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Interaction behaviors leading to comfort in the service encounter

Alison E. Lloyd (Department of Management and Marketing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong)
Sherriff T.K. Luk (Department of Management and Marketing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 24 May 2011

6729

Abstract

Purpose

This study seeks to investigate the service interaction behaviors that elicit a sense of comfort for the customer in the service encounter, and to investigate the mediating role of comfort on assessments of quality, customer satisfaction and positive word‐of‐mouth in two industries.

Design/methodology/approach

In‐depth interviews were used to create an initial list of interaction behaviors displayed by service employees in an encounter. A quantitative study was then used to collect data to empirically examine the relationship between the constructs of interest.

Findings

Two key groups of interaction behavior are identified and contain specific behaviors that create a sense of overall comfort for the customer. Overall comfort positively impacts both overall quality and customer satisfaction, and this ultimately leads to positive word‐of‐mouth.

Research limitations/implications

The research focuses on two industries only: fashion apparel retailing and casual dining restaurants. Future research needs to examine other industries, experiential or credence services, level of involvement or the impact of culture.

Practical implications

Managers are recommended to incorporate interaction behaviors into front‐line employee training and design of comfort‐enhancing strategies.

Originality/value

Research on employee behaviors and emotional aspects of the encounter is relatively scant, and this study investigates the specific behavioral repertoire that gives rise to an overall feeling of comfort in the service encounter. Although employee behavior is widely acknowledged to have an immense impact on the customer's evaluation of the encounter, there still exists much room to explore specific behaviors that are important for successful service delivery.

Keywords

Citation

Lloyd, A.E. and Luk, S.T.K. (2011), "Interaction behaviors leading to comfort in the service encounter", Journal of Services Marketing, Vol. 25 No. 3, pp. 176-189. https://doi.org/10.1108/08876041111129164

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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