International Journal of Service Industry Management

An examination of the impact of cultural orientation and familiarity in service encounter evaluations : Table of Contents

Paul G. Patterson, Anna S. Mattila — Sun Dec 28 14:15:08 GMT 2008

Abstract:
Purpose – Customers' judgment of service quality is by and large based on their evaluation of personal experiences during the service encounter. The purpose of this study is to investigate from a customer perspective, the impact of familiarity (of the individual service provider) and cultural orientation on evaluations of both successful and failed service encounters. Design/methodology/approach – The authors employ an experimental design with data collected from student samples in the USA (Western, individualist culture) and Thailand (Eastern, collectivist culture). Findings – Results show an individual customer's cultural orientation, as well as familiarity (with a focal service provider), have an impact on perceptions and post-purchase evaluations of both successful and unsuccessful service encounters. Originality/value – This research contributes to the services marketing and consumer behavior literature by shedding light onto the role of familiarity and cultural value orientation in influencing consumer responses to service encounters. It is one of only a handful of cross-cultural studies in this research domain.

Key strategies for the successful involvement of customers in the co-creation of new technology-based services : Table of Contents

Per Kristensson, Jonas Matthing, Niklas Johansson — Sun Dec 28 14:15:08 GMT 2008

Abstract:
Purpose – The aim is to propose a conceptual framework consisting of research propositions concerning the key strategies required for the successful involvement of customers in the co-creation of new technology-based services. Design/methodology/approach – The methodology involves a single case study from which data are derived and analyzed using the grounded theory methodology of “constant comparative analysis.” User-generated ideas for future mobile phone services are collected from four user involvement projects and analyzed at several workshops attended by senior managers from telecommunications firms. Findings – Seven key strategies are identified as being essential for successful user involvement in new product development. Each strategy is described and illustrated in relation to existing theory and presented as a research proposition. Research limitations/implications – The exploratory nature of the research means that the findings are tentative and need to be confirmed in other settings by other researchers, including quantitative large-scale studies. Practical implications – The results of the study provide management with guidelines for organizing successful user involvement projects with a market-oriented approach. Originality/value – Despite the increasing popularity of user involvement, little research has examined the conditions required for successful user involvement in new product development. This study makes an original contribution by proposing strategies critical for a successful outcome.

The role of post-training self-efficacy in customers' use of self service technologies : Table of Contents

Xinyuan Zhao, Anna S. Mattila, Li-Shan Eva Tao — Sun Dec 28 14:15:08 GMT 2008

Abstract:
Purpose – The current study aims to investigate the role of post-training self-efficacy in influencing customer perceptions and usage of self-service technologies (SSTs). Specifically, the aim is to propose that high post-training self-efficacy will reduce technology anxiety and hence increase perceptions of ease of use associated with SSTs. Design/methodology/approach – A self-checkout machine in a library setting served as the study context. A total of 131 subjects were randomly assigned to two training groups (written instructions and a demonstration). Findings – The results partially support the research hypotheses and suggest that post-training self-efficacy has a positive impact on customer satisfaction and ease of use. Ease of use, in turn, increased customer intention to reuse SSTs while decreasing technology anxiety. Research limitations/implications – The study has a relatively small sample size and only two training methods were tested. A control group should be included in future research. Originality/value – As the first trial, the study investigated customers' post-training self-efficacy in SSTs by integrating training theories and SSTs studies. The results suggest service organizations use effective training programs to customers' participation in the service delivery process via SSTs. The study also explored customers' ease of use and technology anxiety in a single research. Different from previous SSTs studies, the current study suggest that ease of use and technology anxiety play various roles in customers' participation at SSTs encounters.

The service recovery paradox: true but overrated? : Table of Contents

Stefan Michel, Matthew L. Meuter — Sun Dec 28 14:15:08 GMT 2008

Abstract:
Purpose – The paper's aim is to test the existence of the service recovery paradox. Design/methodology/approach – To date, much of the literature exploring the service recovery paradox has generated mixed results. The paper argues that a service recovery paradox is a rare event, which makes its measurement difficult, since the “treatment group” sample size is usually too small to produce significant results. For that reason, the existence of the service recovery paradox in a banking context with more than 11,000 customer interviews based on actual customer encounters is tested. Findings – Overall, the survey findings support the argument that a service recovery paradox is a rare event, and the hypothesized mean differences are, albeit significant, not very large, which diminishes their managerial relevance to some degree. Research limitations/implications – Because of the required extremely large sample size, no multi-item measures were collected. Furthermore, privacy concerns restricted us from a longitudinal study and from linking the survey results to behavioural data. Both limitations are inherent in the chosen setting. Practical implications – While a service failure offers an opportunity to create an excellent recovery, the likelihood of a service paradox is very low. The implications of verifying a service recovery paradox do not suggest that ineffective service followed by an outstanding service recovery is a viable strategy. Originality/value – To the authors' knowledge, this is the first empirical study testing not only the existence of the service recovery paradox, but also exploring its magnitude and frequency. This is crucial because the paradox is a very rare event, which, in turn, limits its managerial relevance.

The relationships between operations strategies and operations activities in service context : Table of Contents

Daniel I. Prajogo, Christopher M. McDermott — Sun Dec 28 14:15:08 GMT 2008

Abstract:
Purpose – The present study aims to empirically explore the relationships between selected operations strategies and the associated operations activities. Specifically, for service firms targeting specific competitive priorities, it examines the extent to which there are significant differences in the relationships between these priorities and the operations activities among high- versus low-performing firms. Design/methodology/approach – The empirical data for this study were drawn from 190 managers of the Australian service organisations whose primary responsibilities were related to the daily operations of the firms. The targeted service organisations encompassed various sectors including transportation, communication, banking, insurance, health care, education, wholesale, retail, and professional services. Findings – The results show that high-performing firms have stronger relationships between their operations strategies and operations activities than low-performing firms. The results also reveal how different operations strategies need to be deployed into different operations activities. Research limitations/implications – The design of this study was exploratory in nature, and therefore, can be improved in terms of the robustness of the scales and observations. Also, the cross-sectional design of the study could not capture potential unique characteristics of some service sectors that affect the examined relationships. Practical implications – These findings suggest the importance of implementing operations activities in the firm's strategic directions. As firms decide how they choose to strategically position their operating systems, they in turn need to decide how to best focus their resources on operational elements that support these goals. Originality/value – From the authors' best knowledge, this is the first study which examines the link between operations strategies and operations activities in service firms.

Exploring tools for learning about customers in a service setting : Table of Contents

Karolina Wägar — Sun Dec 28 14:15:08 GMT 2008

Abstract:
Purpose – The purpose of the paper is to explore how frontline contact persons appropriate and use learning tools from the socio-cultural context for learning about customers in their everyday work. Design/methodology/approach – The study utilises an ethnographic-research approach involving participant observations, informal conversations, and interviews among car salespersons and service advisors at a car-retailing company. Findings – The study comes to two main conclusions. First, learning tools are appropriated and utilised for learning about customers in a two-layered process: interactions between frontline contact persons and the socio-cultural context; and interactions between frontline contact persons and customers. Secondly, learning about customers can be of two types: subject- or object-driven learning. Practical implications – Tools that enhance the process of learning about customers can be developed within the socio-cultural environment of an organisation whereas tools that inhibit the learning process can be minimised. Originality/value – This paper provides a novel socio-cultural conceptualisation of how learning about customers takes place. This approach has not been previously emphasised in service-management research.

Revisit service classification to construct a customer-oriented integrative service model : Table of Contents

Chun-Hsien Liu, Chu-Ching Wang, Yueh-Hua Lee — Sun Dec 28 14:15:08 GMT 2008

Abstract:
Purpose – The purpose of this paper is to construct a customer-oriented integrative service model based on the generic service process. Business strategies can then be formulated by using the model. Design/methodology/approach – The key classifying dimensions and their respective attributes are identified through literature reviews. Operational dimensions are formed by combining their attributes weighted by manager-determined importance weights (IW). A generalized mathematical model is built to integrate the core services of a firm with customer-based performance weight (PW). The integrative service model is constructed by combining the operational dimensions. Findings – The selected classification model covers knowledge, information and virtual space dimensions that most of the previous service-process based model lack. The developed model is simpler to understand and to use for managers comparing to the other complicated mathematical models. Research limitations/implications – Empirical studies need to be done to test the effectiveness of the model. Experienced managers are needed to decide the IW. Practical implications – Managers can use the developed model to formulate integrated business strategies as well as forecasting competitor's strategies. The developed model is a customer-oriented approach for service strategy formulation. Originality/value – A generalized mathematical model is derived for a firm offering “n” kinds of core services. Computer software can be written based on it to handle the complex cases.

Revisiting the smiling service worker and customer satisfaction : Table of Contents

Magnus Söderlund, Sara Rosengren — Sun Dec 28 14:15:08 GMT 2008

Abstract:
Purpose – The purpose of this paper is to examine if the service worker's display of smiles in the service encounter has an effect on customer satisfaction. Design/methodology/approach – An experimental design was used in which participants (N=220) were randomly allocated to one of four service encounters. Two variables were manipulated; the service worker with whom the participant interacted had either a neutral facial expression or a smiling facial expression, and the service worker was either male or female. Findings – The smiling service worker produced a higher level of customer satisfaction than the neutral service worker, regardless of the sex of the service worker (and the sex of the participant). In addition, the results indicate that this outcome involved both emotional contagion and affect infusion. Originality/value – This paper extends the service literature's discourse on the impact of the service worker's smile behavior on customer satisfaction by including intermediate variables such as appraisals, emotions, and the attitude toward the service worker.

The impact of other-customer failure on service satisfaction : Table of Contents

Wen-Hsien Huang — Sun Dec 28 14:15:08 GMT 2008

Abstract:
Purpose – The purpose of this paper is to investigate how and why other-customer misbehavior has a negative influence on customer satisfaction with the service firm. Design/methodology/approach – Data for this study were gathered by retrospective experience sampling. Findings – There are several important findings that can be obtained from the results. First, people consider another customer's failure to be the firm's responsibility when they perceive that the failure is under the firm's volitional control (i.e. controllability attribution). This controllability attribution leads to customer expectations of compensation for recovery from dissatisfaction. Second, stability attributions about other-customer failures were not found to be significantly related to the firm's responsibility. Third, the severity of the other-customer failure experience bears no relation to the customer's service recovery expectation, but it is negatively related to satisfaction. Finally, the customer's evaluation of service is not only affected by the other-customer misbehavior, but also by how employees react to situations when other customers are unruly or potentially disruptive. Practical implications – Providing employees with the appropriate coping and problem-solving skills for working with problem customers is a key issue for service providers. More importantly, employees should be trained to help the affected customers, to alleviate any bad feelings caused by the other-customer's misbehavior. Originality/value – The paper suggests that employees in a service-providing firm may need to act as “police officers” to ensure that all their customers behave appropriately.

Development of an integrated product-service roadmap with QFD: A case study on mobile communications : Table of Contents

Yoonjung An, Sungjoo Lee, Yongtae Park — Sun Dec 28 14:15:08 GMT 2008

Abstract:
Purpose – The purpose of this paper is to provide a concrete integrated roadmap structure and a supporting tool for efficient roadmapping, to enhance interdisciplinary research on product-service. Design/methodology/approach – The paper first clarifies definitions based on literature review. Next, the integrated roadmap structure is designed by overcoming limitations of the existing product-service roadmaps. Lastly, a modified quality function deployment technique is developed to be used as a means for the integration process and applied to the mobile communications industry for the case study. Findings – The suggested roadmap and roadmapping process have potential advantages that can help strategic planning and management of product-service. Research limitations/implications – There are issues related to complexity of the suggested technique and completeness of the case study. Practical implications – The suggested approach stimulates communication and knowledge sharing between manufacturers and service providers, providing a useful guidance to picture the long-term future from the same perspective. Originality/value – The paper provides a holistic approach on the development of the product-service sets, which is characterized by many challenges and uncertainties.

Stressors and resources in customer service roles: Exploring the relationship between core self-evaluations and burnout : Table of Contents

Dana Yagil, Gil Luria, Iddo Gal — Sun Dec 28 14:15:08 GMT 2008

Abstract:
Purpose – The purpose of this study is to explore the role of core self-evaluations (CSE) as a coping resource in customer service roles. Design/methodology/approach – Questionnaires were administered to 265 service providers, measuring CSE, burnout, social stressors involved in interaction with customers (perceived customer negative behaviors and emotional regulation performed by service providers) and coping resources (service orientation and social support). Findings – The results show that CSE is negatively related to service provider burnout as reflected in depersonalization and emotional exhaustion, and positively related to a sense of accomplishment. CSE was also negatively related to perceived customer negative behaviors and to emotional regulation. The results show a partial mediation effect of emotional regulation on the relationship between CSE and burnout. Service orientation and social support were found to interact with CSE and enhance its effect on social stressors. Research limitations/implications – The use of a non-randomized sample might bias the results. Practical implications – The results can inform managerial practices designed to enhance service providers' resources of coping with role stressors. Originality/value – The study introduces a fundamental personality trait, CSE, to the area of service and shows its effect on burnout through its relationship with situational stressors and interaction with coping resources.

The influence of selling behaviors on customer relationships in financial services : Table of Contents

Min-Hsin Huang — Sun Dec 28 14:15:08 GMT 2008

Abstract:
Purpose – To compare the selling orientation (SO) versus customer orientation (CO) selling behavior of a service employee and examine the impacts of SO versus CO behavior on customer relationship quality and retention in financial services selling. Specifically, this research hypothesizes that a salesperson's SO is negatively related to relationship quality while salesperson's CO is positively related to relationship quality. Design/methodology/approach – A conceptual framework is proposed that considers customer retention as a consequence, and a service employees' SOCO behavior as an antecedent of, relationship quality. Structural equation modeling techniques are applied to data collected from customers in the two important financial services (insurance and banking) in Taiwan to test the framework. Findings – A service employee with CO approach increases relationship quality while a SO approach decreases relationship quality with customers. Furthermore, relationship quality is verified to positively affect customers' future retention. Research limitations/implications – Although the sample may be representative of the financial industry in general, it is possible that results may vary for specific service industries. Also, the fact that data were collected in Taiwan raises the question of its transferability into other cultural regions. Practical implications – The results should lead managers to consider the importance of emphasizing a CO approach when service employees are selling services. This study suggests that service employee training emphasizing CO can add additional value to a company's service offering and influence future retention of the service firms. Originality/value – This is the first study to completely compare the CO approach with SO approach in a service selling.