Influence of customer value mind-set on affective and behavioral service outcomes: role of the scope and scale of service offerings at various touchpoints

ABSTRACT Acknowledging the importance of institutional pluralism and food service firms’ dynamic capacity theory, this research examines customer service perception that could apply to develop or refine the possibility of different business logic in creating varied customer service outcomes. Using mixed methods, Study 1 uses the quantitative critical incident technique to measure how the business ability of service organizations should not be restricted by the type of business model. Based on the results of Study 1, a conceptual model was proposed for Study 2 and found that customers’ value mind-set and value construal can influence the overall customer service experience that can be formed in the customer construal level process. Further, business acumen can also yield a considerable range of emotional and physical inputs depending on the corresponding business logic. Actively managing the institutional pluralism of business logic, service firms are no longer restricted to an act imitated from business logic.