“Yes, I know you”: the role of source familiarity in the relationship between service adaptive behavior and customer satisfaction

IF 3.9 3区 管理学 Q2 BUSINESS Journal of Service Theory and Practice Pub Date : 2022-07-19 DOI:10.1108/jstp-01-2022-0017
Yung-Cheng Shen, Heng-Yu Lin, C. Chou, Po Han Wu, W. Yang
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引用次数: 4

Abstract

PurposeThis study investigates the role of source familiarity in moderating the effect of service adaptive behavior (SAB) on customer satisfaction. Applying the accessibility–diagnosticity framework and situated cognition theory as the theoretical basis, this research hypothesizes that when customers are familiar with the source that provides the service (i.e. brand familiarity for Study 1 and personal familiarity for Study 2), customer satisfaction responses to SAB would be more moderate than when customers are not familiar with the source. Two studies were conducted to test the hypotheses.Design/methodology/approachTwo experiments manipulating SAB and the brand name familiarity (Study 1) and personal familiarity with the service staff (Study 2) as the source familiarity were conducted. Customer satisfaction as a function of source familiarity was measured to test the hypothesis that source familiarity moderates the relationship between SAB and customer satisfaction.FindingsCompared to unfamiliar sources, familiar sources generated a more moderate response in customer satisfaction as a function of SAB. High familiarity with the brand and service staff induced top-down, memory-based processing that overrides external stimuli as the basis of satisfaction judgment; bottom-up, stimulus-based processing relying on SAB for judgment kicked in only when the source familiarity is low.Practical implicationsFrom a practical point of view, this study indicates the importance of SAB, especially for brands with low awareness, and alludes to the comparative importance of relationship building in service delivery processes.Originality/valueThis study contributes to the literature by validating the role of contextual factors in influencing the impact of SAB on customer satisfaction.
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“是的,我认识你”:资源熟悉度在服务适应行为与顾客满意关系中的作用
目的探讨服务源熟悉度在服务适应行为对顾客满意的调节作用。本研究以可达性-诊断性框架和情境认知理论为理论基础,假设当顾客对提供服务的来源熟悉时(即研究1中的品牌熟悉度和研究2中的个人熟悉度),顾客对服务来源的满意度反应会比顾客不熟悉时更温和。为了验证这些假设,进行了两项研究。设计/方法/方法进行了两项实验,将SAB和品牌熟悉度(研究1)以及与服务人员的个人熟悉度(研究2)作为源熟悉度。客户满意度作为源熟悉度的函数进行测量,以检验源熟悉度调节SAB和客户满意度之间关系的假设。研究结果与不熟悉的资源相比,熟悉的资源在客户满意度中产生了更温和的反应,作为SAB的函数。对品牌和服务人员的高度熟悉导致了自上而下的、基于记忆的加工,这种加工压倒了外部刺激,成为满意度判断的基础;自下而上的、基于刺激的加工依赖于SAB进行判断,只有在源熟悉度较低时才会开始。实践意义从实践的角度来看,本研究表明了服务关系的重要性,特别是对于低认知度的品牌,并暗示了在服务提供过程中建立关系的相对重要性。原创性/价值本研究通过验证情境因素在影响SAB对顾客满意度的影响中的作用,为文献做出贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
8.00
自引率
15.20%
发文量
29
期刊介绍: Formerly known as Managing Service Quality – Impact Factor: 1.286 (2015) – the Journal of Service Theory and Practice (JSTP) aims to publish research in the field of service management that not only makes a theoretical contribution to the service literature, but also scrutinizes and helps improve industry practices by offering specific recommendations and action plans to practitioners. Recognizing the importance of the service sector across the globe, the journal encourages submissions from and/or studying issues from around the world. JSTP gives prominence to research based on real world data, be it quantitative or qualitative. The journal also encourages the submission of strong conceptual and theoretical papers that make a substantive contribution to the scholarly literature in service management. JSTP publishes double-blind peer reviewed papers and encourages submissions from both academics and practitioners. The changing social structures and values, as well as new developments in economic, political, and technological fields are creating sea-changes in the philosophy, strategic aims, operational practices, and structures of many organizations. These changes are particularly relevant to the service sector, as public demand for high standards increases, and organizations fight for both market share and public credibility. The journal specifically addresses solutions to these challenges from a global, multi-cultural, and multi-disciplinary perspective.
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