Customers' psychological needs in different service industries

Abstract

Purpose

This paper aims to explore the basic psychological needs that customers have in four different service industries.

Design/methodology/approach

Through the use of two focus groups, four customer needs emerged. These four psychological needs (security, self‐esteem, justice, and trust) in four industries (retail, airlines, hotels, and financial services) were then examined through the use of a survey.

Findings

Results show that different needs are indeed more important in one type of service than another. Results also reveal that women have a higher level of overall needs than men. Last, customers in the finance industry seem to have an overall higher level of needs than other service industries.

Research limitations/implications

Future research should validate the existence of the four needs in additional service industries using different samples. The results of this research can be used to train employees to tailor the customer service provided in different service industries.

Originality/value

This paper is one of the first of its kind to empirically explore customers' psychological needs across four different service industries.

Citation

Chung‐Herrera, B.G. (2007), "Customers' psychological needs in different service industries", Journal of Services Marketing, Vol. 21 No. 4, pp. 263-269. https://doi.org/10.1108/08876040710758568