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When serving customers includes correcting them : understanding the ambivalent effects of enforcing service rules
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Habel, Johannes, Alavi, Sascha and Pick, Doreén (2017) When serving customers includes correcting them : understanding the ambivalent effects of enforcing service rules. International Journal of Research in Marketing, 34 (4). pp. 919-941. doi:10.1016/j.ijresmar.2017.09.002 ISSN 0167-8116.
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Official URL: http://dx.doi.org/10.1016/j.ijresmar.2017.09.002
Abstract
Service employees frequently must enforce rules upon their customers to mitigate dysfunctional customer behavior and ensure proper service delivery (e.g., enforce “fasten seatbelt” signs on flights). However, the consequences of enforcing service rules (ESR) are not well understood. To elucidate the effect of ESR, the authors present seven studies involving > 6800 customers and consisting of cross-sectional and longitudinal data from customer surveys and company records as well as experiments. The results indicate that ESR exerts ambivalent effects: customers who experience ESR directed at other customers perceive service employees as more competent, which increases customer loyalty. However, if ESR is directed at customers themselves, they perceive a self-concept threat, leading them to devalue service employees' warmth and competence and to become less loyal. The effects of ESR hinge on a number of factors, including the harm that dysfunctional behavior potentially causes, the way ESR is communicated, and customers' experience with the service situation. Furthermore, the authors show that service employees can alleviate the negative effects of ESR by communicating service rules in advance and justifying ESR appropriately.
Item Type: | Journal Article | ||||||||
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Subjects: | H Social Sciences > HG Finance | ||||||||
Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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Library of Congress Subject Headings (LCSH): | Consumer satisfaction, Customer loyalty, Consumers -- Attitudes | ||||||||
Journal or Publication Title: | International Journal of Research in Marketing | ||||||||
Publisher: | Elsevier | ||||||||
ISSN: | 0167-8116 | ||||||||
Official Date: | December 2017 | ||||||||
Dates: |
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Volume: | 34 | ||||||||
Number: | 4 | ||||||||
Page Range: | pp. 919-941 | ||||||||
DOI: | 10.1016/j.ijresmar.2017.09.002 | ||||||||
Status: | Peer Reviewed | ||||||||
Publication Status: | Published | ||||||||
Access rights to Published version: | Restricted or Subscription Access | ||||||||
Date of first compliant deposit: | 20 March 2019 | ||||||||
Date of first compliant Open Access: | 26 March 2019 |
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