Managing Service Quality

Improvisation in service recovery : Table of Contents

Miguel Pina e Cunha, Arménio Rego, Ken Kamoche — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose – The purpose of this paper is to discuss the role of improvisation in service recovery. Design/methodology/approach – The paper is a conceptual discussion that considers the relevance of improvisation in service recovery. It contributes to the clarification of the possible role of improvisation in the transformation of service failures into positive moments of truth. Findings – The paper argues that improvisation may be viewed as a relevant, albeit largely ignored, topic in service recovery, and recommends that its role should be the object of theoretical and empirical research. Practical implications – Managers may consider the possibility of creating conditions for competent improvisation to occur, such as training in improvisational skills and the creation of organizational contexts that facilitate the convergence of planning and execution in order to better deal with the characteristics of the situation. Originality/value – The study addresses the under-researched role of improvisation in the process of service recovery.

The importance of self-service kiosks in developing consumers' retail patronage intentions : Table of Contents

Hyun-Joo Lee, Ann E. Fairhurst, Min-Young Lee — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose – The purpose of this study is to examine ways in which service quality delivered by self-service kiosks influences consumers' retail patronage intentions. Design/methodology/approach – The model was tested in two self-service kiosk settings: self-checkout and information kiosk. Survey participants were members of a consumer panel from an online survey agent. A total of 1,230 e-mails were distributed. Of these, 600 usable surveys were used for data analysis. Data were analyzed using structural equation modeling. Findings – The study demonstrates that service quality delivered by self-service kiosks is a direct and an indirect determinant of consumers' retail patronage intentions; service quality delivered by self-service kiosks directly influences consumers' retail patronage intentions and also indirectly influences consumers' retail patronage intentions through three dimensions of retail service quality (i.e. reliability, personal interaction, and problem solving). Originality/value – Compared with previous studies that were heavily focused on consumer acceptance or trial of self-service technologies, the study attempts to address formerly unexplored aspects of self-service kiosks' contribution to retail patronage. A second contribution of the study which makes it different from prior studies that were mostly conducted in the context of self-checkouts is that it tests a conceptual model related to two types of self-service kiosks (i.e. self-checkout and information kiosk) to examine whether the proposed relationships are similar or dissimilar across the two types.

Is C-OAR-SE best for internet retailing service quality? : Table of Contents

Julie E. Francis — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose – This paper aims to respond to claims by Collier and Bienstock and Rossiter that reflective measurement is wrong for internet retailing service quality (IRSQ). The research empirically assesses Rossiter's proposal that the C-OAR-SE procedure for index development will generate a more valid way to measure IRSQ than is otherwise available. Design/methodology/approach – C-OAR-SE is used to develop a formative IRSQ index. The index is administered to internet shoppers in an online survey. The index is compared with an existing IRSQ scale in terms of content, parsimony, measurement scores and criterion validity. Findings – The scale and index display parity in content, parsimony and measurement scores, while the scale shows higher criterion validity. The results contradict Rossiter's claims and foster doubt regarding the usefulness of C-OAR-SE's formative measurement procedures. Research limitations/implications – IRSQ can be conceptualised as reflective or formative, but C-OAR-SE does not necessarily generate a better way to measure the construct. Furthermore, implementing C-OAR-SE unearths problems with the procedure. Practical implications – Multiple variations of IRSQ exist, as well as multiple views on how to measure the variations and differing degrees to which the variations are actually measured. Crucially, the situation is not as bleak as Collier and Bienstock or Rossiter suggest: the literature does offer sound, valid IRSQ measurement scales. Originality/value – The paper resolves unwarranted criticisms of IRSQ scales, highlights the limitations with some scales, offers the first complete example of using C-OAR-SE to develop a new index and lends applied support to theoretical criticisms of C-OAR-SE.

Handling customer complaints effectively: A comparison of the value maps of female and male complainants : Table of Contents

Thorsten Gruber, Isabelle Szmigin, Roediger Voss — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose – This paper seeks to explore the nature of complaint satisfaction with particular emphasis on the qualities and behaviours that male and female customers value during personal complaint-handling service encounters. Design/methodology/approach – A semi-standardized qualitative technique called laddering was used to reveal the cognitive structures of complaining female and male customers. In total, 40 laddering interviews with 21 female and 19 male respondents with complaining experience were conducted. Findings – The research indicates that being taken seriously in the complaint encounter together with the employee's competence, friendliness and active listening skills are particularly important for both male and female complainants. Females were more able than male respondents to develop strong associations on the highest level of abstraction and linked desired employee behaviors with several values. Female customers tended to be more emotionally involved than male customers as they wanted employees to apologize for the problem and sometimes needed time to calm down and relax. By contrast, male complainants were mainly interested in a quick complaint solution. Research limitations/implications – Owing to the exploratory nature of the study in general and the scope and size of its sample in particular, the findings are tentative in nature. As the study involved students from one university, the results cannot be generalized beyond this group, even though in this case the student sample is likely to represent the general buying public. Practical implications – If companies know what female and male customers expect, contact employees may be trained to adapt their behaviour to their customers' underlying expectations, which should have a positive impact on customer satisfaction. For this purpose, the paper offers several suggestions to managers to improve active complaint management. Originality/value – The findings enrich the existing limited stock of knowledge on complaint management by developing a deeper understanding of the attributes that complaining male and female customers expect from customer contact employees, as well as the underlying logic for these expectations.

An approach to develop effective customer loyalty programs: The VIP program at T&T Supermarkets Inc. : Table of Contents

Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose – This paper sets out to present a practical approach to develop an effective customer loyalty program by incorporating competition and heterogeneity in customers' preferences, and by avoiding the pitfalls associated with different types of loyalty programs. Design/methodology/approach – To illustrate the approach, the paper presents a case study of T&T Supermarkets in Canada to show how a retailer can develop a cost-effective customer loyalty program to retain and reward loyal customers so as to increase shopping frequency and shopping expenditure. The approach consists of four major steps, which are explained in detail. Findings – Most T&T shoppers split their shopping trips at T&T (for Asian groceries and other specialty items) and a major competitor (for Western items). This creates a unique opportunity for T&T to develop a loyalty program that is intended to entice its loyal shoppers to increase their shopping frequency and expenditure at T&T. A “hybrid” reward structure was recommended to address the fact that there are two major segments of customers who prefer different types of loyalty rewards. Originality/value – In addition to avoiding some common pitfalls of various loyalty programs, this paper presents a practical approach to develop an effective customer loyalty program by incorporating competition and heterogeneity in customers' preferences.

Atmospheric experiences that emotionally touch customers: A case study from a winter park : Table of Contents

Terje Slåtten, Mehmet Mehmetoglu, Göran Svensson, Sander Sværi — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose – This study aims to focus on what types of atmospheric experiences emotionally touch visitors at a winter park. The objective is to describe and explain the relationship between: three atmospheric constructs (ambience, interaction, and design); the construct of joy; and the construct of customer loyalty. Design/methodology/approach – The research data are based on a study of customers visiting a Norwegian winter park, in which 162 visitors participated in the survey. Confirmatory factor analysis and structural equation modeling were used to test the measurements and structural properties between atmospheric experiences, joy, and loyalty to winter parks. Findings – The findings reveal that two out of the three constructs of atmospheric experiences are linked to customers' feelings of joy, namely, design and interaction. The atmospheric construct of design had the strongest impact on customers' emotions. Furthermore, the study finds that customers' feelings of joy are highly related to the construct of customer loyalty. Research limitations/implications – The study limits its focus to one type of hedonic service, namely customers visiting a winter park. Although the results from the study offer implications for other winter parks, there is a need for further research in other hedonic services to verify their validity, reliability, and generality. Practical implications – The study emphasizes how important it is that managers of hedonic services consider the significance of the atmospheric construct of design in such a way that it contributes positively to customers' experiences of the service setting. In particular, managers should focus on design in relation to customers' experiences in order to evoke feelings of joy. Originality/value – The study establishes the need to manage customers' atmospheric experiences in winter parks. It also links atmospheric constructs to customers' emotions.