دانلود رایگان مقاله لاتین خدمات وفاداری مشتری از سایت الزویر
عنوان فارسی مقاله:
مسیر هموارشده وفاداری مشتری با سفارشی سازی خدمات
عنوان انگلیسی مقاله:
The road to customer loyalty paved with service customization
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Conceptual background
2.1. Types of customization FLEs can engage in service customization by either customizing the service offering, referred to as service offering adaptation, or by customizing the service process, referred to as interpersonal adaptive behavior (See Gwinner et al., 2005 for a more detailed review). In contrast with service offering adaptation, interpersonal adaptive behavior refers to customizing the service process and the interpersonal elements (i.e., communication, presentation style, and social behaviors) within the customer-employee interaction (Gwinner et al., 2005; Roman & Iacobucci, 2010). Despite literature linking customization to favorable firm outcomes (Ball et al., 2006; Ostrom & Iacobucci, 1995; Suprenant & Solomon, 1987), related literature suggests that customer emotions can result from appraisals of employee behavior, such as customization, and can in turn influence customer evaluations. Given the growing demand for customization and that its practice aligns with customer needs (Ghosh, 2015; Reed, 2014), customers likely appraise customization positively, thereby eliciting positive customer emotions. Thus, positive emotions may account for the positive effects of customization on key relational outcomes, such as trust and loyalty. 2.2. Emotion research Seminal research in the marketing literature defines emotion as “a mental state of readiness that arises from cognitive appraisals of situations or thoughts” (Bagozzi, Gopinath, & Nyer 1999). This definition coincides with cognitive appraisal theory, a closely related successor of attribution theory, which suggests that emotions arise from cognitive appraisals of situations, and that the combination of appraisals elicits distinct emotional states (For a review, see Johnson & Stewart, 2005). Because of customers' demand for customization (Ghosh, 2015; Reed, 2014) as well as the FLE's role in the customization process (Gwinner et al., 2005), two appraisals likely relevant to how customers construe service customization include outcome desirability and agency. Research suggests that consumers first appraise outcome desirability, which distinguishes positive and negative emotions (Johnson & Stewart, 2005). That is, situations appraised as having desirable outcomes elicit favorable emotions, whereas those appraised with undesirable outcomes elicit unfavorable emotions. Consequently, customers likely appraise customization as desirable, thus, eliciting positive emotions. After appraising the outcome, subsequent appraisals, such as interpreting the agency responsible for the situation, can be undertaken to further understand why a situation occurred, therefore eliciting different emotions. For example, pride is elicited by construing oneself as responsible for a positive outcome, whereas gratitude is elicited by construing an external agent as responsible for a positive outcome. In summary, the current research is founded on extant emotion literature, theorizing that through appraisals, service customization elicits positive customer emotions (and reduces negative emotions; Study 2), which in turn, impact judgments of FLE trust and loyalty.
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کلمات کلیدی:
The road to customer loyalty paved with service customization, Journal ... https://www.deepdyve.com/.../the-road-to-customer-loyalty-paved-with-service-custo... Read "The road to customer loyalty paved with service customization, Journal of Business Research" on DeepDyve, the largest online rental service for scholarly ... Rucks Department of Management : - EJ Ourso College of Business https://business.lsu.edu/Management/Pages/FacultyMember.aspx?UN=folse The Road to Customer Loyalty Paved with Service Customization. ... The Road to Recovery: Overcoming Service Failures with Strategies that Elicit Gratitude and ... The road to customer loyalty paved with service customization - پایگاه ... unibazaar.ir/.../the-road-to-customer-loyalty-paved-with-service-cu... Translate this page Jul 29, 2016 - Abstract Previous research reveals that frontline employees can engage in two types of service customization, one that includes customizing ... Road To Bad Customer Experience Paved With Bad Implementations www.digitalistmag.com/customer.../road-to-hellish-customer-experience-paved-with-c... Oct 10, 2014 - The Road To Hellish Customer Experience Is Paved With Careless Technology Implementations ... You don't have to care about your customers-you have to care .... from these changes by customizing the content that they promote on ..... Customer Engagement · Digital Customer Loyalty · Omnichannel ... Intelligence in Services and Networks. Paving the Way for an Open ... https://books.google.com/books?isbn=354048888X Han Zuidweg, Mario Campolargo, Jaime Delgado - 2008 - Computers 1.2 Why Customize Services? A user may require to be ... Note that customization is also the means to secure the loyalty of customers. An increased client ... Mind to Mind Marketing: Communicating with 21st-century Customers https://books.google.com/books?isbn=0749433663 Harry Alder - 2001 - Business & Economics If it is used to give a better service, most customers will jump at the trade-off. ... down cross-selling opportunities and a loyalty scheme has paved the way for ... Three people in the same supermarket checkout will get different, customized offers. Stephanie M. Mangus - Google Scholar Citations scholar.google.com/citations?user=NfvtU-IAAAAJ&hl=en The road to customer loyalty paved with service customization. DE Bock, SM ... The road to recovery: Overcoming service failures through positive emotions.
