linear interaction effects, the current work examines non-linear interaction effects. These relationships examined in this study have not been tested before. Thus, the findings of this research make a unique contribution to research in service management. The findings of this study provide more prescriptive insights about the means to prevent and respond effectively to service errors.
Link: http://dx.doi.org/doi:10.1108/JSTP-06-2015-0130 [Google]
Popli, S. and I. A. Rizvi (2017): Leadership style and service orientation: the catalytic role of employee engagement, Journal of Service Theory and Practice, 27(1), pp. 292-310
Purpose The purpose of this paper is to explore the roles of leadership style and employee engagement (EE) as drivers of service orientation (SO). The competing models approach used in this study examines three models of influence on SO. The first model evaluates the influence of leadership on SO, the second focuses on the influence of EE on SO and the third explores the influence of leadership on SO through EE. The study provides evidence to support that the relationship between leadership styles and SO is impacted by EE. The results suggest that organizations need to develop systems and processes that focus on the employee and EE for definitive service outcomes. At a theoretical level, the paper provides a direction for further exploration of an integrated theory of leadership and engagement to drive SO in organizations. Design/methodology/approach This empirical study uses a cross-sectional descriptive design. Hierarchical regression and mediation analysis were applied to process the data that were collected from more than 400 front-line employees from five service sector organizations in the Delhi-National Capital Region (Delhi-NCR) of India using validated instruments. Findings The results from this study reveal both direct and indirect relationships among the variables. EE emerged as a critical variable that influences SO of employees. EE partially mediates the transformational leadership style-SO relationship and also the passive-avoidant-SO relationship and it fully mediates the transactional leadership-SO relationship. While all relationships of leadership-engagement, leadership-SO and engagement-SO are significant, the mediating effects accentuate the importance of EE in organizations. Practical implications Leadership style on its own has a direct bearing on EE and SO of employees, the three associations are significantly impacted under the mediating influence of EE. With EE emerging as a critical factor, organizations need to ensure engaging behaviors are measured and enhanced throughout the employee-life-cycle including hiring, training, rewarding and managing performance. The results of the study suggest that an integrated approach of developing and inculcating leadership styles that drive EE could be the basis for leadership development programs especially in the service sector organizations. Originality/value The originality of the paper is derived from the three variables studied in the context of the sample characteristics (front-line employees, young), industry sector (across service sector) and geographical location (Delhi-NCR-India). Not many empirical studies on these variables are available from the region. The empirical evidence on the influence of EE adds weight to the growing strategic importance of EE in organizations. The research also highlights leadership and EE together influence specific employee attitudes and behavior (SO).
Link: http://dx.doi.org/doi:10.1108/JSTP-07-2015-0151 [Google]
Shin, H., A. E. Ellinger, D. L. Mothersbaugh and K. E. Reynolds (2017): Employing proactive interaction for service failure prevention to improve customer service experiences, Journal of Service Theory and Practice, 27(1), pp. 164-186
Purpose Services marketing research continues to be largely focused on firms’ reactive interactions for recovering from service failure rather than on proactive customer interactions that may prevent service failure from occurring in the first place. Building on previous studies that assess the efficacy of implementing proactive interaction in service provision contexts, the purpose of this paper is to compare the influences of proactive interaction to prevent service failure and reactive interaction to correct service failure on customer emotion and patronage behavior. Since proactive interaction for service failure prevention is a relatively underexplored and resource-intensive approach, the authors also assess the moderating influences of customer and firm-related characteristics. Design/methodology/approach The study hypotheses are tested with survey data from two scenario-based experiments conducted in a retail setting. Findings The findings reveal that customers prefer service providers that take the initiative to get to them before they have to initiate contact for themselves. The findings also identify the moderating influences of relationship quality, situational involvement, and contact person status and motive.
Originality/value
The research contributes to the development of service provision theory and practice by expanding on previous studies which report that proactive efforts to prepare customers for the adverse effects of service failure are favorably received. The results also shed light on moderating factors that may further inform the exploitation of resource-intensive proactive interaction for service failure prevention. An agenda is proposed to stimulate future research on proactive customer interaction to prevent service failure in service provision contexts.
Link: http://dx.doi.org/doi:10.1108/JSTP-07-2015-0161 [Google]
Sok, P., L. Snell, W. J. Lee and K. M. Sok (2017): Linking entrepreneurial orientation and small service firm performance through marketing resources and marketing capability: A moderated mediation model, Journal of Service Theory and Practice, 27(1), pp. 231-249
Purpose The literature establishes complex relationships between entrepreneurial orientation (EO) and performance, with mixed findings suggesting the variability of the magnitude of the relationship between the two. Some studies report a positive relationship, some negative, while some report an insignificant relationship between EO and performance. These conflicting findings suggest that the EO-performance relationship is more complex than a simple main-effects-only relationship. The literature offers two distinct approaches – integrating moderating or mediation variables in advancing the EO-performance relationship. The purpose of this paper is to extend current knowledge by examining underlying processes through which EO contributes to performance and the specific conditions under which this process is facilitated. Design/methodology/approach To test the hypotheses the authors chose small service firms in Australia. Industry representation included: accommodation and food services; health care services; rental, hiring and real estate services; transport, postal and warehousing; arts and recreation services; retail trade; construction and training services; and professional, scientific and technical services. The services sector offers a unique opportunity to analyze variances in entrepreneurial engagement and organizational outcomes given the competitive intensity within the service sector which requires firms to engage in venturing, renewal and innovation. The proposed hypotheses were tested through a hierarchical regression analysis. Findings This study finds the support for the mediation effect of marketing capability on the EO-performance relationship. Critically, this study also finds that marketing resources moderates on the indirect effect of EO on performance via marketing capability. The findings supporting both the mediation and moderation effects of marketing capability and marketing resources on the EO-performance relationship (moderated mediation model) suggests that greater insight into how EO influences small service firm performance can be achieved through considering in combination with other firm-level constructs (marketing capability and marketing resources in this study). Originality/value It addresses the call by prior studies to link the EO construct to theory by embedding marketing resources and marketing capabilities in the EO-performance relationship. Importantly, by accounting for both mediation and moderation effects the authors provide a more complete picture of the EO-performance relationship that highlights the mediating role of marketing capability and the moderating role of marketing resources. This approach helps to reconcile the critical but separate directions proposed by prior studies in advancing the EO-performance relationship.
Link: http://dx.doi.org/doi:10.1108/JSTP-01-2016-0001 [Google]
Williams, P., G. Soutar, N. J. Ashill and E. Naumann (2017): Value drivers and adventure tourism: A comparative analysis of Japanese and Western consumers, Journal of Service Theory and Practice, 27(1), pp. 102-122
Purpose The purpose of this paper is to investigate the drivers of customer value, and their respective relationships with customer satisfaction and behavioral intentions, between two culturally distinct groups of adventure tourists. Design/methodology/approach The study adopted a descriptive design and compared data from 301 Japanese and Western adventure tourists who experienced the same adventure tour. The respondents were split into two groups, and a path modeling approach was used to examine similarities and differences. Findings The results indicated that Japanese tourists attached more importance to emotional value and novelty value. Western tourists, however, attached relatively more importance to the utilitarian dimension of price value for money. Practical implications The main implication of this study is that tourism operators should account for differences in value perceptions between Japanese and Western tourists when planning tour operations, training tour guides, and managing tour itineraries. Operators should also consider customizing their tour products to fit the specific needs of these different cultural groups. This reinforces the adaptation argument when marketing tourism to international consumers. Originality/value This study highlights that different value drivers affect the satisfaction and behavioral intentions of Japanese tourists, relative to Western tourists. The need for adaptation of tourism products toward certain international tourists is thus necessary. The research also reinforces the importance of conceptualizing and measuring customer value as a multidimensional construct in an international adventure tourism context.
Link: http://dx.doi.org/doi:10.1108/JSTP-05-2015-0116 [Google]
