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.
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.